Dr Katherine Duffy
- Senior Lecturer (Management)
Dr Kat Duffy is a Senior Lecturer in Marketing at the Adam Smith Business School. She holds a PhD in Marketing from the University of Strathclyde, along with an MSc in Marketing (Distinction) from the University of Strathclyde and an MA (Hons.) English Literature from the University of Glasgow. Previously, she was a Lecturer in Marketing at the University of Essex (2013-2015) and her academic interests are complimented by her practical marketing experience (including roles at 5pm.co.uk and The Marketing Society Scotland).
Current research interests in consumer culture include clothing sustainability and circularity, alongside the digitalisation of consumption. Her research is published in a range of journals including Journal of Business Research, Consumption Markets and Culture, Journal of Retailing and Consumer Services, Journal of Marketing Management and Gender Work and Organisation.
Work in progress
Kat is a member of the Marketing research cluster.
Areas of expertise:
- Consumption, markets and society
- Clothing sustainability
- Digitalisation and social media marketing
- Interpretive research methods
Kat’s research focuses broadly in two areas of research in marketing:
- consumer behaviour
- digital marketing.
Currently her focus is on the digitalisation of sustainable clothing consumption.
Kat's research has been supported by external bodies including the ESRC, Academy of Marketing and The British Fashion Council.
Kat is interested in supervising doctoral research that explores social and cultural theory inspired considerations of marketing – specifically looking at consumer culture, clothing practices and digitalisation. She is interested in how consumers negotiate, interact and make sense of marketplace cultures. Her interests are around consumption practices, markets and the digitalisation of consumption and she is open to proposals reflective of these broader concerns.
- Atanasova, Nikoleta
Digitalising Sustainable Consumption
- Bavdaž, Aleksandra
Technology and Marketing Practice: Performing Global Branding
- Lu, Yunjie
An investigation into pre-loved luxury brand consumption: the forming processes of consumers’ purchase intentions
- McPake, Alana Rachel
‘Make do and mend’ to ‘Reduce, Reuse, Recycle’: Attitudes towards Clothing Production and Consumption in Postwar Britain
- McQuillan, Victoria
Clothing resale: investigating consumer and retailer behaviours.
- Wilson, Lynn
Closing the loop. Driving a post-consumer clothing circular economy
Completed PhD topics
- Death, dying and ‘difficult’ marketing: an ethnographic study of marketing at an English hospice
- Digital Marketing Strategy (UG, PGT, MBA)
- Dissertation co-ordinator (UG Management)
- Research Methods (junior honours)
- Introduction to Marketing (UG first year)
- Retail Marketing (PGT)
- Visiting scholar at Lund University
- External examiner Glasgow Caledonian University 2019/2023
- External examiner University of Dundee 2020/2024
- Fellow of Higher Education Academy