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Giana M Eckhardt

Professor Giana M Eckhardt

Professor of Marketing

  • Vice Dean, Engagement & Executive Education

Research interests

  • Marketing

Biography

Giana M. Eckhardt is Professor of Marketing at King’s Business School, King’s College London. Giana is also the Vice Dean Engagement and Executive Education. She received her BSc in Marketing from the University of Connecticut and her PhD in Marketing from the University of Minnesota. 

Giana is a leading expert in the field of consumer behaviour, branding, consumer social responsibility, consumer culture, and the sharing economy, having published over fifty articles in journals such as Harvard Business Review, Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research

She is co-author of The Myth of the Ethical Consumer (Cambridge University Press) and co-editor of Handbook of the Sharing Economy (Edward Elgar). She is past co-chair of the Consumer Culture Theory conference, is Associate Editor of Journal of Consumer Research, and is on the editorial review board of Journal of Marketing.

Her research has won awards from the Sheth Foundation and the Marketing Science Institute, and been featured in outlets such as The Wall Street JournalThe Economist, The Atlantic, Fortune, Vogue, Scientific American, the BBC, and on National Public Radio.

Giana has received research grants from the Australian Research Council, the Marketing Science Institute, and the British Academy of Management, and has presented her work at top institutions and conferences around the world, including at the United Nations CSR Global Forum, Brand Week, and the Global Women’s Forum. She teaches brand management to MBA and executive MBA students.

    Research

    trousers / clothes on rack
    New Forms of Status via Curation in the Sharing Economy: Unravelling the Seams of Peer-to-Peer Fashion Rentals

    Our study examines the relationship between the fashion industry and the sharing economy, specifically peer-to-peer fashion rentals styled by influencers.

    Project status: Ongoing

    News

    First-ever ESG executive education programme for hospitality sector leaders

    New executive education programme has been designed with input from the industry's leaders

    Wooden hotel in a tropical location on a sunny day

    News tracker: COP27 expert commentary and updates

    All the latest from across King's relating to COP27, climate, sustainability and more.

    Cop27 News 2

    Behind the Roar: What the live events industry can learn from Anfield's electric atmosphere

    Ahead of Liverpool's first game of the season, a team of academics, including Giana Eckhardt at King's Business School, has revealed the 5 elements that...

    Liverpool Anfield pexels-tembela-bohle-1884574

    Events

    07Jun

    Future of Marketing 2024

    In-person event hosted by King's Business School

    Please note: this event has passed.

    02May

    The Future of Circular Fashion

    King's Business School invites you to a roundtable discussion on the latest approaches to circular fashion with key players in the industry

    Please note: this event has passed.

    06Jul

    Coffee chats - Executive MBA | Amsterdam

    Book a 1:1 coffee chat with us in Amsterdam

    Please note: this event has passed.

    30Jun

    Coffee chats - Executive MBA | Copenhagen

    Book a 1:1 coffee chat with us in Copenhagen

    Please note: this event has passed.

    11May

    Diversity & Inclusion Unpacked – Less Words, More Actions

    King’s Business School will be hosting our annual HR Thought Leadership Evening for senior Human Resources, Learning & Development and Diversity and Inclusion...

    Please note: this event has passed.

    24May

    King's Experts Series: Digital Nomads

    Join us for the latest event in our King's Expert Series.

    Please note: this event has passed.

      Research

      trousers / clothes on rack
      New Forms of Status via Curation in the Sharing Economy: Unravelling the Seams of Peer-to-Peer Fashion Rentals

      Our study examines the relationship between the fashion industry and the sharing economy, specifically peer-to-peer fashion rentals styled by influencers.

      Project status: Ongoing

      News

      First-ever ESG executive education programme for hospitality sector leaders

      New executive education programme has been designed with input from the industry's leaders

      Wooden hotel in a tropical location on a sunny day

      News tracker: COP27 expert commentary and updates

      All the latest from across King's relating to COP27, climate, sustainability and more.

      Cop27 News 2

      Behind the Roar: What the live events industry can learn from Anfield's electric atmosphere

      Ahead of Liverpool's first game of the season, a team of academics, including Giana Eckhardt at King's Business School, has revealed the 5 elements that...

      Liverpool Anfield pexels-tembela-bohle-1884574

      Events

      07Jun

      Future of Marketing 2024

      In-person event hosted by King's Business School

      Please note: this event has passed.

      02May

      The Future of Circular Fashion

      King's Business School invites you to a roundtable discussion on the latest approaches to circular fashion with key players in the industry

      Please note: this event has passed.

      06Jul

      Coffee chats - Executive MBA | Amsterdam

      Book a 1:1 coffee chat with us in Amsterdam

      Please note: this event has passed.

      30Jun

      Coffee chats - Executive MBA | Copenhagen

      Book a 1:1 coffee chat with us in Copenhagen

      Please note: this event has passed.

      11May

      Diversity & Inclusion Unpacked – Less Words, More Actions

      King’s Business School will be hosting our annual HR Thought Leadership Evening for senior Human Resources, Learning & Development and Diversity and Inclusion...

      Please note: this event has passed.

      24May

      King's Experts Series: Digital Nomads

      Join us for the latest event in our King's Expert Series.

      Please note: this event has passed.