Dr Navdeep Athwal is currently a Lecturer of Marketing at University of Sheffield Management School. Previously, she was a Tutor at Warwick Business School (2010-14); she has also held Visiting Lectureships at the University of Birmingham (2012-13) and at Coventry University (2011-14). Dr Athwal holds a PhD in Marketing, and completed an MSc in Marketing and Strategy at Warwick Business School and also gained a First Class BA (Hons) in Business Studies. During her undergraduate and postgraduate degrees she received scholarships for academic excellence.
To date, her research has included network development in hybrid (online and offline) settings, niche consumption communities, luxury consumption and authenticity, and the role of gender in consumer behaviour. Her research has been funded by the Economic and Social Research Council (ESRC), University of Warwick, Academy of Marketing Science and the Marketing Trust.
Dr Athwal is a member of the Academy of Marketing Science, European Marketing Academy (EMAC), and a member and reviewer for the Association for Consumer Research (ACR). She has contributed to and participated in inter-disciplinary working groups such as the Leverhulme Luxury Network. Her research has been covered in media outlets such as Bloomberg Business Week and the Daily Mail. Outside of academia, she has worked and consulted across financial services, retail, government and charity sectors.
Areas of Research Supervision
Dr Athwal is currently supervising a PhD student at the University of Sheffield Management School in the field of luxury consumption and consumers from emerging markets. Prospective PhD students with similar research interests are invited to send a research proposal and a CV.