Lecturer
Management & Marketing
Room 2.66 O'Rahilly Building, University College Cork

T: +353(21)4902942
E: brendanrichardson@ucc.ie
W: http://research.ucc.ie/profiles/B005/brendanrichardson

Lecturer in Consumer Behaviour, Consumer Culture, and Marketing. Previously employed in marketing and training in the communications and tourism industries, I returned to academia in 2000, taking a PhD from DCU. Since then, I have developed an expertise in ethnography and the use of tribal marketing in a variety of different contexts, and I now focus my research on the areas of sustainability, ethical consumption, and activism. I retain an active interest in consumer culture generally and I take an interpretivist perspective in both my research and my teaching. I am author of Tribal Marketing, Tribal Branding published by Palgrave in 2013, and I occasionally blog about marketing, politics, and ethics-related issues at ethicsprojects.wordpress.com.

Research Interests

Research Interests

Actively involved in researching issues related to ethical consumption, with a particular focus on questions and problems in the areas of sustainability and citizen-consumer activism. Also interested in the role of the citizen-consumer in political marketing.  Interested in all collective forms of consumer behaviour, including such diverse forms as tribes, social movements, brand communities and subcultures of consumption, and in the relationships between consumption, marketing, and society. 

Books

YearPublication
(2013)Tribal Marketing, Tribal Branding.
Richardson, Brendan (2013) Tribal Marketing, Tribal Branding. UK: Palgrave Macmillan. [Details]

Peer Reviewed Journals

YearPublication
(2011)'How Brand Communities Emerge: The Beamish Conversion Experience'
O'Sullivan, S., Richardson, B., Collins, A.; (2011) 'How Brand Communities Emerge: The Beamish Conversion Experience'. Journal of Marketing Management, [Details]
(2011)'Marketing Academics and Practitioners: Towards Togetherness'
Baron, S., Richardson, B., Earles, D., Khogeer, Y. (2011) 'Marketing Academics and Practitioners: Towards Togetherness'. Journal of Customer Behaviour, 10 (Autumn):291-302 [Details]
(2008)'It's Far More Important Than That: Football Fandom and Cultural Capital'
Richardson, B., Turley, D.; (2008) 'It's Far More Important Than That: Football Fandom and Cultural Capital'. European Advances in Consumer Research, 8 :33-38 [Details]
(2006)'Support Your Local Team: Resistance, Subculture, and the Desire for Distinction'
Richardson, B.; (2006) 'Support Your Local Team: Resistance, Subculture, and the Desire for Distinction'. Advances in Consumer Research, 2006 (1):175-180 [Details]
(2004)'New Consumers and Football Fandom: The Role of Social Habitus in Consumer Behaviour'
Richardson, B.; (2004) 'New Consumers and Football Fandom: The Role of Social Habitus in Consumer Behaviour'. Irish Journal of Management, 25 (1):88-101 [Details]
(2003)'Football Supporters and Football Team Brands: A Study in Consumer Brand Loyalty'
Richardson, B.; (2003) 'Football Supporters and Football Team Brands: A Study in Consumer Brand Loyalty'. Irish Marketing Review, 16 [Details]

Conference Publications

YearPublication
(2013)European Association for Consumer Research conference: Consumer Research in Turbulent Times
O'Sullivan, Maire; Richardson, Brendan (2013) Tribalism in Turbulent Times: Liminality as motivator for tribal membership European Association for Consumer Research conference: Consumer Research in Turbulent Times [Details]
(2013)European Association for Consumer Research Conference: Consumer Research in Turbulent Times
O'Sullivan, Stephen; Richardson, Brendan (2013) Hens in the Cock House: Renegotiating female identity in the male dominated beer pong subculture European Association for Consumer Research Conference: Consumer Research in Turbulent Times [Details]
(2012)Academy of Marketing Annual Conference 2012 Marketing: Catching The Technology Wave
O'Sullivan, Stephen; Richardson, Brendan (2012) Facilitating consumer-consumer-brand relationships and a brand network orbit: Two sides of the brand community development coin Academy of Marketing Annual Conference 2012 Marketing: Catching The Technology Wave [Details]
(2012)Asia Pacific Association for Consumer Research Conference 2012
O'Sullivan, Maire; Richardson, Brendan (2012) Just too cool: Managing the expectations of a brand community Asia Pacific Association for Consumer Research Conference 2012 [Details]
(2011)Academy of Marketing Annual Conference
O'Sullivan, M., & Richardson, B.; (2011) Tight knit? Evolving Relationships in a Consumption Community Academy of Marketing Annual Conference University of Liverpool/ Aintree, [Details]
(2011)Academy of Marketing Consumer Research SIG workshop on consumer persuasion
Richardson, B. (2011) Is co-participation the new persuasion? A conceptual reflection on tribal marketing’s contribution to the X Factor effect Academy of Marketing Consumer Research SIG workshop on consumer persuasion [Details]
(2011)Academy of Marketing Annual Conference
O'Sullivan, S., & Richardson, B.; (2011) And In the Beginning There Was No Brand: The BPONG IRELAND Brand Community Academy of Marketing Annual Conference University of Liverpool/ Aintree, [Details]
(2010)University of Liverpool Management School/ Keele University Annual Ethnography Symposium
O Sullivan, S., Richardson, B., Gillen, J.; (2010) Its Important to be Earnest: The Seriousness of Play in Constructing Group Identity University of Liverpool Management School/ Keele University Annual Ethnography Symposium Globe icon [Details]
(2008)University of Liverpool Management School/ Keele University Annual Ethnography Symposium
Richardson, B., Turley, D.; (2008) From the Shed to the Kop: Ethnography as a method for studying the Consumer Behaviour of Football Supporters University of Liverpool Management School/ Keele University Annual Ethnography Symposium Globe icon [Details]
(2006)Irish Academy of Management Annual Conference
Richardson, B.; (2006) Stoked: An Ethnographic Study of Surfing Irish Academy of Management Annual Conference University College Cork, [Details]
(2006)Irish Academy of Management Annual Conference
Richardson, B.; (2006) We've All Had Hairy Days: A Study of the Motives and Beliefs of High Risk Kayakers Irish Academy of Management Annual Conference University College Cork, [Details]
(2005)Academy of Marketing Annual Conference
Richardson, B.; (2005) The Best A Man Can Get: Football Consumers as Local Heroes Academy of Marketing Annual Conference Dublin Institute of Technology, [Details]
(2005)Association for Consumer Research Annual Conference 2005
Richardson, B.; (2005) Support Your Local Team: Resistance, Subculture, and the Desire for Distinction Association for Consumer Research Annual Conference 2005 San Antonio, [Details]
(2003)IAM Annual Conference
Richardson, B.; (2003) New Consumers and Football Fandom: The Role of Social Habitus in Consumer Behaviour IAM Annual Conference Smurfit Business School, , 01-SEP-03 - 01-SEP-03 [Details]
(2003)UCC Doctoral Colloquium
Richardson, B.; (2003) Football Fandom and the Postmodern Consumer: Applying Cultural Capital to the Consumption of Popular Culture UCC Doctoral Colloquium University College Cork, , 02-APR-03 - 02-APR-03 [Details]
(2002)UCC Doctoral Colloquium
Richardson, B.; (2002) Harley Davidson, Hot Rods, and Huddersfield Town FC: Brand Communities or Subcultures of Consumption? UCC Doctoral Colloquium University College Cork, , 02-APR-02 - 02-APR-02 [Details]
(2002)IAM Annual Conference
Richardson, B.; (2002) Football Supporters and Football Team Brands: A Study in Consumer Brand Loyalty IAM Annual Conference Waterford Institute of Technology, , 01-SEP-02 - 01-SEP-02 [Details]
(2001)UCC Doctoral Colloquium
Richardson, B.; (2001) Sunshine Supporters: A Study of the Consumer/Brand Relationship Between Football Supporters and Football Team Brands UCC Doctoral Colloquium University College Cork, [Details]

Cases

YearPublication
(2012)BPONG Ireland: Using a tribal marketing approach to achieve market growth.
O’Sullivan, Stephen R., and Richardson, B. (2012) BPONG Ireland: Using a tribal marketing approach to achieve market growth. Cases Globe icon [Details]

Invited Seminars

YearPublication
(2013)Consumer Conversion Experiences as Initiators of Commitment.
Richardson, Brendan; O'Sullivan, Stephen (2013) Consumer Conversion Experiences as Initiators of Commitment. Invited Seminars [Details]
(2013)The Relationship Between Ethical Consumption and Consumer Conversion.
Richardson, Brendan (2013) The Relationship Between Ethical Consumption and Consumer Conversion. Invited Seminars [Details]
(2011)Football fan loyalty and the fan conversion experience.
Richardson, B.; (2011) Football fan loyalty and the fan conversion experience. Invited Seminars [CORA Link] [Details]

Magazine article

YearPublication
(2013)Totally Devoted: Creating Tribes for Your Brands.
Richardson, Brendan (2013) Totally Devoted: Creating Tribes for Your Brands. Irish Marketing Journal (IMJ), Dublin: Magazine article Globe icon [Details]

Thesis/Dissertation

YearPublication
(2007)Consumption Outside The Market: An Ethnography of Consumer Resistance Among Football Fans.
Richardson, B.; (2007) Consumption Outside The Market: An Ethnography of Consumer Resistance Among Football Fans. Thesis/Dissertation [Details]

Honours and Awards

 YearTitleAwarding Body
1991Sir Charles Harvey Award Irish Management Institute

Professional Associations

 AssociationFunctionFrom / To
Association for Consumer Research Member/
Marketing Institute of Ireland Member/
Academy of Marketing ( UK ) Member/

Committees

 CommitteeFunctionFrom / To
Commerce Faculty Undergraduate Student Needs Committee /
Commerce Faculty Library Committee Chair/
Board of Studies, BComm International /

Education

 YearInstitutionQualificationSubject
1989University College Cork BCOMMMarketing
1991University College Cork MBSMarketing
2007Dublin City University PHDConsumer Behaviour

Teaching Interests

Consumer Behaviour and Qualitative Consumer Research techniques at all levels of undergrad and postgrad programmes.

Modules Taught

 Term (ID))TitleLinkSubject
2017Consumer Behaviour and Relationship Marketing MG6012Consumer Behaviour and Relationship Marketing
2016Consumer Behaviour MG2003Consumer Behaviour