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Dianne Dean

Dr Dianne Dean BA, PhD

Professor of Consumption Values and Practices


Dianne joined Sheffield Business School in 2018 from the University of Hull. Her work is interdisciplinary in nature focusing on the intersection between consumption and politics and transformative consumer research.

She has published widely in the Journal of Business Ethics, Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and the Journal of Political Marketing.

She has guest edited special editions for the Journal of Business Ethics, Journal of Marketing Management and has been the European Review editor of the Journal of Political Marketing.

She has worked in academia for nearly 25 years teaching and researching in the areas of consumer behavioural in particular Consumer Culture Theory. As my undergraduate degree and PhD were in the areas of politics and my work in industry was in consumer research, my work is naturally interdisciplinary. My research focuses on political marketing, political branding, persuasion and propaganda. More recently I have broadened my research interests into the area of transformative consumer research particular elderly care, food practices, diabetes and health apps.

I teach consumer behaviour, research methods and Contemporary Issues in Marketing and Business. I have supervised to completion 22 PhDs, and acted as external examiner for 6 PhDs in the UK, Europe, and Australia.



College of Business, Technology and Engineering

Informal elderly care, food waste, propaganda and persuasion


Contemporary Issues in Business and Management


Journal articles

van Luyen, T., Shabbir, H., & Dean, D. (2021). A multidimensional practice-based framework of interactive value formation. Journal of Service Research, 25 (2), 281-300.

Pich, C., Armansdottir, G., & Dean, D. (2020). Exploring the Process of Creating and Managing Personal Political Brand Identities in Nonparty Environments: The Case of the Bailiwick of Guernsey. Journal of Political Marketing: political campaigns in the new millennium, 414-434.

Dean, D., Trees, R., & Shabbir, H. (2020). Exploring the fruitful darkness of liminality: Informal caring for elderly family members and the impact on the self. Journal of Marketing Management.

Pich, C., Armansdottir, G., Dean, D., Spry, L., & Vain, V. (2019). Problematizing the presentation and reception of political brands: The strategic and operational nature of the political brand alignment model. European Journal of Marketing.

Haseeb, S., Hyman, M., Dean, D., & Dahl, S. (2019). Freedom through marketing is not double speak. Journal of Business Ethics, 1-15.

Trees, R., & Dean, D. (2018). Physical and emotional nourishment: Food as the embodied component of loving care of elderly family relatives. European journal of marketing, 52 (12), 2405-2422.

Al-Abdin, A., Dean, D., & Nicholson, J. (2016). The transition of the self through the Arab Spring in Egypt and Libya. Journal of Business Research, 69 (1), 45-56.

Dean, D., Arroyo-Gamez, R.E., Punjaisri, K., & Pich, C. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of business research, 69 (8), 3041-3048.

Pich, C., Dean, D., & Punjaisri, K. (2016). Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign. Journal of Marketing Communications, 22 (1), 100-117.

Susila, I., Dean, D., & Harness, D. (2015). Intergenerational spaces: citizens, political marketing and conceptualising trust in a transitional democracy. Journal of Marketing Management, 31 (9-10), 970-995.

Pich, C., Armannsdottir, G., & Dean, D. (2015). The Elicitation Capabilities of Qualitative Projective Techniques in Political Brand Image Research. International Journal of Market Research, 57 (3), 357-394.

Dean, D., Croft, R., & Pich, C. (2015). Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties. Journal of Political Marketing, 14 (1-2), 19-34.

Pich, C., & Dean, D. (2015). Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party. Journal of Marketing Management, 31 (11-12), 1353-1378.

Pich, C., & Dean, D. (2015). Qualitative projective techniques in political brand image research from the perspective of young adults. Qualitative Market Research: An International Journal, 18 (1), 115-144.

Dean, D., Kellie, J., & Mould, P. (2014). From pushchairs to wheelchairs: understanding tensions in family decision making through the experiences of adult children caring for ageing parents. Journal of Marketing Management, 30 (15-16), 1703-1721.

Croft, R., & Dean, D. (2014). They Come over Here … 300 Years of Xenophobic Propaganda in England. Journal of Political Marketing, 13 (1-2), 46-65.

Kitchen, P.J., Tourky, M.E., Dean, D., & Shaalan, A.S. (2013). Corporate Identity Antecedents and Components: Toward a Theoretical Framework. Corporate Reputation Review, 16 (4), 263-284.

Dean, D., & Croft, R. (2009). Reason and Choice: A Conceptual Study of Consumer Decision Making and Electoral Behavior. Journal of Political Marketing, 8 (2), 130-146.

Dean, D. (2005). Fear, Negative Campaigning and Loathing: The Case of the UK Election Campaign. Journal of Marketing Management, 21 (9-10), 1067-1078.

Dean, D. (2004). A Faustian pact? Political marketing and the authoritarian personality. Journal of Public Affairs, 4 (3), 256-267.

Dean, D. (2004). Political research and practitioner approaches: a review of the research methods used in voting behaviour research. Journal of Public Affairs, 4 (2), 145-154.

Dean, D., & Croft, R. (2001). Friends and relations: long‐term approaches to political campaigning. European Journal of Marketing, 35 (11/12), 1197-1217.

Jones, S. (n.d.). To bin or not to bin. Journal of Customer Behavior.

Book chapters

Dean, D., & Shabbir, H. (2019). Peace Marketing as Counter Propaganda: Towards a Methodology. In Baines, P., O'Shaughnessy, N., & Snow, N. (Eds.) The Sage Handbook of Propaganda. Sage:

Other activities

External examiner, MBA Marketing Cranfield School of Management
External examiner, MSC Marketing, University of Westminster

External examiner research degrees
2019, University of Salford
2019, Edinburgh Napier University
2018, University of Melbourne, Australia
2018, University of South Wales
2016, Cranfield School of Management
2014, University of Manchester
2013, University of Copenhagen, Denmark
2013, University of Bournemouth,
2013, Instittute of Technology, Waterford, Ireland

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