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

Ellis, M., & Dean, D. (2024). Stakeholder exclusion practices of responsible leaders: an investigation into the application of responsible leader values in stakeholder inclusion and exclusion. Equality, Diversity and Inclusion: An International Journal. http://doi.org/10.1108/edi-06-2023-0187

Shabbir, H., Baines, P., Dean, D., & Braddock, K. (2023). Countering reactionary co-radicalization (RC-R): using multi-representational ads. Critical Studies on Terrorism. http://doi.org/10.1080/17539153.2023.2295062

Jones, S., Singh, P., & Dean, D. (2023). To bin or not to bin. Journal of Customer Behavior, 22 (1-2), 68-77. http://doi.org/10.1362/147539223X16838127399223

Jones, S., Singh, P., & Dean, D. (2023). To bin or not to bin. Journal of Customer Behavior, 22 (1-2), 68-77. http://doi.org/10.1362/147539223X16838127399223

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. http://doi.org/10.1177/10946705211025606

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. http://doi.org/10.1080/15377857.2020.1825271

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. http://doi.org/10.1080/0267257X.2020.1775108

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. http://doi.org/10.1108/EJM-03-2018-0187

Haseeb, S., Hyman, M., Dean, D., & Dahl, S. (2019). Freedom through marketing is not double speak. Journal of Business Ethics, 1-15. http://doi.org/10.1007/s10551-019-04281-x

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. http://doi.org/10.1108/ejm-11-2017-0840

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. http://doi.org/10.1016/j.jbusres.2015.07.019

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. http://doi.org/10.1016/j.jbusres.2016.01.019

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. http://doi.org/10.1080/13527266.2013.864321

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. http://doi.org/10.1080/0267257x.2015.1036768

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. http://doi.org/10.2501/ijmr-2015-033

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. http://doi.org/10.1080/15377857.2014.990849

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. http://doi.org/10.1080/0267257x.2015.1018307

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. http://doi.org/10.1108/qmr-12-2012-0058

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. http://doi.org/10.1080/0267257x.2014.934268

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. http://doi.org/10.1080/15377857.2014.866025

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. http://doi.org/10.1057/crr.2013.18

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. http://doi.org/10.1080/15377850902813386

Dean, D. (2005). Fear, Negative Campaigning and Loathing: The Case of the UK Election Campaign. Journal of Marketing Management, 21 (9-10), 1067-1078. http://doi.org/10.1362/026725705775194111

Dean, D. (2004). A Faustian pact? Political marketing and the authoritarian personality. Journal of Public Affairs, 4 (3), 256-267. http://doi.org/10.1002/pa.189

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. http://doi.org/10.1002/pa.177

Dean, D., & Croft, R. (2001). Friends and relations: long‐term approaches to political campaigning. European Journal of Marketing, 35 (11/12), 1197-1217. http://doi.org/10.1108/eum0000000006482

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: https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-propaganda/book262889

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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