Faculty & Research
Annamma Joy
Dr. Joy is professor of marketing at UBC Okanagan (UBCO). Before assuming her position at UBCO in January 2008, she was professor of Marketing at Concordia university in Montreal. In the last decade she made several forays into the PRC and Hong Kong to do research and teaching in the areas of aesthetics, fashion and design. She has been a visiting scholar at The Hong Kong university of Science and Technology, The Hong Kong Polytechnic university, China-Europe International Business school and at Lingnan university. Most recently, she spent time at the Hong Kong Polytechnic university, researching and teaching in the Faculty of Business as well as at the Institute of Textiles and Materials. She was also a visiting scholar at SDA Bocconi university in Milan and at the Helsinki School of Economics, Helsinki. She has published articles in various journals such as the Journal of Consumer Research, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Business Research, Journal of Cross-cultural psychology, Consumption, Markets and Culture, Fashion Theory: Journal of Dress, Body and Culture, Journal of Consumer Culture and the Journal of macromarketing. She served on the Editorial Policy board (2004-2009) of the Journal of Consumer Research and was Vice President of the board between 2007-2008. She was a member of the editorial review board of the Journal of Consumer Research from 1991-2000. She currently serves on the editorial review board of Journal of Macro-marketing as well as Consumption, Markets and Culture. She has won awards for published articles in academic journals as well as for videos she has produced. She is also the recipient of major research grants from different agencies including the Social Sciences and Humanities Research Council of Canada. Her research interests are primarily in the area of consumer behaviour and branding with a current focus on luxury brands in the People’s Republic of China as well as various aspects of aesthetic consumption. Her relocation to UBC-Okanagan has spurred her interest in the study of sensorial aspects of luxury experiences with a special emphasis on the concept of taste and its connections to social class and lifestyle.