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Fleura Bardhi


Bardhi, Fleura
Associate Professor of Marketing


202 Hayden Hall
617-373-2812
f.bardhi@neu.edu

Education

PhD in Marketing, University of Nebraska-Lincoln
MS in International Business, Norwegian School of Management, Norway

Research and Teaching Interests

Professor Bardhi’s research interests are in the areas of consumer behavior. Her current research examines the ways that individuals and organizations manage the challenges of globalization, specifically the conditions of mobility and technology. Her research examines: transnational consumers; global brands; paradoxes of technology; consumption practices; and institutional consumption. Her teaching interests are in consumer behavior, marketing research, international marketing, and advertising.

Awards and Honors

Best Paper Award for the Marketing Communication and Branding Track, Summer American Marketing Association (AMA) Conference, August 8-11, San Diego, CA, 2008.

Riesman Professorship awarded at the College of Business Administration, Northeastern University, 2007-2009

Research in Development Grant (RSDF) Northeastern University Provost Grants awarded for 2007-2008

Undergraduate Provost Grant, Northeastern University in collaboration with Marketing Student Club, Spring 2009

Undergraduate Provost Grant, Northeastern University in collaboration with Marketing Student Club, Spring 2008

Selected Publications

Bardhi, F., Eckhardt, G., Arnould, E. J. (Published online 2012), “Liquid Relationship to Possessions,” In Journal of Consumer Research, 39. http://www.jstor.org/stable/10.1086/664037.

Bengtsson, A., Bardhi, F., Venkatraman, M. (2010). "How Global Brands Travel with Consumers: An Examination of the Relationship between Brand Consistency and Meaning." International Marketing Review Journal, 27(5), 519-540.

Bardhi, Fleura, Jacob Östberg, and Anders Bengtsson (2010), “Negotiating Culture Boundaries: Food, Travel, and Consumer Identities,” Consumption, Markets, Culture, 13 (2), 133-157.

Fleura Bardhi, Andrew Rohm, and Fareena Sultan, (2010) “Tuning In and Tuning Out: Media Multitasking Practices and Experiences Among Generation Y Consumers,” Journal of Consumer Behaviour, 9 (4), 316-332.

Mulki, J., Bardhi, F., Lassk, F. (2009). "Managing Remote Workers." Sloan Management Review, 51 (1), 63-69. 

Rohm, A., Bardhi, F., Sultan, F. (2009). Advances in Consumer Research ACR: “An Exploratory Study of Media Multitasking Practices and Experiences among Young Consumers” (vol. 36). Advances in Consumer Research.

Rohm, A., Fareena Sultan, Fleura Bardhi (2009), "The Multitasking Paradox: Media Consumption Among Youth Consumers," Marketing Management, 18 (6), 20-25. 

Rohm, A., Bardhi, F., Sultan, F. (2009). Advances in Consumer Research ACR: “An Exploratory Study of Media Multitasking Practices and Experiences among Young Consumers” (vol. 36). Advances in Consumer Research.

Bardhi, Fleura and Søren T. Askegaard (2008), “Home Away from Home: Home as Order and Dwelling in Mobility,” In John Sherry and Eileen Fisher (Eds.), Explorations in Consumer Culture Theory, Routledge, 83-99. 

Johnson, Devon, Fleura Bardhi, and Dan Dunn (2008), “Understanding How Technology Paradoxes Affect Customer Satisfaction with Self-Service Technology: The Role of Performance Ambiguity and Trust in Technology,” Psychology and Marketing, 25(5), 416-443.

Garcia, Rosanna, Fleura Bardhi, and Colette Friedrich (2007), “Overcoming Consumer Resistance to Innovation,” Sloan Management Review, 48(4), 82-88.

Bardhi, Fleura (2006), “A Life on the Road: Experience of Geographical Mobility and Acculturation Among Transnational Mobile Professionals,” Tourism Analysis, 11(3), 171-180.

Bardhi, Fleura and Eric J. Arnould (2005), “Thrift Shopping: Combining Utilitarian Thrift and Hedonic Treat Benefits,” Journal of Consumer Behaviour, 4(4), 1-11.

Selected Presentations

Bardhi, Fleura and Giana Eckhardt, “Access Based Consumption,” Consumer Culture Theory (CCT) Conference, Northwestern University, July 7-10, Chicago, IL. (2011).

Sultan, F., Bardhi, F., Rohm, A., "Examining Media Multitasking Practices and Experience Among Young Consumers,” Association for Consumer Research, Duluth, MN. (2009)

Bardhi, F. (Presenter & Author), Eckhardt, G. (Presenter & Author), Research Seminar Series, "Access Based Consumption,” Schulich School of Business, York University, Toronto, Canada. (October 15, 2010).

Bardhi, F. (Presenter & Author), Research Seminar Series, "Market-Mediated Collaborative Consumption in the Context of Car Sharing,” College of Business Administration, Wyoming University, Laramie, WY. (September 24, 2010).

Bardhi, F. (Presenter & Author), European Advances in Consumer Research (EACR), "Beyond Acculturation: Understanding Nomadic Consumption,” ACR, London, UK. (July 1, 2010).

Bardhi, F. (Presenter & Author), Eckhardt, G. (Presenter & Author), Arnould, E. J. (Author Only), European Advances in Consumer Research (EACR), "Understanding the Changing Role of Possessions in Global Mobility,” ACR, London, UK. (July 1, 2010).

Bardhi, F. (Presenter & Author), Research Seminar Series, "Liquid Possessions,” School of Management, Univ. of Mass, Amherst, Amherst, MA. (March 26, 2010).

Bardhi, F. (Presenter & Author), Eckhardt, G. M. (Presenter & Author), Advances in Consumer Research (ACR) Conference, "Market Mediated Collaborative Consumption in the Context of Car Sharing," ACR, Pittsburgh, PA. (October 23, 2009).

Bardhi, F. (Presenter & Author), Eckhardt, G. (Author Only), American Marketing Association 2009 Summer Educators’ Conference, "An Examination of Market-Mediated Collective Consumption: The Case of Car Sharing," AMA, Chicago, IL. (August 2009).

Bardhi, F. (Presenter & Author), Coulter, R. (Author Only), Venkatraman, M. (Author Only), Consumer Culture Theory (CCT) Conference, "A Resource-Based Perspective of Consumption: Consuming Institutional Resources to Foster Life Projects," ACR and AMA and Univ. of Michigan, Ann Arbor, MIchigan. (June 14, 2009).

Venkatraman, M. (Presenter & Author), Bardhi, F. (Author Only), Coulter, R. (Author Only), Asian Advances in Consumer Research Conference, "From Tool to Transformation: Consuming Technology to Negotiate Identity," ACR, India. (January 11, 2009).

Bardhi, F., Eckhardt, G,. “Beyond Acculturation: Understanding Nomadic Consumption,” Special Session, European Advances in Consumer Research, 9, Duluth, MN: Association for Consumer Research. (2010).

Bardhi, F., Eckhardt, G. , “Market Mediated Collaborative Consumption in the Context of Car Sharing,” in the Symposium Session Other People’s Things: Perspectives on Ownership Transfer and Sharing, Session Chair, Zeynep Arsel, Advances in Consumer Research, 37, Campbell, Margaret C., Jeff Inman, and Rik Pieters (eds.), Duluth, MN: Association for Consumer Research. (2010).

Bardhi, F., Eckhardt, G., “An Examination of Market-Mediated Collective Consumption: The Case of Car Sharing,” in the Retailing Symposium Session Qualitative Research on Shopping and Consumption, Session Chairs, Dhruv Grewal and Michael Levy, American Marketing Association 2009 Summer Educators’ Conference Proceedings, 19, Michael Kamis and Ingrid M. Martin (eds.), Chicago, IL: American Marketing Association. (2009).

Bardhi, F., Bengtsson, A., Östberg, J., “Encounters of Accidental Tourists: Maintaining Boundaries through Food Consumption,” Advances in Consumer Research, 36, Ann L. McGill and Sharon Shavitt (eds.), Duluth, MN: Association for Consumer Research, 683-683. (2009).

Bardhi, F., Andrew, R., Sultan, F., “Examining Media Multitasking Practices and Experiences Among Young Consumers,” Advances in Consumer Research, 36, Ann L. McGill and Sharon Shavitt (eds.), Duluth, MN: Association for Consumer Research, 612-612. (2009).

Bardhi, F., Coulter, R., Venkatraman, M. , “A Resource-Based Perspective of Consumption: Consuming Institutional Resources to Foster Life Projects,” Consumer Culture Theory (CCT) Conference, University of Michigan, June 11-14, Ann Arbor, MI. (2009).

Bardhi, F. (Presenter & Author), Rohm, A. (Presenter & Author), Sultan, F. (Author Only), Advances in Consumer Research (ACR) Conference, "“An Exploratory Study of Media Multitasking Practices and Experiences Among Young Consumers”," ACR, San Francisco, CA. (October 26, 2008).

Bardhi, F. (Presenter & Author), Bengtsson, A. (Author Only), Ostberg, J. (Presenter & Author), Advances in Consumer Research (ACR) Conference, "“Encounters of Accidental Tourists: Maintaining Boundaries through Food Consumption”," ACR, San Francisco, CA. (October 26, 2008).

Rohm, A. (Presenter & Author), Bardhi, F. (Presenter & Author), AMA Summer Educators' Conference, "Tuning In and Tuning Out: An Exploratory Study of Media Multitasking Among Gen Y," American Marketing Association, San Diego, CA. (August 2008).

Rohm, A. (Presenter & Author), Sultan, F. (Presenter & Author), Bardhi, F. (Presenter & Author), Research Presentation at Reebok International, "Tuning in adn Tuning out: A study of multitaking among youth consumers," Reebok Headquaters.. (April 28, 2008).

Mulki, J., Bardhi, F. (Presenter & Author), Research and Scholarship EXPO, "Working in Virtual Offices: An Examination of the Personal and Organizational Challenges and Coping Strategies," Northeastern University, Boston, MA. (March 26, 2008).

Rohm, A., Bardhi, F., Sultan, F. , “Tuning In and Tuning Out: An Exploratory Study of Media Multitasking Practices and Experiences Among Young Consumers,” American Marketing Association 2008 Summer Educators’ Conference Proceedings, 19, James R. Brown and Rajiv Dant (eds.), Chicago, IL: American Marketing Association, 310-311. (2008).

Bardhi, F., Coulter, R., Venkatraman, M., “Domesticating Technology to Build Army Family Identity,” in the Symposium Session Doing Family: The Temporal and Spatial Structuring of Family Consumption, Session Chair, Linda Price, Advances in Consumer Research, 35, Angela Lee and Dilip Soman (eds.), Duluth, MN: Association for Consumer Research, 189-193. (2008).

Industry and Academic Experience

Prior to joining Northeastern’s College of Business Administration, Professor Bardhi worked as Program Administrator for the University of Nebraska’s USAID Project in Tirana, Albania from 1995 to 1997.

Professional Services

Professor Bardhi is an Editorial Board Member for journal of Consumption, Markets, and Culture and in the Program Committee for 2012 Advances in Consumer Research (ACR) Conference; 2012 and 2011 Consumer Culture Theory Conference; 2010 European Advances in Consumer Research (EACR) Conference; 2011 Asian Advances in Consumer Research (AACR) Conference. She co-chaired and was a faculty mentor at the 2011 Consumer Culture Theory (CCT) PhD Workshop, Northwestern University, Chicago, IL., July 5-7. Professor Bardhi reviews extensively for a variety of academic journals, including Journal of Consumer Research, European Journal of Marketing, Journal of Consumer Behavior, Consumption, Markets, and Culture, International Marketing Review, Journal of Small Business Management, Journal of Marketing Management, Marketing Theory, Scandinavian Journal of Management, New Media and Society, Advances in Consumer Research. She is a member of the Association For Consumer Research and the American Marketing Association.

Recent Press

"Land of Distraction" by Maggie Jackson, to be published by Prometheus Book

Mailing Address

Fleura Bardhi
202 Hayden Hall
Northeastern University
Boston, Massachusetts  02115-5000