Annamma Joy


Faculty of Management
Office: EME 4129
Phone: 250.807.8533

Courses & Teaching

Undergraduate Courses:
MGMT 440 Brands, Culture and Marketing
MGMT 442 Consumer Behavior

Graduate Courses:
Brand Management (PhD)
Consumer Culture Theory (PhD)


Dr. Joy is a Professor of Marketing at UBC, Kelowna campus. Before assuming her position in January 2008, she was Professor of Marketing at Concordia University in Montreal. Her research interests are primarily in the area of consumer behaviour and branding with a special focus on luxury brands, fashion brand experiences, consumer behaviour in the People’s Republic of China (PRC), and aesthetic consumption. 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, Hong Kong, SDA Bocconi, Milan, the Helsinki School of Economics and Aalto University in Helsinki, Finland.

After joining the faculty here at UBCO, she began research on wine consumption and wine marketing. She has published several articles in consumer behaviour and marketing journals such as the Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Cross-cultural Psychology, Journal of Economic Psychology, Consumption, Markets and Culture. Dr.Joy has won several awards for her articles published in journals in addition to videos she helped produce.


PhD, University of British Columbia
MA, University of British Columbia
MBA, Concordia University
BA, University of Madras

Selected Grants & Awards

Invited to be Key note Speaker at the Third International conference on application of anthropology to Business, May 21-25, Tianjin, China, May 2015

Keynote Speaker, Association of Consumer Research: Gender, Marketing and Consumer Behavior Conference, Helsinki, Finland, June 2014

Recipient of SSHRC Insight Grant: “Luxury Brand Management in India” [with R. Belk], 2013

Recipient of SSHRC Insight Development Grant: “Taste Culture Development and Wine Consumption,” 2012

Member of Editorial Review Board, Journal of Macro-Marketing, Current

Member of Editorial Review Board, Consumption, Markets, and Culture, Current

Member of Editorial Review Board, Cornell Hospitality Quarterly, Current

Editor, Journal of Fiber Bio-Engineering and Informatics, 2011-

VP, Editorial Policy Board, Journal of Consumer Research, 2007-2008

Member of Editorial Policy Board, Journal of Consumer Research, 2005-2009

Member of Editorial Policy Board, Journal of Consumer Research, 1991-2000


Interviewed by CBC Kamloops on consumerism and the impact of Black Friday on consumption (Nov. 26, 2014)

Interviewed by CBC Kelowna, about the frenetic desire to purchase, especially on Black Friday (Nov. 25, 2014)

Interviewed by BBC radio on the meaning of possessions and luxury goods (Nov. 24, 2014)

Interviewed about Fast Fashion and sustainability by fashion blogger in Boston (Aug. 2014)

Interviewed by Jim Potoski, An American in Kelowna, “Getting Schooled by Dr. Annamma Joy at UBC Okanagan on Branding and the Impact of Culture on Consumption” (Dec. 2014)


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