Annamma JoyAnnamma Joy Photo

Office: EME 4129
Phone: 250-807-8606
Fax: 250-807-8533

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


Brand Culture and Brand Experiences
Consumer Behavior
Luxury Brands
High Fashion and Fast Fashion in the PRC and Hong Kong 
Aesthetic Consumption
Wine Marketing

Courses Taught:

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.

Selected Publications

Refereed Publications:

Pena, C. A. Joy & Lawrence, K. (2016/2017, accepted). Sensory Consumption and Strategic Marketing of Wine: Perspectives from British Columbia Wineries. In C. Santini (Ed.),  Consumer Science and Strategic Marketing: Case Studies in the Wine Industry. CA, USA: Elsevier.

Joy, A., Meamber, L., & Venkatesh, A. (2016 in press). Fashion in Consumer Culture. In M. Keller, B. Hakkier, and T-A. Wilska (Eds.), Handbook of Consumption. London, UK: Routledge. 

Joy, A., & Pena, C. (2016 in press). Sensory Marketing: Discourses and Future Directions. In D. Huang and B. Moeran (Eds.), Creative Engagements between Anthropology and Management Studies. Journal of Business Anthropology Book series. New York, USA: Berghahn Book publishers.

Joy, A., Bhardwaj, R., & Belk, R. (2016, in press). Consumers and Luxury. In M. Keller, B. Hakkier, and T-A. Wilska (Eds.), Handbook of Consumption. London, UK: Routledge. 

Joy, A., Sherry, Jr., J.F., & Wang, J. (2016, in press). Tasting, Savoring, Signaling and Red-Hot Sociality: Articulating the Structure of the Luxury brand Experience in Hong Kong and the PRC. In M. Jayne (Ed.), Chinese urbanism: everyday critical perspectives. Routledge.

Joy, A., & Pena, C. (2016, in press). Body, Culture and the Senses: Anthropological and Marketing Perspectives. In H.W., Wong and B. Moeran (Eds.), Creative Engagement between Anthropology and Business Studies.

Joy, A., & Pena, C. (2016, in press). Sustainability in the Fashion Industry: Some Critical Observations.  In C. Heninger (Ed.),Sustainability in Fashion: A Cradle to Upcycle Approach, UK: Palgrave Pivot.

Joy, A (2015). Servicescapes. The Wiley-Blackwell Encyclopedia of Consumption and Consumer Studies – Invited Entry ID ECCS-2013- published on Feb 6th 2015. 

Joy, A., Belk, R., & R.  Bhardwaj (2015). Judith Butler on Performativity and Precarity: Exploratory Thoughts on Gender and Violence in India. Journal of Marketing Management, 31(15-16), no pages.


Forthcoming Refereed Publications:

Joy, A., Belk, R., & Bhardwaj, R. (2017). Judith Butler on performativity and precarity: Exploratory thoughts on gender and violence in India. In A. Arsel, K. Erãranta, & J. Moisander (Eds.), Gendering theory in marketing and consumer research. UK: Routledge.

Joy, A., C. Pena and K. Lawrence (2017accepted). Using Sensory Profiling for Strategic Decision Making: Wineries in the Okanagan Valley.  In C. Santini and D. Cavicchi (Eds.) Consumer Science and Strategic Marketing: Case Studies in the Wine Industry. CA, USA: Elsevier.


Invited Publication:

Joy, A. (2013). Fast Fashion, Luxury Brands and Sustainability. World Financial Review. Available at:  July 13) (editor’s choice)


Other Refereed Publications:

Joy Annamma, Jeff Wang, Tsang-Sing Chan, John F. Sherry Jr., and Geng Cui (2014) “ M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions” Journal of Retailing, (in press).

Jeff Wang, Annamma Joy, and John F Sherry Jr. (Fall 2012) “Creating and Sustaining a Culture of Hope: Feng Shui Discourses and practices in Hong Kong.” Forthcoming in Journal of Consumer Culture.

Joy Annamma and Eric Li (Spring 2012)“Studying Consumption Behaviour through Multiple Lenses: An overview of Consumer Culture Theory.” Journal of Business Anthropology, Vol.1 (1). P 141-173.3.

Joy Annamma , John Sherry Jr., Alladi Venkatesh, Jeff Wang and Ricky Chan (2010) “Fast Fashion, Sustainability and the Ethical Appeal of Luxury brands” Fashion Theory: The Journal of Dress, Body and Culture," vol. 16. No.3. p. 273-296.

Geng Cui, Tsong Sing Chan, and Joy Annamma (2012) "Decomposition of Cross-Country Differences in Consumer Attitudes Toward Marketing." Journal of Consumer Marketing, Vol 29 (in press).

Joy Annamma, John Sherry Jr., Gabriele Troilo and Jonathan Deschenes (2010), "Re-thinking the Relationship between Self and Other: Levinas and Narratives of Beautifying the Body. " Journal of Consumer Culture, Vol.10. No.3. pages 1-29.

Venkatesh Alladi, Joy Annamma, John Sherry Jr., and Jonathan Deschenes (2010), "The Aesthetics of Fashion,: Female Bodies and Luxury Brands." Journal of Consumer Psychology, Vol 20, pages 459-470.

Joy Annamma, John Sherry Jr, Alladi Venkatesh and Jonathan Deschenes (2009), Perceiving Images and Telling Tales: A Visual and Verbal Analysis of the Meanings of the Internet. " Journal of Consumer Psychology 19: pages 556-566.

Joy Annamma., John Sherry Jr. and Jonathan Deschenes (2009) "Conceptual Blending in Advertising." Journal of Business Research, 62 (1): pages 39-49.

Joy Annamma, Geng Cui, and Tsong Sing Chan (2008) "Consumer Attitudes Toward Marketing: A Cross-Cultural Study of China and Canada," Journal of International Consumer Marketing, Vol 20, no 3-4, pages 1-13.

Joy Annamma, John Sherry Jr, Jonathan Deschens and Gabriele Troilo (2006) "Writing It Up, Writing It Down: Reflexivity-in Accounts of Consumer Behavior." Handbook of Qualitative Methods in Marketing and Consumer Research, ed. Russell Belk, Northampton, MA: Elgar Press, pages 345-360.10

Joy Annamma and John Sherry Jr. (2004) "Framing Considerations in the PRC: Creating Value in the Contemporary Chinese Art Market " Consumption, Markets and Culture, 7 (9), pages 307-348.

Joy Annamma and John Sherry Jr. (2003) "Speaking of Art as Embodied Imagination: A Multi-Sensory Approach to Understanding Aesthetic Experience."Journal of Consumer Research, 30 (2), pages 259-282.

Joy Annamma and John Sherry Jr (2002) "Disentangling the Paradoxical Alliances between Art Market and Art World." Consumption, Markets and Culture 6 (3), pages 155-182.

Joy Annamma (2001), Gift Giving in China and the Continuum of Social Ties" Journal of Consumer Research, Vol.28. no.2. pages 239-256.



Grants and Honours

Invited to be Key note Speaker at the Third International conference on application of anthropology to Business, May 21-25, Tianjin, China.   May 21-25, 2015
Keynote Speaker, Association of Consumer Research: Gender, Marketing and Consumer Behavior Conference, Helsinki, Finland June 24-26, 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
Member of Editorial Review Board, Consumption, Markets, and Culture
Member of Editorial Review Board, Cornell Hospitality Quarterly
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)


Video Links

Last reviewed shim4/4/2018 10:36:23 AM