UC SPARK - University of Canterbury - New Zealand

Associate Professor Ekant Veer

Management, Marketing, and Entrepreneurship

Fields of Research

  • Social Media
  • Transformative Consumer Research
  • Earthquake research
  • Social Marketing and Health Promotion
  • Advertising Effectiveness

Researcher Summary

Ekant joined the University of Canterbury from the University of Bath in 2010.  His primary areas of interest include the use of marketing technologies & advertising to encourage social change and the role that consumption patterns play in developing consumer identity. Along with being published in a number of international journals, such as Marketing Letters, the European Journal of Marketing, Journal of Marketing Management, and the International Journal of Advertising, Ekant has been involved in projects to improve healthy living in conjunction with the WHO, various NGOs and Government bodies.

Subject Area: Disciplines

Research Projects

Key Methodologies

  • Experimental Research
  • Ethnography
  • Video-ethnography
  • Netnography/Internet Ethnography

Prizes and Awards

  • Early Career Researcher of the Year - University of Canterbury's College of Business & Economics ( 2011 )

Research/Scholarly/Creative Works

Journal Article
  • Ozanne JL., Davis B., Murray JB., Grier S., Benmecheddal A., Downey H., Ekpo AE., Garnier M., Hietanen J. and Le Gall-Ely M. (2016) Assessing the Societal Impact of Research: The Relational Engagement Approach. Journal of Public Policy and Marketing : jppm.14.121-jppm.14.121. http://dx.doi.org/10.1509/jppm.14.121.
  • Veer E., Ozanne LK. and Hall CM. (2016) Sharing cathartic stories online: The internet as a means of expression following a crisis event. Journal of Consumer Behaviour 15(4): 314-324. http://dx.doi.org/10.1002/cb.1569.
  • Veer E. (2013) Are You Not Entertained? Exploring the Increasing Importance of Entertainment in Developing Relationships with Customers. Journal of Business and Financial Affairs, 02(01) http://dx.doi.org/10.4172/2167-0234.1000e122.
  • Veer E. and Rank T. (2012) Warning! The following packet contains shocking images: The impact of mortality salience on the effectiveness of graphic cigarette warning labels. Journal of Consumer Behaviour 11(3): 225-233. http://dx.doi.org/10.1002/cb.391.
  • Naidoo R., Shankar A. and Veer E. (2011) The consumerist turn in higher education: Policy aspirations and outcomes. Journal of Marketing Management 27(11-12): 1142-1162.
  • Veer E. (2011) Being Online: How the Internet is Changing Research for Consumers. Journal of Research for Consumers (20): 1-6.
  • Veer E. and Shankar A. (2011) Forgive me, father, for I did not give full justification for my sins: How religious consumers justify the acquisition of material wealth. Journal of Marketing Management 27(5-6): 547-560. http://dx.doi.org/10.1080/0267257X.2010.517707.
  • Veer E. (2010) Controlling Communities and Destroying Heterogeneity Online. European Advances in Consumer Research Forthcoming
  • Veer E. and Kilian M. (2010) I Drink, Therefore I Am: Fear of Social Disapproval and its Impact on Attitudes Towards Anti-Binge Drinking Advertising. European Advances in Consumer Research Forthcoming
  • Veer E., Becirovic I. and Martin BAS. (2010) If Kate voted Conservative, would you? The role of celebrity endorsements in political party advertising. European Journal of Marketing 44(3-4): 436-450. http://dx.doi.org/10.1108/03090561011020516.
  • Veer E. and Pervan S. (2008) How the tone and wording of advertisements interact. International Journal of Advertising 27(2): 191-207.
  • Martin BAS., Veer E. and Pervan SJ. (2007) Self-referencing and consumer evaluations of larger-sized female models: A weight locus of control perspective. Marketing Letters 18(3): 197-209. http://dx.doi.org/10.1007/s11002-007-9014-1.
  • Sukar M., Pervan S. and Veer E. (2007) Advertising in the Middle East: exploring the impact of the west. Indian Journal of Marketing 37(8): 1-8.
  • Dresler-Hawke E. and Veer E. (2006) Making healthy eating messages more effective: combining integrated marketing communication with the behaviour ecological model. Journal of Consumer Studies and Home Economics 30(4): 318-326. http://dx.doi.org/10.1111/j.1470-6431.2006.00517.x.
Conference Contribution - Published
  • Veer E. (2010) Hiding in plain sight: Secret anorexia nervosa communities on YouTube™. In Advances in Consumer Research 38: 256-261.
  • Veer E. and Austin GC. (2010) Transformative consumer research: Postcards from Europe. London, UK: Transformative Consumer Research: Postcards from Europe, 1-1 Jul 2010. In European Advances in Consumer Research 9: 560-561.
  • Veer E. (2009) "This Day is to be Special: The Role of Exaggerated Contrast in an Indian Wedding". San Francisco, CA: 36th Annual Conference of the Association-for-Consumer-Research, 23-26 Oct 2008. In Advances in Consumer Research 36: 801-802.
  • Veer E. (2009) Living with the Obesity Stigma: Perceptions of Being Obese from Three Cultures. San Francisco, CA: 36th Annual Conference of the Association-for-Consumer-Research, 23-26 Oct 2008. In Advances in Consumer Research 36: 348-354.
  • Fernandez KV., Veer E. and Lastovicka JL. (2007) Auspiciousness: Coping with Kratophany. Orlando, FL: 34th Annual Conference of the Association-for-Consumer-Research, 28 Sep-1 Oct 2006. In Advances in Consumer Research 34: 704-708.
  • Veer E. (2007) The processual nature of the obesity stigma: From blindness to hopelessness. Sydney, Australia: Asia-Pacific Association for Consumer Research, 1-1 Jan 2006. In Asia-Pacific Advances in Consumer Research 7: 125-126. http://www.acrwebsite.org/volumes/ap07/12978.pdf.
  • Fernandez KV. and Veer E. (2004) Gold that binds: The ritualistic use of jewelry in a Hindu wedding. Toronto, CANADA: Conference of the Association-for-Consumer-Research (ACR 2003), 8 Oct 2003. In Advances in Consumer Research 31: 55-55.
  • Fernandez KV. and Veer E. (2004) THE GOLD THAT BINDS: THE RITUALISTIC USE OF JEWELRY IN A HINDU WEDDING. USA: Association for Consumer Research Conference, 1 Jan 2003.
  • Veer E. and Fernandez KV. (2001) All That Glitters Must Be 22 Carat Gold: The Meaning of Jewellery for Indian Consumers in New Zealand. Auckland, New Zealand: ANZMAC, 1 Nov 2001.
Conference Contribution - Other
  • Veer E., Connell P. and Strahilevitz MA. (2013) Different Methodological Approaches to Studying Transformative Consumer Research: What Can We Learn from Each Other? Roundtable Discussion. Vancouver, Canada: Association for Consumer Research, 3-6 Oct 2012
  • Veer Ekant. (2013) Technology Mediated Sexual Encounters. Tucson, AZ, USA: Consumer Culture Theory Conference 8, 20-22 Jun 2013
  • de Vries HP. and Veer E. (2012) Acculturation within small immigrant ethnic minority communities: A small business opportunity context. Queenstown, New Zealand: Asia Pacific Association for Consumer Research Conference, 6-8 Jul 2012
  • Veer E. and Barakat M. (2009) Validation, Community, and Control Through Exhibitionism: Sufferers of Anorexia Nervosa and Their YouTube Vlogs. Ann Arbor, MI, USA: Consumer Culture Theory 4 Conference, 11-14 Jun 2009
Additional Publications
  • Veer E. (2014) Advancing Your Early Academic Career. Brisbane, Australia.
  • Veer E. (2014) Combining Research and Teaching in Academia. University of Auckland, Auckland, New Zealand.
  • Veer E. (2014) Improving the Effectiveness of Health Promotions in New Zealand. Christchurch, New Zealand.
  • Veer E. (2014) What If Health Promotion Campaigns Actually Worked? University of Canterbury, Christchurch, New Zealand.
  • Veer E. (2014) An Insider's Perspective: Russell Belk's Contribution to the Field of Globalism and Consumption. In Sheth JN (Ed.), Legends in Consumer Behavior: Russell W. Belk: 285-289. Los Angeles: Sage.
  • Veer E.(2014) I'm Struggling: Men's Experiences with Mental Illness. [Film]. 10:20 minutes
  • Veer E. (2013) Transformative consumer research. In M.R. Solomon (Ed.), Why We Buy: Understanding Consumer Behavior, The Marketing & Management Colle.
  • Veer E. (2013) Can Marketing actually make people's lives better? : 372-375. Melbourne: Oxford University Press. [Case Study].
  • Veer E. (2013) Ethnographic videography and filmmaking for consumer research. In Bell E; Warren S; Schroeder J (Ed.), The Routledge Companion to Visual Organization: 214-226. London: Routledge.
  • Veer E. (2013) Virtually 'secret' lives in 'hidden' communities. In Belk R; Llamas R (Ed.), The Routledge Companion to Digital Consumption: 148-158. London: Routledge.
  • Veer E., Ballantine PW. and Ozanne LK. (Ed.) (2013) Asia-Pacific Advances in Consumer Research Volume 10. Duluth: Association for Consumer Research. 472pp.
  • Veer Ekant. (2013) Enabling Virtual Communities: The Role of Social Media and Virtual Communities to Aid Consumers' Sense of Belonging During Personal Crises. Newcastle Business School, Newcastle, UK.
  • Veer Ekant. (2013) Keeping Students Tuned In. Auckland, New Zealand.
  • Veer Ekant. (2013) Social Marketing and Transformative Consumer Research: What Does the Future Hold? Rheims Business School.
  • Veer Ekant. (2013) What if Marketing Could Actually Make Society Better? (https://www.youtube.com/watch?v=ZvOwuJsPdCk). University of Canterbury, Christchurch, New Zealand.
  • Veer E. (1900) I'm Struggling [Trigger Warning]. [Photographic Exhibition].