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 articles
  • Ozanne, JL., Davis, B., Murray, JB., Grier, S., Benmecheddal, A., Downey, H., Ekpo, AE., Garnier, M., Hietanen, J., Le Gall-Ely, M., Seregina, A., Thomas, KD. and Veer, E. (2016) Assessing the Societal Impact of Research: The Relational Engagement Approach. Journal of Public Policy & Marketing 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.
  • Yalkin, Cagri. and Veer, Ekant. (2016) Creating a Culture of Perpetual Fear and Crisis through Mandatory Consumption. Advances in Consumer Research TBA
  • Ballantine, PW., Lin, Y. and Veer, E. (2015) The influence of user comments on perceptions of Facebook relationship status updates. Computers in Human Behavior 49: 50-55. http://dx.doi.org/10.1016/j.chb.2015.02.055.
  • Veer, E. (2013) In search of meaning that matters. Journal of Research for Consumers (23): 1-4.
  • Veer, E. and Pratt, SJ. (2013) Are You Not Entertained? Exploring the Increasing Importance of Entertainment in Developing Relationships with Customers. Journal of Business & 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.
  • Veer, E. (2007) The impact of quality standards on brand image and firm attractiveness: A literature review. International Journal of Quality and Standards 1(1): 193-216.
  • Dresler-Hawke, D. and Veer, E. (2006) Making healthy eating messages more effective: combining integrated marketing communication with the behaviour ecological model. International Journal of Consumer Studies 30(4): 318-326. http://dx.doi.org/10.1111/j.1470-6431.2006.00517.x.
Conference - Published
  • Veer, E. (2010) Hiding in Plain Sight: 'Secret' Anorexia Nervosa Communities on YouTube. Jacksonville, FL, USA: Association for Consumer Research Conference, 1 Oct 2010 - 1 Oct 2010. In Advances in Consumer Research 38
  • 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 Jul 2010 - 1 Jul 2010. In European Advances in Consumer Research 9: 560-561.
  • Veer, E. and Storen, AM. (2010) The Impact of Self Referencing on Lust Filled and Loving Advertising Effectiveness. Christchurch, New Zealand: Australian and New Zealand Marketing Academy Conference (ANZMAC2010), 29 Nov 2011 - 1 Dec 2011.
  • Veer, E. (2009) Living with the obesity stigma: Perceptions of being obese from three cultures. In Advances in Consumer Research 36: 348-354.
  • Veer, Ekant. (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 Oct 2008 - 26 Oct 2008. In ADVANCES IN CONSUMER RESEARCH, VOL XXXVI 36: 801-802.
  • Fernandez, KV., Veer, E. and Lastovicka, JL. (2007) Auspiciousness: Coping with kratophany. 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, 2006. In Asia-Pacific Advances in Consumer Research 7: 125-126.
  • 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), 8-10-2003. In ADVANCES IN CONSUMER RESEARCH, VOLUME XXXI 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, 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, 11-2001.
Conference - Other
  • Veer Ekant. (2013) Technology Mediated Sexual Encounters.
  • 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. In Advances in Consumer Research
  • de Vries, HP. and Veer, E. (2012) Acculturation within small immigrant ethnic minority communities: A small business opportunity context.
  • Veer, E. and Barakat, M. (2009) Validation, Community, and Control Through Exhibitionism: Sufferers of Anorexia Nervosa and Their YouTube Vlogs.
Additional Publications
  • Veer, E. (2014) Advancing Your Early Academic Career.
  • Veer, E. (2014) Combining Research and Teaching in Academia.
  • Veer, E. (2014) I'm Struggling: Men's Experiences with Mental Illness. [Film].
  • Veer, E. (2014) Improving the Effectiveness of Health Promotions in New Zealand.
  • Veer, E. (2014) What If Health Promotion Campaigns Actually Worked?
  • 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 Ekant. (2013) Enabling Virtual Communities: The Role of Social Media and Virtual Communities to Aid Consumers' Sense of Belonging During Personal Crises.
  • Veer Ekant. (2013) Keeping Students Tuned In.
  • Veer Ekant. (2013) Social Marketing and Transformative Consumer Research: What Does the Future Hold?
  • Veer Ekant. (2013) What if Marketing Could Actually Make Society Better? (https://www.youtube.com/watch?v=ZvOwuJsPdCk).
  • Veer, E. (2013) Can Marketing actually make people's lives better?: 372-375. Melbourne: Oxford University Press. Case Study.
  • Veer, E. (2013) Transformative consumer research.
  • 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.
  • Veer, E. (0) I'm Struggling [Trigger Warning]. [Photographic Exhibition].