Dr Mario Campana

Staff details

Position Lecturer in Marketing and Consumer Behaviour
Email m.campana (@gold.ac.uk)
Phone +44 (0)20 7 296 4218
Dr Mario Campana

Mario is a lecturer in Marketing and Consumer Behaviour in the Institute of Management Studies who joined in April 2015. He holds a BSc and a MSc in Management from Bocconi University in Italy, and he completed his PhD in Consumer Research at Cass Business School, City University London.

Mario’s main research interests lie in the fields of social innovation and alternative economies. His approach is rooted in Consumer Culture Theory with a critical twist and macro perspective that is also reflected in his teaching practice and interests. Studying the context of complementary currencies (the Brixton Pound specifically), his dissertation investigates how ideologies and meanings associated with social innovations evolve according to contextual factors, and how this evolution influences the practices consumers, retailers,  the  local  community  and  the consumption of spaces in a social system. He also conducts research on other types of complementary currencies such as TimeBanks and Cryptocurrencies.

Mario’s also interested in the TechCity start-up scene. He is involved in City Unrulyversity, a pop-up university in the heart of London's Tech City that delivers free sessions to budding entrepreneurs.

Academic qualifications

  • BSc and MSc in Management (Bocconi University, Milan, Italy)
  • MRes in Management (Cass Business School, London, UK)
  • PhD in Management (Cass Business School, London, UK) 


Consumer Behaviour (PG)

Psychology of Marketing and Advertising (PG) 

Areas of supervision

Marketing and Consumer Behaviour

Consumer Culture

Qualitative Research Methods

Featured work



8th Worksop on Interpretative Consumer Research, University of Edinburgh Business School, Edinburgh, UK

2015 Winter Marketing Educators' Conference, AMA, San Antonio, Texas, USA


9th Consumer Culture Theory Conference, Aalto Business School, Helsinki, Finland

39th Macromarketing Conference, Royal Holloway, University of London, UK 

5th Latin American and European Meeting on Organization Studies (LAEMOS) Colloquium - La Havana, Cuba


Ethnographic Praxis in Industry Conference (EPIC) 2013 – London UK


11th European Academy of Management (EURAM) Conference - Tallinn, Estonia

Research Interests

  • Social Innovations
  • Alternative Economies and Complementary Currencies
  • Performativity
  • Consumption of Money
  • Consumer Culture Theory
  • Qualitative Research Methods
  • Ethnography


Book Section

Campana, Mario and Duffy, Katherine. 2021. RuPaul’s Drag Race: Between Cultural Branding and Consumer Culture. In: Cameron Crookston, ed. The Cultural Impact of RuPaul’s Drag Race. Why Are We All Gagging? Intellect Ltd. ISBN 9781789382563

Campana, Mario. 2017. Preface - What you don't know about GEN Z. In: Jaraad Mootee and Dominic Smith, eds. What you don't know about GENZ. IC/publishing, vii-x. ISBN 978-0-9948265-5-8


Campana, Mario; Van den Bossche, Astrid and Miller, Bryoney. 2020. #dadtribe: Performing Sharenting Labour to Commercialise Involved Fatherhood. Journal of Macromarketing, 40(4), pp. 475-491. ISSN 0276-1467

Campana, Mario; Duffy, Katherine and Micheli, Maria Rita. 2020. Queens of Drag: A Multidimensional Perspective on Core Stigma. Academy of Management Proceedings, ISSN 0065-0668

Campana, Mario; Chatzidakis, Andreas and Laamanen, Mikko. 2017. Introduction to the Special Issue: A Macromarketing Perspective on Alternative Economies. Journal of Macromarketing, ISSN 0276-1467

Laamanen, Mikko; Wahlen, Stefan and Campana, Mario. 2015. Mobilising collaborative consumption lifestyles: a comparative frame analysis of time banking. International Journal of Consumer Studies, 39(5), pp. 459-467. ISSN 1470-6423

Conference or Workshop Item

Campana, Mario and Doern, Rachel. 2018. 'Motherhood, Entrepreneurship and Consumption: the Case of the Mumpreneurs (part of a symposium on Consumption and Work in the 21st Century)'. In: Consumer Culture Theory Conference. Odense, Denmark 2018.

Campana, Mario and Doern, Rachel. 2018. 'The entrepreneurialisation of motherhood: How mumpreneurs create more productive selves in the everyday'. In: European Marketing Academy Conference. Glasgow, United Kingdom June 2018.