Dr Vikram Kapoor

Staff details

Position Lecturer in Marketing
Email v.kapoor (@gold.ac.uk)
Phone +44 (0)20 8228 5804
Dr Vikram Kapoor

Dr Vikram Kapoor joined the Institute of Management Studies in 2022. He has previously held academic roles at Birkbeck, University of London. Vikram obtained his PhD from the University of Limerick in Ireland and Mphil from Bocconi University in Italy. He graduated from St. Xavier's College, University of Calcutta, with an MCom and a BCom (Honors) degree.

Vikram won the 2019 ACR-Sheth Public-Purpose Dissertation Award and the 2021 AMS Review-Sheth Foundation Doctoral Competition for Conceptual Articles. His works have been published in the Journal of Public Policy & Marketing, Consumption Markets & Culture, Journal of Sustainable Tourism, Academy of Marketing Science Review, and Marketing Intelligence & Planning. Vikram serves on the Editorial Board of Consumption Markets & Culture and Festival Culture Research & Education, UK. He teaches Consumer Culture, Brand Management and Qualitative research methods. Vikram also serves as the Chair of the IMS PGT Exam Board.

Academic qualifications

  • PhD in Marketing and Management- University of Limerick, Ireland 2020
  • MPhil in Business Administration and Management (Marketing)- Bocconi University, Italy 2016
  • MCom (Marketing Management)- University of Calcutta, India 2010
  • BCom (Honors)- University of Calcutta, India 2002

Research interests

Consumer culture theory
Consumer identity projects
Rituals and festivals
Self-gift giving
Arts-based research methods

Publications and research outputs


Kapoor, Vikram. 2024. Promoting Sustainable Development in Festivals through Ritual Revisions. Journal of Sustainable Tourism, ISSN 0966-9582

Kapoor, Vikram. 2023. Uncloseted. Consumption Markets & Culture, 26(5), pp. 377-385. ISSN 1025-3866

Kapoor, Vikram and Belk, Russell. 2022. ‘Pressure creates diamonds’/‘fire refines gold’: conceptualizing coping capital. AMS Review, 12(3-4), pp. 196-215. ISSN 1869-814X

Kapoor, Vikram; Belk, Russell and Goulding, Christina. 2022. Ritual Revision During a Crisis: The Case of Indian Religious Rituals During the COVID-19 Pandemic. Journal of Public Policy & Marketing, 41(3), pp. 277-297. ISSN 1547-7207

Kapoor, Vikram and Belk, Russell. 2022. Coping and career choices: Irish gay men’s passage from hopelessness to redemption. Consumption Markets & Culture, 25(1), pp. 52-78. ISSN 1025-3866

Kapoor, Vikram; Patterson, Maurice and O'Malley, Lisa. 2020. Liminal consumption of “the cosmic ballet”: an autoethnography. Consumption Markets & Culture, 23(1), pp. 61-80. ISSN 1025-3866

Pradhan, Debasis; Kapoor, Vikram and Moharana, Tapas Ranjan. 2017. One step deeper: gender and congruity in celebrity endorsement. Marketing Intelligence & Planning, 35(6), pp. 774-788. ISSN 0263-4503

Professional Activity

Kapoor, Vikram and Tasheva, Stefani. 2023. Communication During Crisis: Lessons post-pandemic.


Kapoor, Vikram and Belk, Russell. 2023. Discourse analysis to understand unindicated co-conspirators and revelation of undisclosed co-authors. SAGE Research Methods: Business and Management, London.

Further profile content

Goldsmiths Research Centres/Groups

Grants and awards

2019: Winner, ACR-Sheth Public-Purpose Dissertation Award

2021: Winner, AMS Review-Sheth Foundation Doctoral Competition for Conceptual Articles

2021: Fellow, Academy of Marketing Science (AMS) Doctoral Consortium

2023: Early Career Research Fund (ECRF), Goldsmiths

Conferences and talks

Kapoor, V. "Uncloseted." Transformative Consumer Research Conference, 2023.

Hein, W., V. Kapoor, and R. W. Belk. “Analysis of Analysis: Sharing Practices to Raise Multivoicedness in Diverse Research Teams." GENMAC, 2022.

Kapoor, V., and R. W. Belk. “‘Pressure Creates Diamonds’/‘Fire Refines Gold’: Conceptualizing Coping Capital.” Academy of Marketing Science Conference, June 2021.

Kapoor, V., R. W. Belk, and C. Goulding. “Revisions in Indian Religious Rituals & Festivals During the COVID-19 Pandemic.” 2nd Annual International Symposium on Festival Culture (ISFC), June 2021.

Kapoor, V., M. Patterson, and L. O’Malley. “Identity and Consumption of Multiply Marginalized Homosexuals: An Oral History Approach.” Doctoral Colloquium, University of Stirling Management School, Scotland, 2018.