Luciana Velloso

Staff details

Luciana Velloso


Lecturer in Marketing


Institute of Management Studies


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Luciana studies how actors and institutions shape and are shaped by our current media landscape.

Luciana Velloso is a lecturer in Marketing and Programme Director for the BSc Marketing at the Institute of Management Studies at Goldsmiths. She is currently completing her PhD in Marketing at the Schulich School of Business, York University. She holds an MBA in Marketing and International Business and a BSc (Hons) in Communications, both from the Federal University of Rio de Janeiro.

Luciana researches consumers, brands, and the media environment they interact in. Rooted in Consumer Culture Theory (CCT), her research program is centred on media system dynamics, that is, how actors and institutions shape and are shaped by our current media landscape. She is especially interested in the challenges posed by misinformation and datafication.

Luciana has held several teaching, research, and consulting positions throughout her career in Brazil, Canada, and the UK. She has carried out consulting work for the tourism, automobile, and cosmetic industries, as well as the public sector.

Research interests

  • Media system dynamics
  • Crisis management in digital environments
  • Consumer agency
  • Branding
  • Datafication
  • Misinformation
  • Consumer culture theory
  • International entrepreneurship
  • Qualitative research methods

Publications and research outputs

Book Section

Velloso, Luciana and Morais, Isabela Carvalho. 2022. O mercado e suas dinâmicas. In: Karin Brondino-Pompeo; Isabela Carvalho Morais and Carla Caires Abdalla, eds. Aspectos Culturais do Consumo: Fundamentos, Fronteiras e Aplicações. São Paulo: Pimenta Cultural, pp. 193-211. ISBN 9786559394098


Rocha, Angela da; Kury, Beatriz; Tomassini, Rodrigo and Velloso, Luciana. 2017. Strategic Responses to Environmental Turbulence: A Study of Four Brazilian Exporting Clusters. Investigaciones Regionales — Journal of Regional Research, 39, pp. 155-174. ISSN 1695-7253

Suarez, Maribel and Velloso, Luciana. 2017. Social representation of cigarettes in Brazilian popular culture. Revista Interdisciplinar de Marketing, 7(1), pp. 26-41. ISSN 1676-9783

Suarez, Maribel; Campos, Roberta Dias; Casotti, Leticia Moreira and Velloso, Luciana. 2016. So hard to say goodbye? An investigation into the symbolic aspects of unintended disposition practices. Journal of Consumer Behaviour, 15(5), pp. 420-429. ISSN 1472-0817