Dr. Ela Veresiu

Assistant Professor of Marketing, Schulich School of Business, York University

Ela Veresiu

Ela Veresiu is an Assistant Professor of Marketing and the Marketing Area PhD Program Coordinator at the Schulich School of Business, York University. Her research, which focuses on understanding and promoting consumer diversity and market inclusion at the interplay of identity, technology, branding, and institutions, has been awarded the prestigious Sidney J. Levy Award, funded by the Social Sciences and Humanities Research Council of Canada (SSHRC), published in the Journal of Consumer Research, Consumption Markets and Culture, and Marketing Theory, and featured by, among others, Fast Company, Pacific Standard, The Conversation, and The Huffington Post.


Awards & Grants


Latest PublicationS

Veresiu and Giesler 2018

"Beyond Acculturation: Multiculturalism and the Institutional Shaping of an Ethnic Consumer Subject," Journal of Consumer Research, 45 (3), 553-70. *Based on Dissertation

Veresiu and Giesler 2018

“Neoliberalism and Consumption,” in Consumer Culture Theory, eds. Eric J. Arnould and Craig J. Thompson, Thousand Oaks, CA: Sage Publishing,

Castilhos, Dolbec, Veresiu 2017

"Introducing a Spatial Perspective to Analyze Market Dynamics," Marketing Theory, 17 (1), 9-29. *Lead Article


#QDA19 (QUALITATIVE DATA ANALYSIS WORKSHOP) KEYNOTE

Data Journey into the Woods
Michelle Barnhart, Amber Epp, and Ela Veresiu


MSI Working Paper Series

Giesler, Markus, Ela Veresiu and Ashlee Humphreys, “How Consumer Empathy Drives Platform Success”


Refereed Proceedings

Veresiu, Ela (2019), “Racialized Brands: A By-Product of Cultural Branding,” in NA-Advances in Consumer Research, Vol.47, ed. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN: Association for Consumer Research, forthcoming.

Veresiu, Ela and Markus Giesler (2018), “Consumer Enactment of Devaluing Marketplace Myths: Insights from a Multi-sited Ethnography of Gypsies,” in NA-Advances in Consumer Research, Vol.46, ed. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN: Association for Consumer Research, forthcoming.

Ertimur, Burcak, Ela Veresiu and Markus Giesler (2018), “Trading Crypto Currency: The Ideological Shaping of Consumer Financial Decision Making” in NA-Advances in Consumer Research, Vol.46, ed. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN: Association for Consumer Research, forthcoming.

Veresiu, Ela, Ana Babic Rosario, and Thomas Derek Robinson (2018), “Nostalgiacising: A Performative Theory of Nostalgic Consumption,” in NA-Advances in Consumer Research, Vol.46, ed. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN: Association for Consumer Research, forthcoming.

Veresiu, Ela and Markus Giesler (2016), “Market-Mediated Multiculturation: The Institutional Shaping of the Ethnic Consumer Subject,” in NA-Advances in Consumer Research, Vol.44, ed. Page Moreau and Stefano Puntoni, Duluth, MN: Association for Consumer Research, forthcoming.

Brunk, Katja H., Benjamin J. Hartmann, and Ela Veresiu (2016), “The Politicization of Markets: Exploring the Interplay Between Politics and Markets,” in NA-Advances in Consumer Research, Vol.44, ed. Page Moreau and Stefano Puntoni, Duluth, MN: Association for Consumer Research, forthcoming.

Giesler, Markus, Ela Veresiu, and Ashlee Humphreys (2015), “Designing a Sharing Economy through the Process of Market Empathization," in NA-Advances in Consumer Research, Vol.43, ed. Kristin Diehl and Carolyn Yoon, Duluth, MN: Association for Consumer Research, 152-156. 

Veresiu, Ela, Pierre-Yann Dolbec, and Rodrigo Castilhos (2014), "Conceptualizing the Space of Markets: How Spatiality Influences Market Dynamics," in NA-Advances in Consumer Research, Vol. 42, ed. June Cotte and Stacy Wood, 265-270. 

Brunk, Katja H., Luca M. Visconti and Ela Veresiu (2013), “Expanding the Theoretical Boundaries of Consumer Acculturation: Investigating the Role of Institutional Forces and Nostalgia,” in NA-Advances in Consumer Research, Vol. 41, ed. Simona Botti and Aparna Labroo, 94-99.

Veresiu, Ela and Markus Giesler (2013), “Fiddler on the Street: How Roma Refugees Enact Host Cultural Images of Nostalgic Otherness,” in NA-Advances in Consumer Research, Vol. 41, ed. Simona Botti and Aparna Labroo, 94-99.

Veresiu, Ela (2012), “Myth Market Collaboration: Transforming a Culturally Contaminated Area into a Thriving Tourism Market,” in NA-Advances in Consumer Research, Vol. 40, ed. Zeynep Gürhan-Canli, Cele Otnes, and Rui Zhu, 129-133.

Veresiu, Ela and Markus Giesler (2011), “Ethnic Entrepreneurship: Creating an Identity-Enhancing Assemblage of Public and Private Servicescapes in the Global City,” in NA-Advances in Consumer Research, Vol. 39, ed. Rohini Ahluwalia, Tanya Chartrand, and Rebecca Ratner, Duluth, MN: Association for Consumer Research, 125-126.

Veresiu, Ela, Luca Visconti and Markus Giesler (2011), “Servicescapes: Spaces of Representation and Dispute in Ethnic Consumer Identity Construction,” Special Session Summary, in NA-Advances in Consumer Research, Vol. 39, ed. Rohini Ahluwalia, Tanya Chartrand, and Rebecca Ratner, Duluth, MN: Association for Consumer Research, 125-129.

Veresiu, Ela and Markus Giesler (2011), "Ethnic Entrepreneurs: The Identity-Enhancing Tactics of Global City Consumption," in NA-Advances in Consumer Research, Vol. 38, ed. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research, 69-71.

Veresiu, Ela and Markus Giesler (2011), “Consuming the City: How Global Structures Facilitate Resistance to Ethnic Co-optation,” in E-Advances in Consumer Research, Vol. 9, ed. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN: Association for Consumer Research, 48-49.



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