Research
Daniela has two main research interests: gendered consumption and historical marketing.
Her research projects include:
- iconic branding and
Feminist consumption
My main interest is in how gender shapes our access and understanding of consumption.
I am looking at this with a project on women proposing to men, which looks at how gender equality is changing family rituals. The project has been funded by the ULMS pump-priming scheme and is run in collaboration with Dr Vera Hoelscher (Royal Holloway University of London) and Dr Ratna Khanijou (Goldsmiths, University of London), and is summarised here: Research Project Animation
The second direction of this research interest is queer theory and its epistemological potential for the marketing discipline. I am exploring this with Athanasia Daskalopoulou (ULMS).
Food consumption and national identity
The second research interest is how food is used to market national ideologies and the invention of commercial traditions. I have mainly explored this through a project funded by the BA/Small Leverhulme Grant on Italian breakfast, adopting archival research in Italian business archives. Thanks to this project, I started a collaboration with Prof Christina Lubinski (Copenaghen Business School).
Research groups
Research grants
Inventing Breakfast: the role of the Italian bakery industry in a new eating practice
BRITISH ACADEMY (UK)
April 2019 - May 2022