Elena Elkanova

Elena Elkanova

Teaching Interests

international marketing, marketing research

Research Interests

exclusion in the marketplace, place branding, transformative research, consumer culture theory, critical scholarship

Bio

Teaching interests include international marketing and marketing research. Research interests include exclusion and inclusion in the marketplace, consumer resistance, place branding, and transformative and critical scholarship. Previously taught at the Higher School of Economics (St. Petersburg, Russia).

Scholarly Contributions and Creative Productions

Journal Articles

  • Zelenskaya, E., Elkanova, E. (2021). Designing place brand architecture: the potential of a sub-brands strategy. Journal of Product & Brand Management, (30) 1 167-179.

    • Book Chapters

  • Elkanova, E., Steinfield, L. Daskalopoulou, A. (Ed.), Pirani, D. (Ed.), Ostberg, J. (Ed.) (2024). Queering Intersectionality and Sexuality Studies Sexuality in Marketing and Consumption: Queer Theory, Feminist Research, and Intersectionality. Routledge (Link)

    • Conference Proceedings

  • Elkanova, E., Nasr, N. (2024). “Empowerment of People with Disabilities: Understanding Immersion Using Technology.” 2024 Proceedings AMA Summer Academic Conference: Reconnecting With Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People
  • Elkanova, E., Nasr, N. (2024). “Empowerment of People with Disabilities: Understanding Immersion Using Technology.”
  • Dobscha, S., Elkanova, E. (2023). “1.4 Expanding Our Understanding of Inclusion and (its pesky shadow) Exclusion: How Inclusion and Exclusion Impact and are Impacted By Consumers, Marketplaces, and Markets”
  • Dobscha, S., Elkanova, E. (2023). “1.4 Expanding Our Understanding of Inclusion and (its pesky shadow) Exclusion: How Inclusion and Exclusion Impact and are Impacted By Consumers, Marketplaces, and Markets”
  • Elkanova, E. (2022). “Whose Voices Should be Included?: Applying (and Critiquing) Stakeholder Theory in the Emerging Cannabis Market in the USA ” AMA Marketing and Public Policy Conference

    • Presentations

  • Elkanova, E., Nasr, N. I. (1964). “The Effects of Disability Simulations on Pro-Social Behavior of Abled Consumers” Presented at the American Marketing Association American Marketing Association Winter 2025 Conference Phoenix, AZ
  • Elkanova, E., Nasr, N. (2024). “Empowerment of People with Disabilities: Understanding Immersion Using Technology” Presented at the AMA AMA Summer Academic Conference Boston, MA
  • Elkanova, E. (2024). “Silenced, Othered, and Resistant: Indigenous Communities in Place Branding Narratives” Presented at the Consumer Culture Theory Conference San Diego, CA
  • Nasr, N., Elkanova, E. (2024). “Empowerment of People with Disabilities: Understanding Immersion Using Technology” Presented at the AMA AMA Summer Academic Conference Boston, MA