UEA

I have joined Norwich Business School in July 2010 as a lecturer in marketing from University College Cork (Ireland). Having previously received a BBS (Hons) from Dundalk Institute of Technology (Ireland) in 2001 and a MBS (by Research) from Waterford Institute of Technology (Ireland) in 2005, in which I investigated why consumers voluntarily participate in experiential marketing communication strategies such as event-marketing, I was awarded the PhD from Waterford Institute of Technology in July 2011 for my introspective study into a consumer’s fan relationship with a film actress without the requirement for any modifications (The external examiner was Emeritus Prof. Morris B. Holbrook, Columbia University).

While I have held a number of managerial positions within sports retailing and the sports industry (among others with NIKE) prior to my academic career,  my research interests these days focus on celebrity fandom, film consumption, film marketing & business and the film industry in general. But I’m also interested in the experiential consumption of products from other creative industries (i.e. music, theatre, literature, sports, games and the arts) and have developed a strong preference for subjectivist research methodologies such as ethnography, existential-phenomenology, videography and autoethnography/subjective personal introspection.

At Norwich Business School, I’m the module coordinator for and principle lecturer in:

·         NBS-2M2Y Marketing Communications

·         NBS-3M1Y Behavioural Aspects in Marketing

 

Professional Membership:

Member of the Association for Consumer Research (ACR)

 

Awards:

Best Paper in Arts & Heritage Marketing Track Award at the Academy of Marketing (UK) Annual Conference 2008 (“The Book of Stars: Some Alternative Insights into Celebrity Fandom”)

As a self-confessed movie-buff and the devoted fan of a film actress, my current research takes a closer look at how a consumer's fan relationship with a celebrity develops and expresses itself in everyday consumer behaviour. Particular emphasis is thereby placed on the personal meaning(s) that those lived fan experiences have for the individual(s) involved.

Nearly all my life, I have also been fascinated by the film industry and filmmaking. Hence, I not only completed recently an evening course in filmmaking & production at UCC, but also have a keen interest in the complex business of film production, the marketing of films, the management of film festivals, the (international) film industry in general and how consumers experience the consumption of films. 

Hoping that someone might actually be interested in reading some of my work, I have published in the Journal of Business Research, Journal of Marketing Management, Advances in Consumer Research, European Advances in Consumer Research, Journal of Customer Behaviour, Journal of Brand Management and The Marketing Review, as well as presented regularly at national and international conferences. My paper The Book of Stars: Alternative Insights into Celebrity Fandom was awarded the Best Paper in Arts & Heritage Track Award at the 2008 Academy of Marketing (UK) Annual Conference.

PhD Research Thesis (Completed)

Wohlfeil, Markus (2011), Life as a Jena Malone Fan: An Introspective Study of a Consumer's Fan Relationship with a Film Actress, PhD thesis at Waterford Institute of Technology, Ireland, available for download: http://repository.wit.ie/1656/.

MBS Research Thesis (Completed)

Wohlfeil, Markus (2005), When Brands Become ‘Real-Lived' Experiences: Consumer Motivations to Participate in Event-Marketing Strategies, MBS thesis (by research only) at Waterford Institute of Technology, Ireland, available for download: http://eprints.wit.ie/509/.