Dr Emily Moorlock
Lecturer
Summary
I joined the Marketing subject group at Sheffield Hallam in 2013, completing my doctorate at the University in 2016. My doctorate explored how Generation Y develop strong relationships with particular brands, an area close to my current research interests in qualitative research methods, consumer behaviour, and branding. Prior to joining the University I worked in various marketing roles in the FMCG and Professional Service sectors.
About
Qualifications
- 2016: Doctor of Philosophy, Sheffield Hallam University, United Kingdom
- 2014: Post Graduate Certificate, Non business related,
- 2008: BA Business Management, University of Leeds, United Kingdom
Lecturer
Teaching expertise
- Marketing
Research
- Strategy and Marketing
Publications
Journal articles
Moorlock, E., Dekel-Daks, O., Stokes, P., & Larsen, G. (2023). Constructing Consumer-Masstige Brand Relationships in a Volatile Social Reality. Journal of Business Research, 155 (A). http://doi.org/10.1016/j.jbusres.2022.113381
Dekel-Dachs, O., & Moorlock, E. (2020). Visual Mapping of Identity: Negotiating Ethnic Identity. European Journal of Marketing, 54 (11), 2747-2775. http://doi.org/10.1108/EJM-02-2019-0143
Conference papers
Moorlock, E., & Dempsey, E. (2024). Connecting through content: Teenagers' temporal tribes. In 12th EIASM workshop on interpretive consumer research, Malaga, Spain, 18 April 2024 - 19 April 2024. Malaga, Spain: EIASM: https://www.eiasm.org/frontoffice/event_announcement.asp?event_id=1701
Moorlock, E., & Dempsey, E. (2023). Exploring Teenagers’ Use of TikTok: An Emerging Multi-Faceted Method. In Kerrigan, F. (Ed.) Academy of Marketing, University of Birmingham, 3 July 2023 - 6 July 2023 (pp. 258-259). Academy of Marketing: https://academyofmarketing.org/am2023-conference/
Book chapters
Dekel-Dachs, O., & Moorlock, E. (2024). A Guide to Conducting Participatory Collage Consumer Research. In Kawaf, F., & Dekel-Dachs, O. (Eds.) Visual Methods in Marketing and Consumer Research. (pp. 99-118). Abingdon: Routledge: http://doi.org/10.4324/9781003310877-6
Tabrizi, W., Chamberlain, S., Moorlock, E., & Hill, D. (2019). Managing the Product. In Solomon, M.R., Marshall, G.W., Stuart, E.W., Barnes, B., & Mitchell, V.-.W. (Eds.) Marketing, Real People, Real Decisions. (3rd). London: Pearson Education
Tabrizi, W., Chamberlain, S., Moorlock, E., & Hill, D. (2019). Creating the Product. In Solomon, M.R., Marshall, G.W., Stuart, E.W., Barnes, B., & Mitchell, V.-.W. (Eds.) Marketing, Real People, Real Decisions. (3rd). London: Pearson Education
Dempsey, E., Dekel, O., & Moorlock, E. (2017). Youth Subcultural Theory: Making Space for a New Perspective. In Gbadamosi, A. (Ed.) Young consumer behaviour. (1). London: Routledge
Presentations
Moorlock, E. (2016). Exploring the Romantic Relationship Metaphor in the Creation of Brand Attachment with Generation Y.
Moorlock, E. (2016). Creating Brand Attachment Relationships with Generation Y Consumers.
Other publications
Moorlock, E. (2024). Social media has made school children more fashion conscious than ever – and parents are footing the bill. The Conversation: https://theconversation.com/social-media-has-made-school-children-more-fashion-conscious-than-ever-and-parents-are-footing-the-bill-102417
Moorlock, E. (2024). To stop teenagers vaping they need to see it as cringe, not cool. The Conversation: https://theconversation.com/to-stop-teenagers-vaping-they-need-to-see-it-as-cringe-not-cool-222946