Dr 'Ilaisaane Fifita

PhD, MCom(Hons), BCom(Hons), BBIM

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Professional Teaching Fellow

Research | Current

  • Transformative Consumer Research
  • Cross-cultural research and identity
  • Consumer behaviour and culture

 

Journal Articles:

Seo, Y., Cruz, A.G.B., & Fifita, ‘I.M.E. (2020). Cultural globalization and young Korean women’s acculturative labor: K-beauty as hegemonic hybridity. International Journal of Cultural Studieshttps://doi.org/10.1177/1367877920907604

Fifita, 'I.M.E, Seo, Y., Ko, E., Conroy, D., Hong, D. (2019). Fashioning organics: Wellbeing, sustainability, and status consumption practices, Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.01.005

Fifita, 'I.M.E, Smith, S. D., & Fernandez, K. V. (2015). The role of self-construal in resisting tobacco smoking. Australasian Marketing Journal (AMJ)23(4), 294-302. https://doi.org/10.1016/j.ausmj.2015.10.004

Pettigrew, S., Anderson, L., Boland, W., de La Ville, V., Fifita, 'I.M.E, Fosse-Gomez, M., Kind, M., Luukkanen, L., Martin,I., Ozanne, L., Pirouzk, D., Prothero, A & Stovall, T. (2014) The experience of risk in families: conceptualisations and implications for transformative consumer research. Journal of Marketing Management, 30 (17/18), 1772-1799. https://doi.org/10.1080/0267257X.2014.955044

Teaching | Current

2020: B101, B102 and MKTG201

2019: B101, B102 and MKTG201

2018: B101, MKTG201, MKTG303 and MKTG306

 

Distinctions/Honours

2019 - Consumer Culture Theory Conference (CCT) - Best Competitive Paper Award

2019 - Business Research Translation Competition Award

2016 - KSMS International Conference - Doctoral Thesis Excellence Award 

Responsibilities

Ethics Advisor, Marketing department

Areas of expertise

Cross-cultural research, Transformative Consumer Research and social marketing (tobacco control), self-construal, identity, consumer resistance, consumer behaviour and culture.

Selected publications and creative works (Research Outputs)

As of 29 October 2020 there will be no automatic updating of 'selected publications and creative works' from Research Outputs. Please continue to keep your Research Outputs profile up to date.
  • Fifita, I. (2017). Consumer resistance to luxury gift-giving. Paper presented at Global Fashion Management Conference, Vienna, Austria. 6 July - 9 July 2017. 2017 Global Fashion Management Conference.
  • Fifita, I., Hong, D., Seo, Y., Ko, E., & Conroy, D. (2017). Sustainable food consumption as luxury fashion: Insights from the organic market in South Korea. Paper presented at Global Fashion Management Conference, Vienna, Austria. 6 July - 6 July 2017. 2017 Global Fashion Management Conference.
    Other University of Auckland co-authors: Denise Conroy
  • Fifita, I. M. (2017). Luxury organic food consumption in Korea. Paper presented at 2017 KSMS International Conference, Seoul, Republic of Korea. 11 November - 12 November 2017. 2017 Korean Scholars of Marketing Science International Conference.
  • Fifita, I. M. E., Smith, S. D., & Fernandez, K. V. (2015). The role of self-construal in resisting tobacco smoking. Australasian Marketing Journal, 23 (4), 294-302. 10.1016/j.ausmj.2015.10.004
    URL: http://hdl.handle.net/2292/27924
    Other University of Auckland co-authors: Karen Fernandez, Sandra Smith
  • Pettigrew, S., Anderson, L., Boland, W., de La Ville, V. I., Fifita, I. M. E., Fosse-Gomez, M. H., ... Ozanne, L. K. (2014). The experience of risk in families: Conceptualisations and implications for transformative consumer research. Journal of Marketing Management, 30 (17-18), 1772-1799. 10.1080/0267257X.2014.955044
  • Fifita, I. M. E., & Fernandez, K. V. (2014). Consumer resistance to improve well-being: Non-smokers perspective. Anti-consumption and Consumer Wellbeing, 60-62. Kiel, Germany.
    Other University of Auckland co-authors: Karen Fernandez
  • Fifita, I., & Fernandez, K. (2013). The role of self-construal in developing a resistant consumer identity. Paper presented at 2013 Australian and New Zealand Marketing Academy Conference: Engaging with our future, Auckland, New Zealand. 1 December - 4 December 2013. Proceedings of the 2013 Australian and New Zealand Marketing Academy Conference.
    Other University of Auckland co-authors: Karen Fernandez
  • Fifita, I. M., & Lee, M. S. W. (2011). All I Want for Christmas is the Real Thing: Re-Authentication via Gift-giving Resistance. Paper presented at ANZMAC Annual Conference: Marketing in the Age of Consumerism: Jekyll or Hyde?, Perth, Australia. 28 November - 30 November 2011.
    Other University of Auckland co-authors: Michael Lee

Contact details

Primary office location

SIR OWEN G GLENN BUILDING - Bldg 260
Level 4, Room 415
12 GRAFTON RD
AUCKLAND CENTRAL
AUCKLAND 1010
New Zealand