Mendoza Directory

Faculty & Research

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Tonya Williams Bradford

Assistant Professor

BIO

My research focus is ritual and community, across contexts of societal importance such as money management and intergenerational asset transfers, health and well-being through weight loss, innovation and organ transplantation, and societal aid through charitable giving. I investigate relationships across market and gift exchange to explain how market resources are orchestrated by consumers to enact rituals, where ritual is defined as episodic performances of a string of events. Exchange is a core ritual in marketing, and the norms of exchange are governed by culture. Given the cultural influence on exchange, my research is contextualized within communities where individuals are socialized to specific norms. My findings contribute explanations of how consumers employ resources to enact rituals. I teach required courses in the undergraduate and MBA programs. I obtained my BA, MBA, and PhD from Northwestern University, and worked in the financial services sector, domestically and abroad, from 1986 to 2003.

AREAS OF EXPERTISE

EDUCATION

TEACHING

  • Brand Strategy
  • Principles of Marketing

PUBLICATIONS

"Earmarking Money and Consumption," (with Sonya A. Grier, Geraldine Rosa Henderson), To appear in Research in Consumer Behavior, 15.

"Hyperfiliation and Cultural Citizenship: African American Consumer Acculturation," (with John F Sherry, Jr.), To appear in Journal of Business Research, 2014.

"Orchestrating Rituals through Retailers: An Examination of Gift Registry," (with John F Sherry, Jr.), To appear in Journal of Retailing, 2013.

"Intergenerationally Gifted Asset Dispositions,"  Journal of Consumer Research, June, 2009.

Book Articles and Chapters

Gifts and Gifting in Online Communities, (with Sonya A Grier, Geraldine Rosa Henderson), Emerald (2012).

PRESENTATIONS

Geraldine Rosa Henderson, Tonya Williams-Bradford, Sonya A Grier, American Marketing Association: Winter Educators Conference, American Marketing Association, Las Vegas, Nevada, "Branded Together for Support: The Role of Brand Constellations in Virtual Support Communities," (February 2013).

John F Sherry, Jr., Tonya Williams-Bradford, Association for Consumer Research, Association for Consumer Research, Vancouver, Canada, "Creating Home and Community in Public Spaces: Vestaval in Tailgating” ," (October 2012).

Tonya Williams-Bradford, Sonya A Grier, Geraldine Rosa Henderson, Consumer Culture Theory Conference, Consumer Culture Theory, Oxford University, "Gifts and Gifting in Online Communities," (August 2012).

Tonya Williams-Bradford, John F Sherry, Jr., Consumer Culture Theory Conference, Consumer Culture Theory, Northwestern University, "A Cultural Analysis of Tailgating on a Midwestern American Collegiate Campus," (June 2011).

Tonya Williams-Bradford, Marketing and the Common Good, Mendoza College of Business, Marketing Department, University of Notre Dame, "Exploring Ethics of Paired Kidney Donation," (April 2011).

Tonya Williams-Bradford, Naja Williams Boyd, Association for Consumer Research, Association for Consumer Research, Jacksonville, FL, "Organ Donation as Gifting," (October 2010).

Tonya Williams-Bradford, Christie Nordhielm, Association for Consumer Research, Association for Consumer Research, Nashville, TN, "Head, Heart, and Hand: Brand Loyalty," (October 2007).

Tonya Williams-Bradford, Angela Y. Lee, Association for Consumer Research, Association for Consumer Research, Austin, TX, "Benjamin My Friend or My Money? The Role of Transaction vs. Relationship Wealth in Subjective Well Being," (October 2005).

Tonya Williams-Bradford, John F Sherry, Jr., Association for Consumer Research, Association for Consumer Research, Austin, TX, "Constructing a Past for Today: Appropriated Collective Memory for Identity (Re)presentation," (October 2005).

Tonya Williams-Bradford, Association for Consumer Research, Association for Consumer Research, Austin, TX, "Money and Meaning: Social Capital and Inter Vivos Gifting," (October 2005).