Graham Roberts

Faculty Member at Université Paris-Ouest Nanterre La Défense, LCE

Graham H. Roberts teaches Russian and International Marketing at Paris Nanterre University. A member of Nanterre’s CRPM Research Laboratory (EA 4418), he is also an associate member of the Research Laboratory REGARDS (EA 6292) at the University of Reims Champagne-Ardennes.

The author of a DPhil (Oxford University) on Soviet literature, Graham H. Roberts’ teaching and research interests currently include brand strategy and international marketing, especially (but by no means exclusively) in Eastern Europe. His research is essentially qualitative, and is situated at the crossroads of Cultural Studies and Marketing. His current projects include an article on Manchester United fans’ resistance to the club’s co-branding initiative with Russian airline company Aeroflot (with Philippe Odou), and a study of alternative design, production and consumption patterns in the men’s fashion sector in Northern France. His long-term projects include a cultural geography of men, masculinity and fashion brands in emerging markets.

Selected publications


Roberts, G. (2016), Consumer Culture, Branding and Identity in the New Russia: From Five-year Plan to 4×4Abingdon and New York: Routledge.

Edited Volume

Roberts, G. (2017), Material Culture in Russia and the USSR: Things, Values, IdentitiesLondon and New York: Bloomsbury Academic.

Contributions to edited volumes

Roberts, G. (2014), Rebranding Moscow on Selected Social Media, in New Media in New Europe-Asia, Jeremy Morris, Natalya Rulyova and Vlad Strukov (eds), Abingdon and New York: Routledge, 286-304.

Roberts, G. (2016), Big Store Design and Marketing Effects: Non-Western, New-Build Shopping Malls and Implications for the Re-enchantment of Consumption », in Multi-Channel Marketing, Branding and Retail Design: New Challenges and Opportunities, Charles McIntyre, T. C. Melewar and Charles Dennis (eds), Bingley: Emerald, 135-61.

Articles in peer-reviewed journals

Odou P., Roberts G., and Roux D. (2017), Co-producing cyber protest: Mesomobilization in the Digital age, Consumption, Markets and Culture, forthcoming.

Roberts, G. (2013), Revolt into style: Consumption and its (dis)contents in Valery Todorovsky’s film Stilyagi,  Film, Fashion & Consumption, 2 (2), 187-200 (doi: 10.1386/ffc.2.2.187_1)

Roberts, G. (2014), Message on a Bottle: Packaging the Great Russian Past, Consumption, Markets and Culture, 3 (17), 295-313.

Odou Ph., Roberts, G., and Roux D. (forthcoming), Co-producing Cyber Protest: Mesomobilization in the Digital Age, Consumption, Markets and Culture.

Personal Research Page:

Membership of Scholarly Networks:

European Popular Culture Association

Extreme Anthropology Network

Drinking Studies Network