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Amy Rungpaka Hackley (née Tiwsakul)

Amy Rungpaka

Lecturer in Marketing

Email: r.a.hackley@qmul.ac.uk
Telephone: +44 20 7882 8785
Room Number: Mile End, Bancroft Building, Room 3.28e

Profile

Student drop-in and feedback hours
Monday: 10am-12pm

Roles
Second Year Academic Advisor

 

Dr Amy Rungpaka Hackley (neé Tiwsakul) is Lecturer in Marketing. She was previously Lecturer in Marketing at Durham Business School, Durham University, and prior to that, Lecturer in Marketing at the University of Surrey. Dr Hackley obtained her PhD from the School of Management, Royal Holloway, University of London, where she also worked as a Teaching and Research Associate. Dr Hackley's other qualifications include a MSc Marketing from the University of Birmingham, UK and a first degree in Mass Communications. She is a Fellow of the Higher Education Academy (HEA) and a member of Association for Consumer Research (ACR) and Consumer Culture Theory (CCT).

Undergraduate Teaching

Postgraduate Teaching

Research

Research Interests:

Dr Amy Rungpaka Hackley (neé Tiwsakul) is Lecturer in Marketing. She was previously Lecturer in Marketing at Durham Business School, Durham University, and prior to that, Lecturer in Marketing at the University of Surrey. Dr Hackley obtained her PhD from the School of Management, Royal Holloway, University of London, where she also worked as a Teaching and Research Associate. Dr Hackley's other qualifications include a MSc Marketing from the University of Birmingham, UK and a first degree in Mass Communications. She is a Fellow of the Higher Education Academy (HEA) and a member of Association for Consumer Research (ACR) and Consumer Culture Theory (CCT).

She is interested in accessing and theorising consumer experience with particular regard to how consumption (of brands, experiences, media) inflects consumers' senses of identity and meaning. She is very interested in taking a multi-disciplinary approach. She finds interpretive data gathering methods most fruitful in this, and she frames her interpretations of these data with relevant socio-cultural theories. Her approach to consumer research falls broadly within the area that has become known as Consumer Culture Theory (CCT) research.

Her research interests cut across issues of integrated marketing communications (IMC), advertising, product placement, experiential consumption, brand symbolism, consumer identity, promotional regulation and ethics, critical marketing, consumer research, consumer culture theory (CCT), death consumption and death rituals.    

Publications

Articles in refereed academic journals

  • Hackley, C. and Hackley, R.A. (2016), Autoethnography and Subjective Experience in Marketing and Consumer Research (Autoetnografia e experiência subjetiva em marketing e pesquisa do consumidor), Revista Interdisciplinar de Marketing, 6/1, p.3-10,http://periodicos.uem.br/ojs/index.php/rimar/issue/view/1175 
  • Hackley, C., and Hackley, R.A.  (2015), The Iconicity of Celebrity and the Spiritual Impulse, Consumption, Markets and Culture (ABS2*), DOI: 10.1080/10253866.2015.1094264 available online at http://www.tandfonline.com/doi/full/10.1080/10253866.2015.1094264.
  • Hackley, C., Bengry-Howell, A., Griffin, C., Szmigin, I.,  Mistral, W. and Hackley, R.A., (2015) ‘Transgressive Drinking Practices and the Limitations of Proscriptive Alcohol Policy Messages’, Journal of Business Research, available online at http://www.sciencedirect.com/science/article/pii/S0148296315001253  
  • Hackley, R.A. and Hackley, C. (2015), ‘How the Hungry Ghost Mythology Reconciles Materialism with Spirituality in Thai Death Rituals’, accepted for publication at Qualitative Market Research: An International Journal. Vol. 18 Iss 4 pp. 427- 441, available online at http://dx.doi.org/10.1108/QMR-08-2014-0073
  • Hackley, C. and Hackley, R.A. (2015), ‘Marketing and the Cultural Production of Celebrity in the Era of Media Convergence’, Journal of Marketing Management, Vol. 31, Iss. 5/6, p.461-477, special issue on Celebrity Convergence and Transformation. DOI: 10.1080/0267257X.2014.1000940, Available at http://www.tandfonline.com/doi/full/10.1080/0267257X.2014.1000940.
  • Bengry-Howell, A., Griffin, C., Hackley, C., Hackley, R.A., Mistral, W., and Szmigin, I. (2013), ‘Young Adults and ‘Binge’ Drinking:  A Bakhtinian Analysis’, Journal of Marketing Management, Vol.29, Iss. 7-8, p.933-949, DOI: 10.1080/0267257X.2012.729074, Available at http://www.tandfonline.com/doi/pdf/10.1080/0267257X.2012.729074#.UfqZH9twbIV  
  • Hackley, R.A. and Hackley, C. (2013), ‘Television Product Placement Strategy in Thailand and the UK’, Asian Journal of Business Research, Vol. 3, Iss. 1, p. 97-110, ISSN1178-8933.
  • Hackley, C., Brown, S. and Hackley, R.A. (2012), ‘The X Factor enigma: Simon Cowell and the Marketisation of existential liminality’, Marketing Theory, Vol. 12, Iss. 4, p.451-469 ISSN 1470-5931, DOI: 10.1177/1470593112457738.
  • Hackley, C. and Hackley, R.A. (2012), ‘Unpaid product placement: The elephant in the room in UK TV’s new paid-for product placement market’, International Journal of Advertising, Vol. 31, Iss. 4, p.703-718 ISSN 0265 0487.
  • Tiwsakul, R.A. and Hackley, C. (2012), ‘Postmodern paradoxes in Thai-Asian consumer identity’, Journal of Business Research, Vol. 65, Iss. 4, p.490-496. DOI: 10.1016/j.jbusres.2011.02.027, Available at http://dx.doi.org/10.1016/j.jbusres.2011.02.027.
  • Tiwsakul, R.A. and Hackley, C. (2012), ‘Consuming the Dead: Symbolic Exchange in Thai ‘Hungry Ghost’ Festivals’, Advances in Consumer Research, proceedings of the Association for Consumer Research (ACR) North American annual conference, Vancouver, BC, Canada, October 4th-7th.
  • Hung, K. P., Chen H. L., Peng, N., Hackley C. and Tiwsakul, R.A. (2011), ‘Antecedents of luxury brand purchase intention’, Journal of Product and Brand Management, Vol. 20, Iss. 6, p. 456-467.
  • Tiwsakul, R.A. and Hackley, C. (2009), ‘The meaning of ‘Kod-sa-na-faeng’ – Young adults’ experiences of television product placement in the UK and Thailand’ (2009), in Anne L. McGill and Sharon Shavitt (Eds), Advances in Consumer Research, Volume 36, proceedings of the Association for Consumer Research 2008, San Francisco, October, p. 584-586 ISBN 0-915552-63-9.
  • Hackley C., Tiwsakul, R.A., and Preuss L. (2008), ‘An ethical evaluation of product placement – a deceptive practice?, Business Ethics: A European Review, Vol. 17, Iss. 2, p. 109-120, ISSN 0962 8770.
  • Tiwsakul, R.A. and Hackley, C. (2007), ‘Young Thai and UK consumers’ experiences of television product placement – engagement, resistance and objectification’, in Craig-Lees, M., Gregory, G., and Davis, T. (Eds), Borderless Consumption: Asia Pacific Advances in Consumer Research, Volume 7, p. 371-376 ISBN: 0915552582.  
  • Hackley, C. and Tiwsakul, R.A. (2006), ‘Entertainment marketing and experiential consumption’, Journal of Marketing Communications, Vol. 12, Iss. 1, p. 63-75, ISSN 1352 7266.
  • Tiwsakul, R.A., Hackley, C. and Szmigin, I. (2005), ‘Explicit, non-integrated product placement in British television programmes’, International Journal of Advertising, Vol. 24, Iss. 1, p. 95-111, ISSN 0265 0487.
  • Tiwsakul, R.A. and Hackley, C. (2005), ‘Ethics and regulation of contemporary marketing communication practices: an exploration of the perceptions of UK-based consumers towards the ethical issues raised by product placement in British TV shows’, School of Management, Royal Holloway, University of London Research Paper Series (2005), June, ISBN 0 90219464

Ongoing Projects

  • Hackley, R.A (2017), The Billion Dollar Pig - A Subjective Extrospective Exploration of the Cross-Cultural Meanings of The Peppa Pig Cartoon Character Franchise, this paper has been accepted for presentation at Consumer Culture Theory (CCT) conference
  • Hackley, C. and Hackley, R.A. (2017), The Hybridisation of Advertising Under Convergence - from Text to Paratext, competitive paper, this paper has been accepted for presentation at Consumer Culture Theory (CCT) conference
  • Hackley, C. and Hackley, R.A. (2017), Paratextual Promotion and the Poetics of Marketing Communication, this paper has been accepted for presentation at Interpretive Consumer Research (ICR) conference

  Working paper  

  • Tiwsakul, R.A. and Hackley, C. (2005), ‘Ethics and regulation of contemporary marketing communication practices: an exploration of the perceptions of UK-based consumers towards the ethical issues raised by product placement in British TV shows’, School of Management, Royal Holloway, University of London Research Paper Series (2005), June, ISBN 0 90219464.

Books

  • Hackley, C. and Hackley, R.A. (2017), Advertising and Promotion, 4th Edition, London: Sage (forthcoming).
  • Hackley, C. and Hackley, R.A. (2015), Advertising and Promotion, 3rd Edition, London: Sage, ISBN: 9781446280720.

Chapters in edited books

  • Hackley, R.A. and Hackley, C. (December 2015), Death, rituals and consumption in Thailand, in Dobscha, S. (Ed.), Death in a Consumer Culture, Routledge Interpretive Marketing Research ISBN: 1138848190.
  • Hackley, C. and Hackley, R.A. (2014), ‘Branding Narcissus: Marketing myths in contemporary celebrity’, in Nora Campbell, John Desmond, James Fitchett, Donncha Kavanagh, Pierre McDonagh, Aidan O’Driscoll, and Andrea Prothero (Eds.), Myth and the Market, Dublin: UCD Business School, p. 309-320. Available at https://www.dropbox.com/s/g5igxicwj4vinig/Myth%20and%20the%20Market%20Proceedings.pdf?dl=0
  • Hackley, C. and Hackley, R.A. (2013), ‘From integration to convergence – the management of marketing communications’, in Helen Powell (Ed), Promotional culture in an era of convergence, Abingdon: Taylor and Francis, p. 70-87 ISBN: 978 0 203 13032 2.
  • Hackley, C. and Tiwsakul, R.A. (2010), ‘Advertising management and professional identity in the digital age’, in Mark Deuze (Ed), Managing media work, London: Sage, p.209-215 ISBN 978-1-4129-7124-9.
  • Hackley, C. and Tiwsakul, R.A. (2008), ‘Comparative management practices in international advertising agencies in the UK, Thailand and the USA’, Chapter 14 in Smith C., McSweeney B. and Fitzgerald R. (Eds), Remaking management: Between global and local, Cambridge: Cambridge University Press, p. 380-403 ISBN 13: 9780521861519.
  • Tiwsakul, R.A. (2008), ‘East meets West in Consumers’ experiences of television programme product placement – identification, intertextuality and reflexivity’, in Pereira, F.C., Veríssimo, J., and Neijens, P. (Eds), New trends in advertising research, Lisbon: Edições Sílabo p. 165-174 ISBN: 9789726184935.

Book review

  • Tiwsakul, R.A. (2007), ‘Marketing Communications: A European perspective’, book review, Journal of Tourism and Hospitality Research, Special Issue: Innovation for sustainable tourism, Vol. 7, Iss. 3/ 4, p. 292-293.

Selected refereed conference papers and presentations

  • Hackley, C and Hackley, R.A. (2015), ‘Consumer Liminality: The Dark Side’, competitive paper, 8th Interpretive Consumer Research conference, EIASM, University of Edinburgh, April 15th-17th.
  • Hackley, R.A. and Hackley, C. (2015), ‘The Hungry Ghost Myth and the Assimilation of Opposing Values in South East Asian Consumer Culture’, Consumer Culture Theory (CCT) annual conference, University of Arkansas, Fayetteville, USA, June 18th -21st.
  • Hackley, C. and Hackley, R.A. (2015), ‘Does the Proscription of Excessive Drinking Through Social Marketing Messages- Enable Counter-Cultural Consumption Practices?’, BAM Marketing & Retail SIG and MARCOMMS Joint Event: Social Marketing and Behaviour Change, Queen Mary University of London, 24th April.   
  • Hackley, C. and Hackley, R.A. (2014), ‘Social Media Celebri-Marketing and Mythic Narratives’, Consumer Culture Theory (CCT) annual conference, Helsinki, Finland, June 26th -29th.
  • Hackley, C. and Hackley, R.A. (2014), ‘The Cultural Production of Celebrity in the Convergent Media Landscape’, Myth and the Market conference, Carlingford, Ireland, June 19th -21st.
  • Hackley, C., Bengry-Howell, A., Griffin, C., Mistral W., Szmigin, I. and Hackley, R.A. (2013), ‘Binge drinking and consumer transgression’, Consumer Culture Theory (CCT) annual conference, Tucson, Arizona, USA, June 13th -16th.
  • Hackley, R.A. and Hackley, C. (2012), Roundtable panel member in ‘Death and All His Friends: The Role of Identity, Ritual, and Disposition in the Consumption of Death’, Association for Consumer Research (ACR), Vancouver, Canada, October.
  • Hackley, R.A. and Hackley, C. (2012), Roundtable panel member in ‘Perspectives on Death and Disposal’, Consumer Culture Theory (CCT) conference, Said Business School, Oxford, UK, August.
  • Hackley, R.A. and Hackley, C. (2012), ‘Consuming the Dead: Symbolic Exchange in Thai ‘Hungry Ghost’ Festivals’, Association for Consumer Research (ACR) North American annual conference, Vancouver, BC, Canada, October 4th-7th.  
  • Hackley, R.A. and Hackley, C. (2012), ‘Symbolic Consumption, Identity and Death in Ritual Elements of the Pee Ta Khon ‘Hungry Ghost’ Festival’, Consumer Culture Theory (CCT) annual conference, Saïd Business School, University of Oxford, August 16th – 19th.
  • Hackley, C., Bengry-Howell, A., Griffin, C., Mistral W., Szmigin, I. and Hackley, R.A. (2012), ‘Bakhtin’s Ideas of Carnival and Young Adults’ Accounts of Extreme Drinking’, presentation at British Sociological Society Alcohol Research group ‘Folk Devils and Moral Panics: The Ambivalence of Alcohol’, BSA Imperial Wharf Meeting Rooms London, March 14th.
  • Tiwsakul, R.A. and Lim, M. (2011), ‘Death Consumption and Symbolic Exchange: Postmodern Paradoxes of the ‘Hungry Ghost’ Festivals in Thailand and Singapore’, Interpretive Consumer Research: The European Institute for Advanced Studies in Management, University of Southern Denmark, Odense, May 6-7.
  • Tiwsakul, R.A. and Lim, M. (2011), ‘Death consumption through Liminality, Subversion and Symbolic Exchange: Postmodern paradoxes of the ‘Hungry Ghost’ festivals in Thailand and Singapore’, Asia-Pacific Association for Consumer Research (ACR), Beijing, China.
  • Hackley, C. and Tiwsakul, R.A. (2011), ‘Simon Cowell and Branding the X Factor’, 7th Global Brand Conference of the Academy of Marketing’s Brand Corporate Identity and Reputation Special Interest Group, Saïd Business School, Oxford University, April, p.71-72.
  • Tiwsakul, R.A. and Hackley, C. (2010) ‘Television Product Placement Strategy in Thailand and the UK’, competitive paper, abstract in proceedings of Global Marketing Conference, Korean Academy of Management, Tokyo (September 9-12, 2010).   
  • Tiwsakul, R.A. and Hackley, C. (2010), ‘Postmodern paradoxes in Thai consumer identity’, European Association for Consumer Research conference (EACR), poster presentation, abstract in proceedings, Royal Holloway, University of London (July, 2010).
  • Tiwsakul, R.A. and Hackley, C. (2010), ‘Subjective Introspections on the Asian Identity in Postmodern Consumer Culture’, competitive paper presentation, Consumer Culture Theory (CCT) conference, University of Wisconsin, Madison, USA (June, 2010).
  • Tiwsakul, R.A. and Hackley, C. (2009), ‘Television product placement and the meanings of ‘Kod-sa-na-faeng’: a cultural-phenomenological Investigation of Thai and UK Consumers’, competitive paper presentation, Consumer Culture Theory (CCT) conference, University of Michigan, Anne Arbor, USA (June, 2009).
  • Hackley, C. and Tiwsakul, R.A. (2008), ‘The meaning of ‘Kod-sa-na-faeng’ - Young adults’ experiences of television product placement in the UK and Thailand’, competitive paper presentation, extended abstract in proceedings of Association for Consumer Research (ACR), San Francisco, CA (October, 2008).
  • Tiwsakul, R.A. and Hackley, C. (2008), ‘The meaning of ‘product placement’: An interpretive exploration of consumers’ experiences of television programme product placement in the United Kingdom and Thailand’, Latin-American conference of the Association for Consumer Research (ACR), Brazil (August 2008).
  • Tiwsakul, R.A. and Hackley, C. (2008), ‘Television product placement in Thailand and the UK: Implications for international brand communications management’, full paper in proceedings, International Conference on Research in Advertising (ICORIA), Antwerp, Belgium (June, 2008) (with Hackley C.)(CD-ROM).

Other publications

  • Book contribution: Acknowledged contribution to Hackley, C. Advertising and Promotion: Communicating Brands, London, Sage, 2005: and also to the second edition, 2010.

PhD Supervision

Current Doctoral Students

2nd Supervisor - Charles Howarth

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