UCD Michael Smurfit Graduate Business School: Prof. Andrea Prothero

You are here: Home > Academics & Research > Our Academics > Marketing > Prof. Andrea Prothero

Our Academics
- Accountancy
- Banking & Finance
- Industrial Relation & Human Resources
- Management
- Marketing
  - Prof. Mary Lambkin
  - Prof. Frank Bradley
  - Dr. Sean de Burca
  - Dr. Susi Geiger
  - Mr. Andrew Keating
  - Prof. Damien McLoughlin
  - Prof. Tony Meenaghan
  - Prof. Andrea Prothero
  - Dr. Carlos M.P. Sousa
- MIS
Subject Areas
Working papers
Research Centres

Professor Andy Prothero BSc(Econ), PhD.

Contact Details

Title	Associate Professor
Address	School of Business Ucd Michael Smurfit Graduate Business School Carysfort Avenue Blackrock Co. Dublin
Telephone:	+353 1 7168979
Email:	ei.dcu@orehtorp.aerdna

Biography:

Andy Prothero is an Associate Professor of Marketing at University College Dublin, Ireland. Prior to moving to UCD in 1999 Andy lectured at Universities in Wales and Scotland and she gained her PhD from the University of Cardiff. Andy's research broadly explores the area of Marketing in Society. Specific research projects have focused on, for example, advertising to children, motherhood and consumption, and sustainable consumption. The area of sustainability marketing has been a key focus of Andy's work since the early 1990s and she has published widely in this area. Andy was the Guest Editor of a special issue on Green Marketing in the Journal of Marketing Management in 1998 and she also currently serves as Associate Editor for the 'Global Policy and the Environment' Track for the Journal of Macromarketing, and as Associate Editor for the 'Sustainability' Track for the Journal of Marketing Management. Andy teaches at Undergraduate, Postgraduate and Executive levels, and won a School of Business Outstanding Educator award for her postgraduate teaching in 2002, and another School of Business teaching award for both undergraduate and postgraduate teaching in 2009. She is currently leading the implementation of the new UG curriculum for the School, which is due for launch in September 2011.

Research Interests

Marketing in Society:

Sustainable Marketing & Consumption;
Families, identity and consumption;
Advertising to children.

Book Chapters

Connolly, J., McDonagh, P., Polonsky, M., and A. Prothero; (2005) 'Green Marketing and Green Consumers: Exploring the Myths'' In: International Handbook on Environmental Technology Management. *: Annadale, D., Marinova, D and Phillimore, J., ed. [Details]

Kapelianis, D., Prothero, A., Carlson, L., & Polonsky, M.J.; (2001) 'Environmental Information on Packaging: A Cross-Cultural Examination' In: Schiffman, L., Bednall, D., Cowley, E. & O'Cass, A (eds). Consumer Behaviour: 2nd Australian Edition. [Details]

McDonagh P. & Prothero A.,; (1996) 'Making A Drama out of A Crisis - The Final Curtain for the Marketing Concept' In: Brown S., Bell J. & Carson, D (eds). Marketing Apocalypse: Eschatology, Escapology and the Illusion of the End. [Details]

Prothero A.; (1996) 'Green Issues in Marketing' In: Warner, M (eds). International Encyclopedia of Business and Management. [Details]

Prothero A.; (1994) 'Green Marketing in the Car Industry' In: Wells, P. & Nieuwenhaus, P (eds). Motor Vehicles in the Environment. [Details]

Show All

Peer Reviewed Journals

Bettany, S,Dobscha, S,O'Malley, L,Prothero, A; (2010) 'Moving beyond binary opposition: Exploring the tapestry of gender in consumer research and marketing'. Marketing Theory, 10 :3-28. [DOI] [Details]

Andrea Prothero, Pierre McDonagh, Susan Dobscha; (2010) 'Is Green The New Black? Reflections on a Green Commodity Discourse'. Journal of Macromarketing, 30 (2):147-159. [Details]

Connolly, J,Prothero, A; (2008) 'Green Consumption Life-politics, risk and contradictions'. Journal Of Consumer Culture, 8 :117-145. [DOI] [Details]

Lawlor, MA,Prothero, A; (2008) 'Exploring children's understanding of television advertising - beyond the advertiser's perspective'. European Journal of Marketing, 42 :1203-1223. [DOI] [Details]

O'Malley, L,Prothero, A; (2004) 'Beyond the frills of relationship marketing'. Journal of Business Research, 57 :1286-1294. [DOI] [Details]

McDonagh P. and Prothero A.; (2005) 'Food, Markets & Culture : The Representation of Food in Everyday Life'. Consumption, Markets and Culture, 8 (1):1-5. [Details]
OMalley L. & Prothero A.; (2004) 'Beyond the Frills of Relationship Marketing'. Journal of Business Research, 57 (11):1286-1295. [Details]
Aarset, B., Beckmann, S., Bigne, E., Beveridge, M., Bjorndal, T., Bunting, J., McDonagh, P., Mariojouls, C., Muir, J., Prothero, A., Reisch, L., Smith, A., Tveteras, R. & Young, J.; (2004) 'The European consumers' understanding and perceptions of the organic food regime: The case of aquaculture'. British Food Journal, 106 (2):93-105. [Details]
Connolly, J. & Prothero, A.; (2003) 'Sustainable Consumption: Consumption, Consumers and the Commodity Discourse'. Consumption, Markets and Culture, 6 (4):275-291. [Details]
Polonsky M.J., Carlson L. Prothero A. & Kapelianis D; (2003) 'A Cross-Cultural Examination of the Environmental Information on Packaging: Implications for Advertisers'. Advances in International Marketing, 12 :153-174. [Details]
Lawlor M.A, & Prothero A.; (2003) 'Childrens Understanding of Television Advertising Intent'. Journal of Marketing Management, 17 (4):411-432. [Details]
Lawlor M.A. & Prothero A.; (2002) 'The Established and Potential Mediating Variables in the Childs Understanding of Advertising Intent: Towards A Research Agenda'. Journal of Marketing Management, 18 (5/6):481-499. [Details]
Prothero A. & Fitchett J.A.; (2000) 'Greening Capitalism: Opportunities for A Green Commodity'. Journal of Macromarketing, 20 (1):46-55. [Details]
McDonagh P. & Prothero A.; (2000) 'Euro-Clicking and the Irish SME: Prepared for E-Commerce and the Single Currency?'. Irish Marketing Review, 13 (1 ):21-33. [Details]
Prothero A., Peattie K. & McDonagh P.,; (1997) 'Communicating Greener Strategies: A Study of On-Pack Communication'. Business Strategy and the Environment, 6 (2):74-82. [Details]
McDonagh P. & Prothero A.; (1997) 'Leap Frog Marketing: The Contribution of Ecofeminist Thought to the World of Patriarchal Marketing'. Marketing Intelligence and Planning, 15 (7):361-368. [Details]
Kilbourne W., McDonagh P. & Prothero A; (1997) 'Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm'. Journal of Macromarketing, 17 (1 ):4-24. [Details]
Prothero A.; (1996) 'Environmental Decision-Making: Research Issues in the Cosmetics and Toiletries Industry'. Marketing Intelligence and Planning, 14 (2):19-25. [Details]
McDonagh P. and Prothero A.; (1993) 'Why Bother With Environmental Marketing?: Some Practical Guidelines for Managers'. Irish Marketing Review, 6 :120-126. [Details]
McDonagh P., Marshall D. & Prothero A; (1993) 'Does the Marketing Education Group Conference Amplify the Voice of Marketing- Beyond Its Small World?'. Journal of Marketing Management, 9 (4):355-372. [Details]
Peattie K. and Prothero A.; (1992) 'The Marketing Message Being Broadcast Loud and Clear?'. 8 (1):21-34. [Details]
Prothero A. & McDonagh P.; (1992) 'Producing Environmentally Acceptable Cosmetics? The Impact of Environmentalism on the United Kingdom Cosmetics and Toiletries Industry'. Journal of Marketing Management, 8 (2):147-160. [Details]
Prothero A.; (1990) 'Green Consumerism and the Societal Marketing Concept: Marketing Strategies for the 1990s'. Journal of Marketing Management, 6 (2):87-103. [Details]
Hide

Show All

Conference Publications

Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A., Sorensen, Elin B., Thomsen Thyra, U.; (2006) Exploring the Motherhood Institution, Motherhood Ideals and Mothering Experiences Macromarketing Conference Queenstown, NZ, [Details]

Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A., Sorensen, Elin B., Thomsen Thyra, U.; (2006) Hall of Mirrors: Methodological Choices for Mothers Researching Mothers ACR Gender Conference Edinburgh, [Details]

Davies, A., Dobscha, S., Geiger, S., O'Donohoe, S., O'Malley, L., Prothero, A., Sorensen, Elin B., Thomsen Thyra, U.; (2006) The Making of A Mother: What Role Does Consumption Pay in Mothering Experiences and Identities EMAC Athens, [Details]

Geiger, S. & Prothero, A.; (2006) Empowered Mothers: Can Their 'Voices' Be Heard? ACR Gender Conference Edinburgh, [Details]

Geiger, S. & Prothero, A.; (2005) Passive Parents versus Active Agents Academy of Marketing Services Marketing Workshop Glasgow, [Details]

Honours and Awards

Year: 2002.
Title: Outstanding Educator of the Year

Year: 2002.
Title: Best Paper Award

Year: 1997.
Title: Best Paper Award

Year: 2006.
Title: UCD President's Research Fellowship 2005-06

Associations

Association: European Marketing Academy, Function/Role: Member

Association: Academy of Marketing (UK and Ireland), Function/Role: Member

Association: Macromarketing Association (USA), Function/Role: Member

Conference Contributions

Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; The Making of A Mother: What Role Does Consumption Play in Mothering Experiences and Identities?. [International Refereed Conference], European Marketing Academy Conference, May 2006, Athens, Greece .

Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; What Role Does Consumption Play in the Motherhood Identity? Exploring the Motherhood Institution, Motherhood Ideals and Mothering Experiences. [International Refereed Conference], Macromarketing Conference, June 2006, Queenstown, New Zealand .

Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; Gucci, Gucci, Gucci: Motherhood and Marketing in the 21st Century. [International Refereed Conference], Academy of Marketing, Annual Conference, July, 2006, London .

Davies A., Dobscha S., Geiger S., O'Donohoe S., O'Malley L., Prothero A., Sørensen E. B., Thomsen, T. U.; Hall of Mirrors: Methodological Choices for Mothers Researching Mothers. [International Refereed Conference], Special Session, ACR Gender Conference, 2006, Edinburgh, Scotland .

Geiger S., and Prothero A.; Empowered Mothers: Can Their 'Voices' Be Heard?'. [International Refereed Conference], Special Session, ACR Gender Conference, 2006, Edinburgh, Scotland .