Mike is Lecturer of Marketing at The University of Auckland Business School. His main research area is anti-consumption with specific expertise in the area of brand avoidance. Recognising a need for international collaboration in the area of anti-consumption, Mike founded the International Centre for Anti-Consumption Research (ICAR) in 2005. ICAR now has affiliates in over 12 countries and has lead to two Special Issues on anti-consumption (The Journal of Business Research; and Consumption, Markets and Culture) where Mike served as the Special Issue Guest Co-Editor.
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