Prof. Annamma Joy Professor of Marketing, University of British Columbia, Okanagan, Canada

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Annamma Joy is a Professor of Marketing in the Faculty of Management at The University of British Columbia, Okanagan. She has held faculty positions at the John Molson School of Business in Montreal, and has been a visiting scholar at the Hong Kong Polytechnic University, Lingnan University in Hong Kong,... read morethe Hong Kong University of Science and Technology, and SDA Bocconi in Milan. She received her Ph.D. in anthropology at the University of British Columbia. Her primary research interests are aesthetics and consumption, particularly in the context of art, fashion, and wine. Prof. Joy has extensively researched the consumption of Western luxury brands in China, Hong Kong, and has expanded this interest to include India. She has published numerous articles on luxury and fast fashion, among other areas of scholarly research. She is currently working on a project on wine consumption and the development of taste cultures in specific regions of Canada, China, and France. She can be reached at Her address is: Faculty of Management, EME 4129, UBCO, 3333 University way, Kelowna, BC, V1V 1V7, Canada.