Giana M. Eckhardt is Professor of Marketing at King’s Business School, King’s College London, and a Fellow of the Academy of Social Sciences. She received her B.S. in Marketing from the University of Connecticut and her Ph.D. in Marketing from the University of Minnesota. Giana is a leading expert in the field of consumer behavior, consumer culture, consumer ethics, branding and the sharing economy, having published over forty articles in journals such as Harvard Business Review, Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research. She is co-author of The Myth of the Ethical Consumer (Cambridge University Press) and co-editor of Handbook of the Sharing Economy (Edward Elgar). She is past co-chair of the Consumer Culture Theory conference, is Associate Editor of Journal of Consumer Research, and is on the editorial review board of Journal of Marketing. Her research has won awards from the Sheth Foundation and the Marketing Science Institute, and been featured in outlets such as The Wall Street Journal, The Economist, The Atlantic, Fortune, Vogue, Scientific American, The BBC, and on National Public Radio. Giana has received research grants from the Australian Research Council, the Marketing Science Institute, and the British Academy of Management, and has presented her work at top institutions and conferences around the world, including at the United Nations CSR Global Forum, Brand Week, and the Global Women’s Forum. She teaches brand management to MBA and executive MBA students.