Profile
Sofia has conducted research in the area of consumer identity tensions through an interpretive, narrative approach. She has studied the role of material objects in inter-generational relationships characterised by excess. Sofia’s PhD thesis explores consumption during external instability, looking at consumer meaning-making and self-identity transformation processes during an extended economic transition in the context of the post 2008 Greek financial crisis.
Sofia Christidi, Business and Creative Industries, University of South WalesI am delighted to be part of the Ambassador Wales Conference Network. I grew up in Greece and originally came to Cardiff as an exchange undergraduate student over two decades ago. Over the years I understood more about the intricate Welsh identity, through its music, its history, its modern elements and its people, who became colleagues, friends and family. My area is in marketing, more specifically in consumer identity. I would love to play a part in introducing to and bringing more people to Wales. I am sure that business scholars interested in heritage, sustainability, identity, and branding with a twist, combining the past and the future, would also find Wales a thrilling place to experience."
