Tonya Williams Bradford

Tonya Williams Bradford

Associate Professor

SB2 331



PhD in Marketing, Northwestern University
MS, Northwestern University
BA in Anthropology, Northwestern University

Research Interest


Market Exchange



Professor Bradford studies consumer rituals. Through publication and teaching, she creates and disseminates knowledge to the theory and practice of marketing with students at the undergraduate and graduate levels. She obtained degrees from Northwestern University including a Bachelor of Arts in Anthropology, an MBA and PhD in Marketing from the Kellogg School of Management.

Prior to coming to the academy, Professor Bradford worked in industry for seventeen years across domestic and international markets:

  • General Manager, S1 Corporation, Atlanta, GA
  • Principal, Gemini Consulting (now Cap Gemini), USA, UK, Belgium & South Africa
  • Unit Manager, Allstate Insurance Companies, Northbrook, IL
  • Supervisor, Charles Schwab & Co., Inc., San Francisco, CA
  • Sales Analyst, Security Pacific Bank (now BankAmerica), San Francisco, CA


  • Bradford, Tonya Williams and John F. Sherry, Jr. (forthcoming) “Dwelling Dynamics in Consumption Encampments: Tailgating as Emplaced Brand Community," Marketing Theory.
  • Bradford, Tonya Williams and John F. Sherry, Jr. (2016) “Grooving in the Ludic Foodscape: Bridled Revelry in Collegiate Tailgating," Journal of Consumer Culture; DOI: 10.1177/1469540515623612
  • Bradford, Tonya Williams and John F. Sherry, Jr. (2015) “Domesticating Public Space through Ritual: Tailgating as Vestaval," Journal of Consumer Research, 42(1), 130 – 151.
  • Bradford, Tonya Williams (2015). “Beyond Fungible: Transforming Money into Moral and Social Resources," Journal of Marketing, 79 (2), 79 – 97.
  • Bradford, Tonya Williams and John F. Sherry, Jr. (2014), “Hyperfiliation and Cultural Citizenship: African American Consumer Acculturation," Journal of Business Research, 67 (4), 418-424. 
  • Bradford, Tonya Williams and John F. Sherry, Jr. (2013), “Orchestrating Rituals through Retailers: An Examination of Gift Registry," Journal of Retailing, 89 (2), 158-175.  
  • Bradford, Tonya Williams, Sonya A. Grier, and Geraldine Rosa Henderson (2012), "Gifts and Gifting in Online Communities," Research in Consumer Behavior, Eds. Russell Belk, Søren Askegaard and Linda Scott, 14, 29 – 46.
  • Bradford, Tonya Williams (2009), "Intergenerationally Gifted Asset Dispositions," Journal of Consumer Research, 36 (1), 93 – 111.