Tonya Williams Bradford

Tonya Williams Bradford

Associate Professor

SB2 331



PhD in Marketing, Northwestern University
MBA, Kellogg School of Management, Northwestern University
BA in Anthropology, Northwestern University

Research Interest


Market Exchange



Tonya Williams Bradford is Associate Professor and Inclusive Excellence Term Chair Professor (2021 – 2024). She earned her PhD (as well as her MBA and BA) at Northwestern University. Her research focuses on rituals and identity across phenomenon including gifting (e.g., registry, organ, charitable), relationships with money, communities (e.g., tailgating and support), acculturation, and consumer-brand relationships.

Dr. Bradford enjoys working on research with colleagues and students as well as sharing marketing insights through courses. Her research is published in premier journals in marketing such as the Journal of Consumer Research, Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Interactive Marketing, Journal of the Academy of Marketing Science, Marketing Theory, Journal of Marketing Management, Research in Consumer Behavior. In addition, Professor Bradford has published papers within edited books.

In service the marketing academy, Professor Bradford serves as Associate Editor for the Journal of Public Policy and Marketing and Journal of Retailing. She also is a member of the Editorial Review Board for the Journal of Marketing, Journal of Consumer Research, and Journal of the Academy of Marketing Science. In addition to the field’s premier conferences, she also has presented her work in non-academic forums including the Smithsonian Institute and Filene’s Money Chatter Colloquium. She seeks various outlets for her research to influence marketing practice, including media outlets such as the Wall Street Journal, National Public Radio, and Ladies Home Journal.

Her contributions to the academy also include service to various Associations. She has held various roles including co-chair for the 2021 Qualitative Data Analysis Workshop (virtual), co-chair of the 2021 ACR Conference (virtual), co-chair for the 2022 Qualitative Data Analysis Workshop in Oregon, and founding member of the 2021 Geraldine Rosa Henderson Award Symposium.

Outside of professor mode, she relishes all that comes with family life.