Dr. Anna Hartman

Biography

Anna Hartman is a Lecturer in Marketing at the Australian National University Research School of Management, holding graduate degrees in both commerce and integrated marketing communications. Prior to her academia career, she worked as a marketing communications practitioner with a focus on specialty food and beverage brands in the United States and Australia. Her role involved managing public relations, sponsorships, special events, and digital marketing targeted at both trade and consumer audiences. Her research interests include understanding social evaluations such as legitimacy, trust, stigma, and authenticity, and how these factors shape markets and market categories. She has contributed to interdisciplinary research drawing from sociology of markets and consumer culture, linking studies in consumer research and strategic communications. Her dissertation, conducted at the University of Melbourne, utilized ethnographic and discursive analysis methods to explore how consumers and marketers navigate dimensions of legitimacy in contested markets. She has published her studies in notable journals including Journal of Business Research, Marketing Intelligence & Planning, and the Australasian Marketing Journal.

Research Interests