Guojun (Sawyer) He, Ph.D, is Assistant Professor in Marketing at SKEMA Business School, Lille, France. Prior to his move to France, Sawyer started his Ph.D. programme in England, and earned his doctoral degree from HEC Montréal, Quebec, Canada. Sawyer held multiple teaching/research positions at University of Bath, HEC Montréal, and Bishop’s University. His research focuses on Consumer Culture Theory, branding, material culture studies, and politics of consumption. Sawyer has a dozen of accepted, under-review and published peer-reviewed papers, which honour him to serve as a frequent reviewer for the Journal of Business Research, and for various conferences organised by the American Marketing Association, Association for Consumer Research, Consumer Culture Theory Consortium and Administrative Sciences Association of Canada. Sawyer holds several co-authorships of research projects funded by the Social Sciences and Humanities Research Council, Canada, and is currently working on several manuscripts for other peer-reviewed journals and books.