Hewas also a visiting scholar at the Nanyang Technological University, Singapore. His research interests include consumer culture, fandom studies, religion and brands in the marketplace. He is the author of academic articles in journals such as: the Journal of Consumer Behaviour, Revue Française de Gestion, and Revue du MAUSS. He has served the international academic community by organizing various scholarly events, including the Consumer Culture Theory Conference (Lille, France, 2016). He teaching focuses on consumer culture, cultural branding, and interpretive research methods.