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Personal profile


Dr Angela Cruz is Senior Lecturer in Marketing at Monash University (Caulfield, Melbourne) and holds a PhD in Marketing from the University of Auckland. Angela's research is focused on theories of consumption, marketing communication, and branding at the boundaries of markets – referring to liminal market spaces where complexities, ambivalences, and transformations abound. This encompasses: 

  1. Cultural boundaries – the boundary between mobility and settlement, and between East and West
  2. Technological boundaries – the boundary between human and machine, and between virtuality and reality
  3. Conceptual boundaries – the boundary between consumer culture theory and other marketing domains

Angela frequently draws on cross-disciplinary, critical, and poststructuralist modes of theorising in line with the consumer culture theory (CCT) paradigm. Angela is experienced in a range of qualitative methodologies including hermeneutic analysis, discourse analysis, narrative analysis, visual projective techniques, and ZMET.Her teaching experience spans undergraduate, postgraduate, and executive levels in areas including introductory marketing, strategy and innovation, marketing communications, and digital marketing.


Latest Publications:

  • Tsarenko, Y., Cruz, A.G.B., Snuggs, E., & Tojib, D. (2021). Institutional work by migrant women leaders in precarious spaces of volunteering in Melbourne, Australia. Gender, Place & Culture, in press. free eprint
  • Huston, C., Cruz, A.G.B., & Zoppos, E. (2021). Dimensionalizing esports consumption: Alternative journeys to professional play. Journal of Consumer Culture, in press. https://doi.org/10.1177/1469540520982364
  • Seo, Y., Cruz, A.G.B., & Fifita, IME. (2020). Cultural globalization and young Korean women’s acculturative labor: K-beauty as hegemonic hybridity. International Journal of Cultural Studies23(4), 600-618. https://doi.org/10.1177/1367877920907604
  • Cruz, A.G.B., Seo, Y., & Binay, I. (2019). Cultural globalization from the periphery: translation practices of English-speaking K-pop fans. Journal of Consumer Culture, 21(3), 638-659. free eprint


Related Links:


Monash teaching commitment

MKF1120 Marketing Theory and Practice

MKF5760 Marketing Leadership in Society

Research area keywords

  • consumer culture theory
  • boundary
  • ambivalence
  • complexity
  • liminality
  • posthumanism
  • postmodernism
  • luxury brands
  • trolling
  • cyborgs
  • qualitative methodology
  • visual methods
  • hermeneutic
  • discourse
  • poststructuralism
  • consumer acculturation theory
  • migration
  • Southeast Asia
  • food consumption


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