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Personal profile

Biography

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:

  • Orazi, D.C., & Cruz, A.G.B. (2019). LARPnography: an embodied embedded cognition method to probe the future. European Journal of Marketing, in press.

  • 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, in press.

 

Related Links:

 

Monash teaching commitment

Unit Coordinator for MKF1120 Marketing Theory and Practice and MKF5760 Marketing Leadership in Society

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

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2009 2019

Cultural globalization from the periphery: translation practices of English-speaking K-pop fans

Cruz, A. G. B., Seo, Y. & Binay, I., May 2019, (Accepted/In press) In : Journal of Consumer Culture. 22 p.

Research output: Contribution to journalArticleResearchpeer-review

LARPnography: an embodied embedded cognition method to probe the future

Orazi, D. C. & Cruz, A. G. B., 2019, (Accepted/In press) In : European Journal of Marketing. 28 p.

Research output: Contribution to journalArticleResearchpeer-review

A paradoxical dynamic in a service labyrinth: insights from HIV care

Cruz, A. G. B., Snuggs, E. & Tsarenko, Y., 2018, In : European Journal of Marketing. 52, 11, p. 2252-2265 14 p.

Research output: Contribution to journalArticleResearchpeer-review

Religion as a field of transcultural practices in multicultural marketplaces

Cruz, A. G. B., Seo, Y. & Buchanan-Oliver, M., Oct 2018, In : Journal of Business Research. 91, p. 317-325 9 p.

Research output: Contribution to journalArticleResearchpeer-review

Trolling in online communities: a practice-based theoretical perspective

Cruz, A. G. B., Seo, Y. & Rex, M., 2018, In : The Information Society. 34, 1, p. 15-26 12 p.

Research output: Contribution to journalArticleResearchpeer-review

Prizes

Best conference paper award

Angela Cruz (Recipient), 2015

Prize: Prize (including medals and awards)

Best paper in the Consumer Culture Theory track

Angela Cruz (Recipient), 2014

Prize: Prize (including medals and awards)

Dean’s Award for PRME Education Excellence

Angela Cruz (Recipient), Dec 2018

Prize: Prize (including medals and awards)

Department of Marketing Early Career Award

Angela Cruz (Recipient), Dec 2018

Prize: Prize (including medals and awards)

Winner of the Doctoral Colloquium Award for "Acculturation as Performance"

Angela Cruz (Recipient), 2011

Prize: Prize (including medals and awards)

Activities 2013 2013

  • 1 Editorial responsibility

Journal of Consumer Marketing (Publisher)

Angela Cruz (Guest editor)
1 Oct 20131 Oct 2015

Activity: Publication peer-review and editorial work typesEditorial responsibility