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:

  • Cruz, A.G.B., Seo, Y., & Scaraboto, D. (2023). Between cultural appreciation and cultural appropriation: self-authorizing the consumption of cultural difference. Journal of Consumer Research, ahead-of-print:
  • Huston, C. Y., Cruz, A.G.B., & Zoppos, E. (2023). Normalizing the Toxic Consumer Subject: Sustaining Neoliberal Logics Within Online Gaming. Journal of Macromarketing, ahead-of-print:
  • Diaz Ruiz, C., & Cruz, A.G.B. (2023). Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China. International Marketing Review, 40(7), 1-21.
  • Cruz, A.G.B., Cardoso, F., & Rojas-Gaviria, P. (2022). Crafting food products for culturally diverse markets: A narrative synthesis. Journal of Business Research, 153, 19-34.


Related Links:


Monash teaching commitment

MKF1120 Marketing Theory and Practice

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being

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

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or