Research output per year
Research output per year
Personal profile
Biography
Dr Angela Cruz is Associate Professor 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:
- Cultural boundaries – the boundary between mobility and settlement, and between East and West
- Technological boundaries – the boundary between human and machine, and between virtuality and reality
- 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: https://doi.org/10.1093/jcr/ucad022
- 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: https://doi.org/10.1177/02761467231188005
- 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. https://doi.org/10.1108/IMR-04-2022-0099
- 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. https://doi.org/10.1016/j.jbusres.2022.07.051
Related Links:
- Connect with me on LinkedIn
- Connect with me on Academia.edu
- Connect with me on Research Gate
- Download my latest articles on Google Scholar
- See my colleagues' work at Monash Department of Marketing
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):
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
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Between cultural appreciation and cultural appropriation: self-authorizing the consumption of cultural difference
Cruz, A. G. B., Seo, Y. & Scaraboto, D., Feb 2024, In: Journal of Consumer Research. 50, 5, p. 962-984 23 p.Research output: Contribution to journal › Article › Research › peer-review
Open AccessFile23 Citations (Scopus) -
Ambivalence in volunteer tourism: toward decolonization
Kadomskaia, V., Brace-Govan, J. & Cruz, A. G. B., 2023, In: Australasian Marketing Journal. 31, 1, p. 2-12 11 p.Research output: Contribution to journal › Article › Research › peer-review
7 Citations (Scopus) -
Cultivating effective marketing student teams: making instructors’ tacit theories visible
Lindsay, S., Wagstaff, P., Jevons, C. & Cruz, A. G. B., Aug 2023, In: Journal of Marketing Education. 45, 2, p. 155-166 12 p.Research output: Contribution to journal › Article › Research › peer-review
1 Citation (Scopus) -
Normalizing the toxic consumer subject: sustaining neoliberal logics within online gaming
Huston, C. Y., Cruz, A. G. B. & Zoppos, E., Dec 2023, In: Journal of Macromarketing. 43, 4, p. 447-459 13 p.Research output: Contribution to journal › Article › Research › peer-review
Open AccessFile2 Citations (Scopus) -
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China
Diaz Ruiz, C. & Cruz, A. G. B., 2023, In: International Marketing Review. 40, 7, p. 1-21 21 p.Research output: Contribution to journal › Article › Research › peer-review
Open AccessFile6 Citations (Scopus)
Prizes
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Best Competitive Paper at Consumer Culture Theory (CCT) Conference
Cruz, Angela (Recipient), Jul 2019
Prize: Prize (including medals and awards)
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Best conference paper award at KSMS
Cruz, Angela (Recipient), 2015
Prize: Prize (including medals and awards)
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Best paper in the Consumer Culture Theory (CCT) track at ANZMAC
Cruz, Angela (Recipient), 2014
Prize: Prize (including medals and awards)
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Dean's Commendation for Excellence in Equity, Diversity and Social Inclusion Research, Monash Business School
Cruz, Angela (Recipient), 2020
Prize: Prize (including medals and awards)
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Dean’s Award for PRME (Principles of Responsible Management) Education Excellence, Monash Business School
Cruz, Angela (Recipient), May 2019
Prize: Prize (including medals and awards)
Activities
- 1 Editorial responsibility
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Journal of Consumer Marketing (Publisher)
Angela Cruz (Guest editor)
1 Oct 2013 → 1 Oct 2015Activity: Publication peer-review and editorial work types › Editorial responsibility