20092020

Research output per year

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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:

  • 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 Studies, in press. https://doi.org/10.1177/1367877920907604
  • Kadomskaia, V., Brace-Govan, J., & Cruz, A.G.B. (2020). Neo-colonial marketization of “ethical tourism”: a critical visual analysis. In H. R. Chaudhuri & R. W. Belk (Eds.), Marketization: Theory and Evidence from Emerging Economies (pp. 259-283). Singapore: Springer. https://link.springer.com/chapter/10.1007/978-981-15-4514-6_12
  • 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. https://doi.org/10.1177/1469540519846215

 

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

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

Research Output

Cultural globalization and young Korean women’s acculturative labor: K-beauty as hegemonic hybridity

Seo, Y., Cruz, A. G. B. & Fifita, I. ME., 2020, (Accepted/In press) In : International Journal of Cultural Studies. 19 p.

Research output: Contribution to journalArticleResearchpeer-review

Home culture consumption as ambivalent embodied experience

Cruz, A. G. B. & Buchanan-Oliver, M., 2020, (Accepted/In press) In : European Journal of Marketing. 29 p.

Research output: Contribution to journalArticleResearchpeer-review

Neo-colonial marketization of “ethical tourism”: a critical visual analysis

Kadomskaia, V., Brace-Govan, J. & Cruz, A. G. B., 2020, Marketization: Theory and Evidence from Emerging Economies. Chaudhuri, H. R. & Belk, R. W. (eds.). 1st ed. Singapore Singapore: Springer, p. 259-283 25 p.

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

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., Aug 2019, In : European Journal of Marketing. 53, 8, p. 1637-1664 28 p.

Research output: Contribution to journalArticleResearchpeer-review

1 Citation (Scopus)

Prizes

Best Competitive Paper at Consumer Culture Theory (CCT) Conference

Cruz, Angela (Recipient), Jul 2019

Prize: Prize (including medals and awards)

Best conference paper award at KSMS

Cruz, Angela (Recipient), 2015

Prize: Prize (including medals and awards)

Best paper in the Consumer Culture Theory (CCT) track at ANZMAC

Cruz, Angela (Recipient), 2014

Prize: Prize (including medals and awards)

Dean’s Award for PRME Education Excellence

Cruz, Angela (Recipient), May 2019

Prize: Prize (including medals and awards)

Department of Marketing Early Career Award

Cruz, Angela (Recipient), Dec 2018

Prize: Prize (including medals and awards)

Activities

  • 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