Angela Cruz

I'm a Senior Lecturer in Marketing at Monash University and hold a PhD in Marketing from The University of Auckland.

My research focuses on how people and companies navigate the boundaries of culture, gender, and class in globalising and digitalising cultures of consumption. Under this broad theme, my research spans varied contexts. For example, a recent study published in Journal of Consumer Research examines how international K-pop fans manage the tension between cultural appreciation and cultural appropriation. In another project, published in Journal of Business Research, I map key approaches that firms use to craft food products for culturally diverse markets. Finally, in another study that was just published in International Marketing Review, I analyse how unconventional luxury collaborations help brands adapt to changing tastes among young Chinese consumers. I draw on cross-disciplinary, critical, and poststructuralist modes of theorising and use a range of qualitative methodologies.