Lisa Peñaloza is Professor of Marketing at Kedge Business School where she teaches cultural branding strategy, qualitative research, and consumer culture. Her ethnographic research uses interviews, photographs, and film in exploring how consumers collectively produce identity and community and negotiate economic value with products and services in the market and with civic institutions. Her published work appears in such journals as the Journal of Marketing, Journal of Consumer Research, Public Policy and Marketing, Consumption, Markets, Culture, Marketing Theory, the Journal of Macromarketing, and the Journal of Strategic Marketing. She is former editor of the journal Consumption, Markets, Culture, and co-editor of Marketing Management: A Cultural Approach (Routledge, 2nd edition, 2020) and the Routledge Companion to Ethnic Marketing (2015). She has produced one documentary film, Generaciones: Cultural Identity Memory and the Market, and coproduced another with M. Barnhart, Inside the Mainstream: Credit and Debt in the White U.S. Middle class.