Dr Marian Makkar is a marketing academic whose research examines innovative experiences of consumption, from the sharing economy more generally and peer-to-peer accommodation more specifically, to new and innovative ways consumers shape markets to suit their needs, such as with the board sport industry.
Her work is anchored in consumer culture, which informs her theorising of the way in which consumers create opportunities in the market, shape innovations, or destroy market opportunities.
Her most recent research investigates these issues in the sharing economy, looking at how platform technologies bring strangers together, creating pseudo relationships, and at the same time keeps them apart.
Marian started her career in luxury retail as Marketing Manager of Alfred Dunhill Limited. She also working in public relations as a Senior Account Manager handling FMCG brands, beauty products and luxury automotive brands that spanned the Middle East and Africa and across New Zealand.
Lecturer in Marketing, RMIT University
Lecturer in Marketing, Auckland University of Technology
Auckland University of Technology, PhD
Stabilising collaborative consumer networks: How technological mediation shapes relational work, European Journal of Marketing
Market bifurcations in board sports: How consumers shape markets through boundary work, Journal of Business Research
Home sharing at a tipping point: What do we know, how do we know, and where should we be heading?, Journal of Business Research
Managing hearts and minds: romanticizing Airbnb experiences, Current Issues in Tourism
Cultural appropriation, The Sage Handbook of Marketing Ethics
The motivational complexities driving mobile shopping consumption, Marketing Intelligence and Planning
The anatomy of the inconspicuous luxury fashion experience, Journal of Fashion Marketing and Management: An International Journal
Emotional experiences behind the pursuit of inconspicuous luxury, Journal of Retailing and Consumer Services
Review of emotions research in marketing 2002 - 2013, Journal of Retailing and Consumer Services
The commoditization of luxury, Commodity Marketing
Grants and Contracts
Doctoral 3 Minute Thesis
Auckland University of Technology
Emerging Researcher Award
Royal Society of New Zealand
International Honour’s Society, Beta Gamma Sigma
Consumer Culture Theory (CCT)
Australian & New Zealand Marketing Academy Conferences (ANZMAC)