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Marian Makkar

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Senior Lecturer in Marketing, RMIT University

Dr Marian Makkar is a marketing academic whose research is anchored in consumer culture. She examines consumer effects on market development, consumption communities, consumer experiences, and market exclusion and dispossession. In particular to market exclusion, her recent work on cultural appropriation looks at how brands appropriate cultures that are less powerful, disadvantaged minority and indigenous groups.

Marian started her career in luxury retail as Marketing Manager of Alfred Dunhill Limited. She also worked in public relations handling FMCG brands, beauty products and luxury automotive brands that spanned the Middle East, Africa and New Zealand.

Experience

  • 2023–present
    Senior Lecturer in Marketing, RMIT University
  • 2019–2022
    Lecturer in Marketing , RMIT University
  • 2018–2019
    Lecturer in Marketing, Auckland University of Technology

Education

  • 2019 
    Auckland University of Technology, PhD

Publications

  • 2021
    Stabilising collaborative consumer networks: How technological mediation shapes relational work, European Journal of Marketing
  • 2021
    Market bifurcations in board sports: How consumers shape markets through boundary work, Journal of Business Research
  • 2021
    Home sharing at a tipping point: What do we know, how do we know, and where should we be heading?, Journal of Business Research
  • 2020
    Managing hearts and minds: romanticizing Airbnb experiences, Current Issues in Tourism
  • 2020
    Cultural appropriation, The Sage Handbook of Marketing Ethics
  • 2019
    The motivational complexities driving mobile shopping consumption, Marketing Intelligence and Planning
  • 2018
    The anatomy of the inconspicuous luxury fashion experience, Journal of Fashion Marketing and Management: An International Journal
  • 2018
    Emotional experiences behind the pursuit of inconspicuous luxury, Journal of Retailing and Consumer Services
  • 2014
    Review of emotions research in marketing 2002 - 2013, Journal of Retailing and Consumer Services
  • 2014
    The commoditization of luxury, Commodity Marketing

Grants and Contracts

  • 2017
    Emerging Researcher Award
    Role:
    Funding Source:
    Royal Society of New Zealand
  • 2017
    Doctoral 3 Minute Thesis
    Role:
    Funding Source:
    Auckland University of Technology

Professional Memberships

  • International Honour’s Society, Beta Gamma Sigma
  • Consumer Culture Theory (CCT)
  • Australian & New Zealand Marketing Academy Conferences (ANZMAC)
  • Association for Consumer Research (ACR)

Research Areas

  • Marketing (1505)
  • Tourism Marketing (150604)