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Lecturer in Marketing, RMIT University

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.

Experience

  • 2019–present
    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
    Doctoral 3 Minute Thesis
    Role:
    Funding Source:
    Auckland University of Technology
  • 2017
    Emerging Researcher Award
    Role:
    Funding Source:
    Royal Society of New Zealand

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

  • Tourism Marketing (150604)
  • Marketing (1505)