Angela Cruz
Senior Lecturer, Department of Marketing
EmailAngela.Cruz@monash.edu
Dr Angela Cruz is Senior Lecturer in Marketing at Monash University (Caulfield, Melbourne) and holds a PhD in Marketing from the University of Auckland. Angela's research is focused on theories of consumption, marketing communication, and branding at the boundaries of markets – referring to liminal market spaces where complexities, ambivalences, and transformations abound. This encompasses:
Cultural boundaries – the boundary between mobility and settlement, and between East and West
Technological boundaries – the boundary between human and machine, and between virtuality and reality
Conceptual boundaries – the boundary between consumer culture theory and other marketing domains
Angela frequently draws on cross-disciplinary, critical, and poststructuralist modes of theorising in line with the consumer culture theory (CCT) paradigm. Angela is experienced in a range of qualitative methodologies including hermeneutic analysis, discourse analysis, narrative analysis, visual projective techniques, and ZMET.Her teaching experience spans undergraduate, postgraduate, and executive levels in areas including introductory marketing, strategy and innovation, marketing communications, and digital marketing.
Latest Publications:
Orazi, D.C., & Cruz, A.G.B. (2019). LARPnography: an embodied embedded cognition method to probe the future. European Journal of Marketing, in press.
Cruz, A.G.B., Seo, Y., & Binay, I. (2019). Cultural globalization from the periphery: translation practices of English-speaking K-pop fans. Journal of Consumer Culture, in press.
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See my colleagues' work at Monash
Monash teaching commitment
Unit Coordinator for MKF1120 Marketing Theory and Practice and MKF5760 Marketing Leadership in Society
consumer culture theory
liminality
qualitative methodology
visual methods
hermeneutic
poststructuralism
consumer acculturation theory
2 Conference Paper
Cultural globalization from the periphery: translation practices of English-speaking K-pop fans
Cruz, A. G. B., Seo, Y. & Binay, I., May 2019, (Accepted/In press) In : Journal of Consumer Culture. 22 p.
LARPnography: an embodied embedded cognition method to probe the future
Orazi, D. C. & Cruz, A. G. B., 2019, (Accepted/In press) In : European Journal of Marketing. 28 p.
A paradoxical dynamic in a service labyrinth: insights from HIV care
Cruz, A. G. B., Snuggs, E. & Tsarenko, Y., 2018, In : European Journal of Marketing. 52, 11, p. 2252-2265 14 p.
Religion as a field of transcultural practices in multicultural marketplaces
Cruz, A. G. B., Seo, Y. & Buchanan-Oliver, M., Oct 2018, In : Journal of Business Research. 91, p. 317-325 9 p.
Trolling in online communities: a practice-based theoretical perspective
Cruz, A. G. B., Seo, Y. & Rex, M., 2018, In : The Information Society. 34, 1, p. 15-26 12 p.
Best conference paper award
Angela Cruz (Recipient), 2015
Best paper in the Consumer Culture Theory track
Dean's Award for PRME Education Excellence
Angela Cruz (Recipient), Dec 2018
Department of Marketing Early Career Award
Winner of the Doctoral Colloquium Award for "Acculturation as Performance"
1 Editorial responsibility
Journal of Consumer Marketing (Publisher)
Angela Cruz (Guest editor)
1 Oct 2013 → 1 Oct 2015