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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 forthcoming, 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.  

    Recent publications
    Publication Year of publication Type of publication
    KELLEHER, C., J.GUMMERUS J, D.O'LOUGHLIN, L.PEÑALOZA, "Shifting Arrays of a Kaleidoscope: The Orchestration of Value Cocreation in Service Systems", Journal of Service Research, 2020, vol. 23, no. 2, pp. 211-228 2020 Journal article
    PEÑALOZA, L., "Ethics" in Marketing Management: A Cultural Approach., Luca M. Visconti, Lisa Peñaloza, Nil Toulouse Eds, Routledge, vol. 2nd ed., chap. 30, pp. 487-511, 2020 2020 Book chapter
    DIAZ RUIZ, C., J.HOLMQVIST, L.PEÑALOZA, "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes", European Journal of Marketing, 2020, vol. 54, no. 5, pp. 999-1024 2020 Journal article
    HOLMQVIST, J., C.DIAZ RUIZ, L.PEÑALOZA, "Moments of luxury: Hedonic escapism as a luxury experience", Journal of Business Research, 2020, vol. 116, pp. 503-513 2020 Journal article
    KIZGIN, H., B. L.DEY, Y. K.DWIVEDI, L.HUGHES, A.JAMAL, P.JONES, B.KRONEMANN, M.LAROCHE, L.PEÑALOZA, M.-O.RICHARD, N. P.RANA, R.ROMER, K.TAMILMANI, M. D.WILLIAMS, "The impact of social media on consumer acculturation: Current challenges, opportunities, and an agenda for research and practice", International Journal of Information Management, 2019, vol. 51, pp. 102026 2019 Journal article
    PEREZ LOZANO, M. E., C.QUINTANILLA, R. M.CASANO GONZALEZ, L.PEÑALOZA, "Inverse Socialization with Technology: Understanding Intergenerational Family Dynamics", Journal of Consumer Marketing, 2019, vol. 36, no. 6, pp. 818-826 2019 Journal article
    JEONG MIN, H., L.PEÑALOZA, "The agentic body in immigrant maternal identity reconstruction: embodiment, consumption, acculturation", Consumption Markets & Culture, 2019, vol. 22, no. 3, pp. 272-296 2019 Journal article
    PEÑALOZA, L., "Ethnic marketing practice and research at the intersection of market and social development: A macro study of the past and present, with a look to the future", Journal of Business Research, 2018, vol. 82, pp. 273-280 2018 Journal article
    KELLEHER, C., L.PEÑALOZA, "Aging and consumption" in Routledge Handbook on Consumption., Margit Keller, Bente Halkier, Terhi-Anna Wilska & Monica Truninger Eds, Routledge, pp. 326-338, 2017 2017 Book chapter
    DEL BUCCHIA, C., L.PEÑALOZA, "“No, I won't eat that!” Parental self-transformation in clashes of role enactment and children's will", Journal of Business Research, 2016, vol. 69, no. 1, pp. 145-154 2016 Journal article
    LINDRIDGE, A., L.PEÑALOZA, O.WORLU, "Agency and empowerment in consumption in relation to a patriarchal bargain", European Journal of Marketing, 2016, vol. 50, no. 9/10, pp. 1652-1671 2016 Journal article
    PEÑALOZA, L., "¡Tequila! Distilling the spirit of Mexico", Consumption Markets & Culture, 2016, vol. 19, no. 3, pp. 296-305 2016 Journal article
    FIGUEIREDO, B., J.CHELEKIS, B.DEBERRY-SPENCE, A. F.FIRAT, G.GER, D.GODEFROIT-WINKEL, O.KRAVETS, J.MOISANDER, K.NUTTAVUTHISIT, L.PEÑALOZA, M.TADAJEWSKI, "Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research (TCR)", Journal of MacroMarketing, 2015, vol. 35, no. 2, pp. 257-271 2015 Journal article
    PEÑALOZA, L., C.CHAVEZ, "Latindad and Consumer Culture" in The Wiley-Blackwell Encyclopedia of Consumption and Consumer Studies., Michael Ryan and Dan Cook Ed., Wiley-blackwell, pp. 648, 2015 2015 Book chapter
    PEÑALOZA, L., "Ethnic marketing: Public policy issues" in The Routledge Companion to Ethnic Marketing., Ahmad Jamal, Lisa Peñaloza, Michel Laroche Eds, Routledge, 2015 2015 Book chapter


    • Consumer Culture
    • Marketing Strategy/Cultural Branding


    • Qualitative Research Methods
    Kedge Insights
    Insights Others authors Category Expertise
    Parental roles in the context of everyday family dinner consumption None Publication highlight
    Marketing & new consumption
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