Lisa PEÑALOZA

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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 and with market and civic institutions. Her published work appears in such journals as the Journal of Marketing, Journal of Consumer Research, Public Policy and Marketing, and the Journal of Strategic Marketing. She is a former editor of the journal Consumption, Markets, Culture, co-editor of the Routledge Companion to Ethnic Marketing (2015) and Cultural Marketing Management (Routledge, 2012), and has produced two documentary films, Generaciones: Cultural Identity Memory and the Market, and Inside the Mainstream: Credit and Debt in the White U.S. Middle class.

    Recent publications
    Publication Year of publication Type of publication
    Peñaloza, L. (2018). Ethnic Marketing Practice and Research at the Intersection of Social and Market Development: A macro study of the past and present, with a look to the future. Journal of Business Research, 82, January, 273-280 2018 Refereed Article
    Penaloza, L. & Del Bucchia, C. (2015) No, I won’t eat that!” Parental self-transformation in clashes of role enactment and children’s will, Journal of Business Research, Volume 69, Issue 1, January 2016, Pages 145-154 2016 Refereed Article
    Penaloza, L., “¡Tequila! Distilling the spirit of Mexico,” Review Essay, Consumption, Markets, Culture, Vol. 19, No. 3, May 2016, 296-305. 2016 Refereed Article
    Andrew Lindridge, Lisa PENALOZA and Preya Worlu, "Exploring Agency and Empowerment in Immigrant Consumer Acculturation: Nigerian Women’s Gender Renegotiatons in the UK," European Journal of Marketing, forthcoming. 2016 Refereed Article
    Lisa PENALOZA ; Christopher CHAVEZ “Latinos/as and Consumer Culture”, in Michael Ryan and Dan Cook (eds) the Wiley-Blackwell Encyclopedia of Consumption and Consumer Studies, Hoboken (NJ-USA) : Wiley-Blackwell, February 2015, 648 p. 2015 Chapter
    Figueiredo, B., Chelekis, J., DeBerry-Spence, B., Fuat Firat, A., Ger, G., Godefroit-Winkel, D., Kravets, O., Moisander, J., Nuttavuthisit, K., Penaloza, L. & Tadjewski, M. (2015) Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research (TCR). Journal of Macromarketing, Vol. 35, Issue 2, 257-271. 2015 Refereed Article
    Luca M. VISCONTI, Aliakbar JAFARI, Wided BATAT, Aurelie BROECKERHOFF, Ayla Özhan DEDEOGLU, Catherine DEMANGEOT, Eva KIPNIS, Andrew LINDRIDGE, Lisa PENALOZA, Chris PULLIG, Fatima REGANy, Elif USTUNDAGLI, Michelle F. WEINBERGER “Consumer ethnicity three decades after: A TCR agenda", Journal of Marketing Management, vol. 30, n°17-18, December 2014, pp. 1882-1922 2014 Refereed Article
    Lisa PENALOZA ; Christopher CHAVEZ “Latindad and Consumer Culture”, in Michael Ryan and Dan Cook (eds) the Wiley-Blackwell Encyclopedia of Consumption and Consumer Studies, Hoboken (NJ-USA) : Wiley-Blackwell, February 2015, 648 p. 2015 Chapter
    Mark TADAJEWSKI ; Jessica CHELEKIS ; Benet DEBERRY-SPENCE ; Bernardo FIGUEIREDO ; Olga KRAVETS ; Krittinee NUTTAVUTHISIT ; Lisa PEÑALOZA ; Johanna MOISANDER “The discourses of marketing and development: towards ‘critical transformative marketing research’”, Journal of Marketing Management, vol. 30, n°17-18, December 2014, pp.1728-1771 2014 Refereed Article
    Lisa PENALOZA ; Alex THOMPSON “Constructing the Visual Consumer”, in Emma Bell, Samantha Warren, Jonathan E. Schroeder (Eds) Routledge Companions in Business, Management and Accounting, Abingdon (Ox, UK) : Routledge, August 2013, 424 p. 2013 Chapter
    Lisa PENALOZA ; Alladi VENKATESH "The Value of Value in CCT: Commentary on Karababa and Kjeldgaard", Marketing Theory, vol. 14, n°1, March 2014, pp. 135-138 2014 Refereed Article
    Julien CAYLA ; Lisa PEÑALOZA. Mapping the play of organizational identity In foreign market adaptation, Journal of Marketing, vol. 76, n°6, November 2012, pp. 38-54 2012 Refereed Article
    Michelle BARNHART ; Lisa PENALOZA. “Who are you calling old? Negociating old age identity in the elderly consumption ensemble”, Journal of Consumer Research, vol. 39, n°6 (April 2013), pp. 1133-1153 2013 Refereed Article
    Waheed Karem ABDUL ; Sanjaya S. GAUR ; Lisa N. PENALOZA. "The determinants of customer trust in buyer-seller relationships: An empirical investigation in rural India", Australasian Marketing Journal, n°20, 2012, pp. 303-313 2012 Refereed Article
    Living U.S. Capitalism: The Normalization of Credit/Debt, with Michelle Barnhart, Journal of Consumer Research, 38:4 (December), 473-764, 2011. 2011 Refereed Article
    Penaloza, L. & Mish, J. Leveraging Insights from Consumer Cultural Theory in Services Logic: Value Co-Creation in Sustainable Businesses, with Jenny Mish, Marketing Theory, 11:1, March 2011, 9-43. 2011 Refereed Article
    Kedge Insights
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    Parental roles in the context of everyday family dinner consumption None Publication highlight
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