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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
    GODEFROIT-WINKLE, D., L. PEÑALOZA, "The Ethics of Freedom in Consumption: An Ethnographic Account of the Social Dimensions of Supermarket Shopping for Moroccan Women", Journal of Business Ethics, 2024, vol. 189, no. 3, pp. 479-506 2024 Journal article
    MOLANDER, S., J. OSTBERG, L. PEÑALOZA, "Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-assemblages in the Change and Continuity of a Brand", Journal of Consumer Research, 2023, vol. 49, no. 5, pp. 762-785 2023 Journal article
    PEÑALOZA, L., A. PROTHERO, P. MCDONAGH, K. POUNDERS, "The Past and Future of Gender Research in Marketing: Paradigms, Stances, and Value- Based Commitments", Journal of Marketing, 2023, vol. 87, no. 6, pp. 847-868 2023 Journal article
    COFFIN , J., C. EICHERT, S. BETTANY, A. LINDRIDGE, G. OAKENFULL, J. OSTBERG, L. PEÑALOZA, D. RINALLO, D. ROWE, J. SANTANA, L. VISCONTI, L. WALTHER, "Crossing Wires: Short-Circuiting Marketing Theory", Marketing Theory, 2022, vol. 22, no. 2, pp. 275-292 2022 Journal article
    PEÑALOZA, L., "Our Aging Bodies, Ourselves" in Routledge Companion to Marketing and Feminism., Pauline Maclaran, Lorna Stevens, and Olga Kravets Eds, Routledge, chap. 21, 2022 2022 Book chapter
    XU, X., L. PEÑALOZA, A. ARAS, "Deciphering B2B marketers’ concerns in marketing ‘with’ clients: Further insights into how B2B characteristics foster and inhibit UGC generation and its leverage", Industrial Marketing Management, 2022, vol. 101, pp. 71-81 2022 Journal article
    GUMMERUS, J., D. O'LOUGHLIN, C. KELLEHER, L. PEÑALOZA, "Shifting sands: Actor role and identity reconfigurations in service systems", Journal of Business Research, 2021, vol. 137, pp. 162-169 2021 Journal article
    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
    GODEFROIT-WINKEL, D., L. PEÑALOZA, "Women's Empowerment at a Moroccan Supermarket: A Qualitative Investigation of Developed Competencies and Altered Relationships at an Emerging Retail Servicescape", Journal of MacroMarketing, 2020, vol. 40, no. 4, pp. 492-509 2020 Journal article
    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
    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
    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
    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
    Teaching domains


    • Consumer Culture
    • Marketing Strategy/Cultural Branding


    • Qualitative Research Methods
    Research domains

    Consumer Culture Theory

    Developing Countries

    Gender Studies

    Health Management

    Kedge Insights
    Insights Others authors Category Expertise
    La liberté (du consommateur) finit-elle vraiment là où commence celle des autres ? None Published in The Conversation
    Marketing & new consumption
    Parental roles in the context of everyday family dinner consumption None Publication highlight
    Marketing & new consumption