STAFF PROFILE
Dr Marian Makkar
Position:
Senior Lecturer, Marketing
College / Portfolio:
College of Business and Law
School / Department:
COBL|Economics Finance & Marketing
Phone:
+61399259263
Email:
marian.makkar@rmit.edu.au
Campus:
City Campus
Contact me about:
Research supervision
Dr Marian Makkar's research falls under consumer behaviour, specifically consumer culture theory (CCT). Methodologically, she is a qualitative researcher and utilises qualitative interviews, ethnography, netnography, observations, and projective techniques in her research. Based on her diverse background, Marian's research interest span consumer culture, luxury consumption behaviours and luxury brand management, design for value co-creation and the use of technology to enhance consumer worlds. She has published in leading journals such as Journal of Retailing and Consumer Services and presented her research at international academic conferences including the Association of Consumer Research, Consumer Culture Theory Consortium and Australian and New Zealand Marketing Academy Conferences. She has received several academic awards and won university and nation-wide competitions for her research. Prior to pursuing an academic career, Marian worked in luxury retail as Marketing Manager of Alfred Dunhill Limited in Dubai. Her career also saw her working in public relations handling FMCG brands, beauty products and luxury automotive brands that spanned the Middle East and Africa and across New Zealand.
- Service Quality
- Business Marketing Design
Available for supervision
- 2019 – PhD, Auckland University of Technology
- 2015 – Master of Business (Marketing, First Class Honours), Auckland University of Technology
- 2004 – Bachelor of Commerce (Journalism and Mass Communication, First Class Honours), American University in Cairo
- 2019–Present – Lecturer in Marketing, RMIT University
- 2014–2019 – Lecturer in Marketing, Academic Supervisor, Researcher, Auckland University of Technology
- 2014–2016 – Co-Founder and Marketing Director, myTribeX Ltd.
- 2010–2012 – Senior Account Manager (contracts), Acumen Republic, bare.pr, Arthur Murray Ballroom Dance Studios
- 2007–2010 – Marketing Manager, Alfred Dunhill Limited
- 2005–2007 – Account Executive, JWT and Weber Shandwick
- Makkar, M.,Farrelly, F.,Athwal, N. (2024). Co-creating cultural heterotopic spaces in Airbnb In: Journal of Business Research, 173, 1 - 14
- Farrelly, F.,Makkar, M. (2023). Augmenting the food experience through the projection of place: the case of Tasmania In: Current Issues in Tourism, 26, 1536 - 1553
- Yesmukanova, S.,Martin, D.,Makkar, M.,Farrelly, F. (2022). Sustainable Luxury: A Framework for Meaning Through Value Congruence In: Sustainable Luxury, Palgrave Macmillan, Cham, Switzerland
- Diaz Ruiz, C.,Makkar, M. (2021). Market bifurcations in board sports: How consumers shape markets through boundary work In: Journal of Business Research, 122, 38 - 50
- Lim, W.,Yap, S.,Makkar, M. (2021). Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? In: Journal of Business Research, 122, 534 - 566
- Makkar, M.,Yap, S.,Belk, R. (2021). Stabilising collaborative consumer networks: How technological mediation shapes relational work In: European Journal of Marketing, 55, 1385 - 1410
- Makkar, M. (2021). Using Local Culture in Brand Positioning and Communication In: Marketing Brands in Africa, Springer Nature, Switzerland
- Makkar, M.,Yap, S. (2020). Managing hearts and minds: romanticizing Airbnb experiences In: Current Issues in Tourism, , 1 - 20
- Kennedy, A.,Makkar, M. (2020). Cultural Appropriation In: The SAGE Handbook of Marketing Ethics, Sage, United Kingdom
- Park, H.,Yap, S.,Makkar, M. (2019). A laddering study of motivational complexities in mobile shopping In: Marketing Intelligence and Planning, 37, 182 - 196
Market creation and evolution, consumer culture, space and place, luxury consumption, multiculturalism and cosmopolitanism, consumer resistance and activism, and the sharing economy
2 PhD Completions2 PhD Current Supervisions