I have a strong emerging track record in the domain of consumer culture. My research interests lie in the fields of market shaping and market dynamics, which I am translating to the marketing academy, external engagement, and disseminating through knowledge sharing at university seminar series, media outlets and with industry.

Methodologically, I am a qualitative researcher and utilises qualitative interviews, ethnography, netnography, observations, and projective techniques in her research. Based on my diverse background, my 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. I published in several leading journals such as Journal of Retailing and Consumer Services and presented my research at several prestigious international academic conferences including the Association of Consumer Research, Consumer Culture Theory Consortium and Australian and New Zealand Marketing Academy Conferences.

JOURNAL ARTICLES

Academic publications (journal articles, book chapters, conference papers):

Volcon, S.Y., Makkar, M., Martin, D.M., Farrelly, F. (2022). Sustainable Luxury: A Framework for Meaning Through Value Congruence. In: Henninger, C.E., Athwal, N.K. (eds) Sustainable Luxury. Palgrave Advances in Luxury. Palgrave Macmillan, Cham.

Francis, F. & Makkar, M. (2022). Augmenting the food experience through the projection of place: the case of Tasmania, Current Issues in Tourism.

Makkar, M. (2021). Using local culture in brand positioning and communication, In S. Appau (Ed), in Marketing Brands in Africa: Perspectives on the Evolution of Branding in an Emerging Market, Palgrave Macmillan, Cham, pp. 171-201.

Makkar, M., Yap, S.F. & Belk, R.W. (2021). Stabilising collaborative consumer networks: How technological mediation shapes relational work. European Journal of Marketing, 55(5), 1385-1410.

Lim, W.M., Yap, S-F., Makkar, M. (2021). Home sharing at a tipping point: What do we know, how do we know, and where should we be heading? Journal of Business Research, 122(2021), 534-566..

Diaz Ruiz, C.A., & Makkar, M. (2021). Market bifurcations in boardsports: How consumers shape markets through boundary work, Journal of Business Research, 122(2021), 38-50.

Kennedy, A-M. & Makkar, M. (2020), Cultural appropriation. In L. Eagle, S. Dahl, P.D. Pelsmacker, & C.R. Taylor (Eds), in The Sage Handbook of Marketing Ethics, SAGE Publishing, London, UK, pp. 155-168.

Makkar, M. & Yap, S-F. (2020) Managing hearts and minds: romanticizing Airbnb experiences, Current Issues in Tourism, DOI: 10.1080/13683500.2020.1792855.

Makkar, M., & Belk, R.W. (July 17-19, 2019). Consumers’ Romanticized Performances as Open Secrets in Home-sharing Markets. Presented at the meeting of Consumer Culture Theory, Montreal, Canada.

Park, H., Yap, S.F. & Makkar, M. (2019). The motivational complexities driving mobile shopping consumption. Marketing Intelligence and Planning, 37, 182 - 196.

Makkar, M., Yap, S.F., Belk, R.W. & Glynn, M. (December 3-5, 2018). Heterotopic Airbnb spaces: How sharing romanticises exchange markets. Presented at the meeting of ANZMAC, Adelaide, Australia.

Makkar, M. & Franklin, D. (October 11-14, 2018). Cultivating a network of trust: Exploring the trust building agency of objects in home sharing. NA-Advances in Consumer Research, Dallas, Texas.

Makkar, M. & Yap, S.F. (2018). Emotional experiences behind the pursuit of inconspicuous luxury. Journal of Retailing and Consumer Services. 44(2018), 222-234.

Makkar, M. & Yap, S.F. (2018). The anatomy of the inconspicuous luxury fashion experience. Journal of Fashion Marketing and Management: An International Journal, 22(1), 129-156.

Makkar, M., Yap, S.F., Belk, R.W. & Glynn, M. (December 4-6, 2017). Unpacking cultural meanings behind collaborative consumption marketplaces. Presented at the meeting of ANZMAC, Melbourne, Australia.

Makkar, M. & Xu, Y. (June 19-21, 2015). How technology is changing the face of value co-creation in retail services. Presented at the meeting of 14th International Research Symposium on Service Excellence in Management (QUIS 14), China Europe International Business School, Shanghai.

Gaur, S.S., Herjanto, H. & Makkar, M. (2014). Review of emotions research in marketing 2002 - 2013. Journal of Retailing and Consumer Services, 21(6), 917-923.

Makkar, M., Gaur, S. S. & Yap, S.F. (2014). The commoditization of luxury. In M. Enke, A. Geigenmüller & A. Leischnig (Eds), in Commodity Marketing, Springer, Fachmedien Wiesbaden, Germany, pp. 477-498.

Makkar, M., Gaur, S. S., & Yap, S.F. (December 1-4, 2013). Luxury and counterfeit consumption: An exploratory analysis from the consumer’s perspective. Presented at the meeting of ANZMAC, Auckland, New Zealand.