Marius Luedicke

Dr. Marius K. Luedicke is Associate Professor / Reader at Cass Business School and Privatdozent at the University of Innsbruck. Dr. Luedicke‘s research explores brands and contemporary consumer society with regards to consumer moralism, social conflicts, and acculturation.

His work has been published the Journal of Consumer Research, Psychology & Marketing, Consumption Markets & Culture, the Journal of Macromarketing, Marketing JRM, Journal of Business Research, and the Advances in Consumer Research and has been cited in various international media, including the NY Times, Huffington Post, the Conversation, and Wired.

Dr. Luedicke teaches Brand Management, Communication, Cultural Innovation, Interpretive Research Methods, and Digital Marketing. He regularly works with start-up and grown-up companies on developing their branding strategies.

Qualifications

• Habilitation, University of Innsbruck, Innsbruck, Austria, 2006 – 2012
• PhD, University of St. Gallen, St. Gallen, Switzerland, 2003 – 2006
• MSc in Business Management, University of Münster, Münster, Germany, 1999 – 2001

Employment

• Director, Brand Research Laboratory, 2010 – 2012
• Professor, University of Witten/Herdecke, 2008 – 2010

Visiting Appointments

• Visiting Scholar, Humbold University Berlin, Germany, Aug 2008
• Visiting Scholar, Eller College of Management, University of Arizona, USA, Jan – Jun 2005
• Visiting Scholar, Schulich School of Business, York University, Canada, Jan – Dec 2004

Memberships of Professional Organisations

• Member, Consumer Culture Theory Consortium, Oct 2013 – present
• Member, Bundesministerium für Verbraucherschutz (German Government) - Consumer Research Network, May 2012 – present
• Member, Association for Consumer Research, Oct 2008 – present

Awards

• Consumption, Markets and Culture (2011) Best Paper of the Year Award
• Best Paper of the Year Award of the journal Consumption, Markets, and Culture
• University of Innsbruck (2010) Lehre Plus! Teaching Excellence Award
• Nomination for the “Lehre Plus!” Teaching Excellence Award of the University
• of Innsbruck
• Consumer Culture Theory Consortium (2010) Sidney J. Levy Award
• "Sidney J. Levy Award" for the best consumer culture theory paper based on dissertation research and published in 2010
• ## Languages

English (can read, write, speak, understand spoken and peer review) and French (can understand spoken).

Expertise

Primary Topics

• Business Ethics
• Consumer Behaviour
• Marketing
• Marketing Management

Additional Topics

• Leadership
• Strategic Management

Industries/Professions

• marketing
• information technology
• consumer goods
• advertising
• communications
• grocery
• internet
• commodities
• fashion
• service
• food & drink

Geographic Areas

• Americas - North
• Europe
• Europe - Western

Research

Dr. Luedicke's research is concerned with exploring different kinds of social conflict that are either caused by other peoples' consumption behaviors, or articulated through their behaviors. His work has contributed, for example, to a better understanding of conflicts that emerge from (a)moral consumption behaviors, but also from indigenous consumers' interpretations of immigrant consumption practices.

One study shows, for example, how American Hummer owners implicitly draw on the powerful ideology of "American Exceptionalism" to claim the moral high ground for their extra-large and gas-thirsty SUVs (against passionate, anti-Hummer campaigns). In this study, Hummer consumption itself is the stone of contention (i.e., dangerous, polluting cars), but reflects larger cultural values. For activists to reduce Hummer consumption therefore requires framing this consumption practice as a violation of American national identity, not environmental morals.

Research Topics

Consumer Acculturation

Dr. Luedicke's research in this area tries to contribute a better understanding of how consumption contributes to conflicts in contexts of immigration and acculturation. In times of anti-immigrant backlash, right-wing political successes in the UK, PEGIDA demonstrations in Germany, and the brutal Charly Hebdo murders in France, such research tries to shed some analytical light on cultural tensions from a consumption perspective.

Consumer Conflict

One key theme that runs across all Dr. Luedicke's consumer culture studies is social conflict. For marketing practice, academic helps to better understand how to sell more good, create awareness for social causes, or engage people. For society, however, research is also important for garnering a better understanding of why consumption causes trouble.

Featured publication

• Luedicke, M.K. (2015). Indigenes’ responses to immigrants’ consumer acculturation: A relational configuration analysis. Journal of Consumer Research, 42(1), pp. 109–129. doi:10.1093/jcr/ucv002.
• Luedicke, M.K. (2011). Consumer acculturation theory: (crossing) conceptual boundaries. Consumption Markets and Culture, 14(3), pp. 223–244. doi:10.1080/10253866.2011.574824.
• Luedicke, M.K., Thompson, C.J. and Giesler, M. (2010). Consumer identity work as moral protagonism: How myth and ideology animate a brand-mediated moral conflict. Journal of Consumer Research, 36(6), pp. 1016–1032. doi:10.1086/644761.

Books

• Luedicke, M. (2006). A Theory of Marketing. Wiesbaden: Deutscher Universitäts-Verlag. ISBN 978-3-8350-0304-0.
• Lüdicke, M. (2006). A Theory of Marketing Outline of a Social Systems Perspective. Deutscher Universitätsverlag.

Chapters (4)

• Luedicke, M.K. and Pichler-Luedicke, E.A. (2015). The unfaithful brand: When flirting with new customer segments, make sure you are not already married. In Fournier, S., Breazeale, M. and Avery, J. (Eds.), Strong Brands, Strong Relationships (pp. 203–215). Routledge. ISBN 978-1-317-66234-1.
• Luedicke, M.K. (2013). Driving a deeply rooted brand: Cultural marketing lessons learned from GM's hummer advertising. In Penalosa, L., Toulouse, N. and Visconti, L. (Eds.), Marketing Management: A Cultural Perspective (pp. 315–331). New York: Routledge. ISBN 978-0-203-35726-2.
• Luedicke, M. and Stoeckl, V. (2013). Where Marketing Causes Trouble. Humanistic Marketing (pp. 19–28). Springer. ISBN 978-1-137-35329-0.
• Luedicke, M.K. and Giesler, M. (2012). Brand communities and their social antagonists: Insights from the Hummer case. In Kozinets, R.V. and Shankar, A. (Eds.), Consumer Tribes (pp. 275–295). Taylor and Francis. ISBN 978-0-08-054974-3.

Journal Articles (16)

• Luedicke, M., Husemann, K.C., Furnari, S. and Ladstaetter, F. (2017). Radically Open Strategizing: How the Premium Cola Collective Takes Open Strategy to the Extreme. Long Range Planning, 50(3), pp. 371–384. doi:10.1016/j.lrp.2016.07.001.
• Barrios, A., De Valck, K., Shultz, C.J., Sibai, O., Husemann, K.C., Maxwell-Smith, M. and Luedicke, M.K. (2016). Marketing as a means to transformative social conflict resolution: Lessons from transitioning war economies and the colombian coffee marketing system. Journal of Public Policy and Marketing, 35(2), pp. 185–197. doi:10.1509/jppm.15.151.
• Stoeckl, V.E. and Luedicke, M.K. (2015). Doing well while doing good? An integrative review of marketing criticism and response. Journal of Business Research, 68(12), pp. 2452–2463. doi:10.1016/j.jbusres.2015.06.032.
• Husemann, K.C., Ladstaetter, F. and Luedicke, M.K. (2015). Conflict culture and conflict management in consumption communities. Psychology and Marketing, 32(3), pp. 265–284. doi:10.1002/mar.20779.
• Luedicke, M.K. (2015). Indigenes’ responses to immigrants’ consumer acculturation: A relational configuration analysis. Journal of Consumer Research, 42(1), pp. 109–129. doi:10.1093/jcr/ucv002.
• Levy, S.J. and Luedicke, M.K. (2013). From Marketing Ideology to Branding Ideology. Journal of Macromarketing, 33(1), pp. 58–66. doi:10.1177/0276146712459656.
• Luedicke, M. and Husemann, K.C. (2013). Social Conflict and Consumption: A Meta-Analytical Perspective. NA - Advances in Consumer Research, 41 .
• Luedicke, M.K. (2011). Consumer acculturation theory: (crossing) conceptual boundaries. Consumption Markets and Culture, 14(3), pp. 223–244. doi:10.1080/10253866.2011.574824.
• Luedicke, M. (2011). Consumers' Controversies about Consumption. Marketing ZFP - Journal of Research and Management, 33(1), pp. 46–56.
• Luedicke, M. and Kjeldgaard, D. (2011). Consumer Acculturation in an Age of Globalization: Critiques, Revisions and Advances (Special Session). NA - Advances in Consumer Research, 38 .
• Luedicke, M. (2011). Exploring the Boundaries of Market-Mediated Social Mobility of the Marginalized. E - European Advances in Consumer Research, 9 .
• Luedicke, M. (2011). broadening the Scope of Consumer Acculturation Theory. NA - Advances in Consumer Research, 38, pp. 145–145.
• Luedicke, M.K., Thompson, C.J. and Giesler, M. (2010). Consumer identity work as moral protagonism: How myth and ideology animate a brand-mediated moral conflict. Journal of Consumer Research, 36(6), pp. 1016–1032. doi:10.1086/644761.
• Bettingen, J.F. and Luedicke, M.K. (2009). Can brands make us happy? A research framework for the study of brands and their effects on happiness. Advances in Consumer Research, 36, pp. 308–315.
• Füller, J., Luedicke, M.K. and Jawecki, G. (2008). How brands enchant: Insights from observing community driven brand creation. Advances in Consumer Research, 35, pp. 359–366.
• Luedicke, M.K. (2006). Brand community under fire: The role of social environments for the HUMMER brand community. Advances in Consumer Research, 33, pp. 486–493.

Course Directorship

• 2014 - present, MSc in Marketing Strategy and Innovation, Admissions Tutor

Subject/Academic Leadership

Founding Director of the University of Innsbruck "Brand Research Laboratory" from 2010 until 2012.

Editorial Activities (14)

• Journal of Consumer Research, Member of Editorial Board, 2014 – present.
• Journal of Interactive Marketing, Referee, 2014 – present.
• Zeitschrift für Soziologie, Referee, 2014 – present.
• Scandinavian Journal of Management, Referee, 2011 – present.
• Journal of Consumer Culture, Referee, 2010 – present.
• Journal of Marketing Management, Referee, 2010 – present.
• European Journal of Marketing, Referee, 2010 – present.
• International Journal of Research in Marketing, Referee, 2010 – present.
• Journal of Macromarketing, Referee, 2009 – present.
• Marketing ZFP / Journal of Research and Management, Referee, 2009 – present.
• Journal of the Academy of Marketing Science, Referee, 2008 – present.
• Advances in Consumer Research, Referee, 2007 – present.
• Consumption Markets and Culture, Referee, 2007 – present.
• American Marketing Association, Referee, 2006 – present.