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.
- 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
- Director, Brand Research Laboratory, 2010 – 2012
- Professor, University of Witten/Herdecke, 2008 – 2010
- 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
- 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
- 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
English (can read, write, speak, understand spoken and peer review) and French (can understand spoken).
- Business Ethics
- Consumer Behaviour
- Marketing Management
- Strategic Management
- information technology
- consumer goods
- food & drink
- Americas - North
- Europe - Western
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.
- 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.
- 2014 - present, MSc in Marketing Strategy and Innovation, Admissions Tutor
Founding Director of the University of Innsbruck "Brand Research Laboratory" from 2010 until 2012.