Cayla, Julien (2013), “Ethnographic Stories for Market Learning,” Journal of Marketing, forthcoming in the July issue.
Cayla, Julien (2013), Ethnographic Stories for Market Learning, MSI Working Paper 13-100. Access the working paper here.
Cayla, Julien (2013), "Brand Mascots as Organisational Totems," Journal of Marketing Management, special issue on anthropomorphism, February. Download article here.
Cayla, Julien, Cova, Bernard and Lionel Maltese (2013), “Party Time: Recreation Rituals in the World of BtoB,” Journal of Marketing Management, forthcoming.
Cayla, Julien and Lisa Peñaloza (2012), "Mapping the Play of Organizational Identity in Foreign Market Adaptation," Journal of Marketing, forthcoming. Download article here.
Cayla, Julien and Mark Elson (2012), "Indian Consumer Kaun Hai? The Class-Based Grammar of Indian Advertising," Journal of Macromarketing 32 (3), 295-308. Download article here.
Cayla, J. & Peñaloza, L. (2011), "Mapping the Future of Consumers," in Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press, 320-340.
Zwick, Detlev and Julien Cayla (2011), Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press.
Cayla, Julien and Eckardt, Giana (2008), “Asian Brands and the Shaping of a Transnational Imagined Community,” Journal of Consumer Research, 35 (August), 216-230. Download article here.
Cayla, Julien (2008) “Following the endorser: Shah Rukh Khan and the Creation of the Cosmopolitan Indian Male," Advertising and Society Review, vol. 9, issue 2. Download article here.
Cayla, Julien and Eric Arnould (2008), “A Cultural Approach to Branding in the Global Marketplace,” Journal of International Marketing, Special Issue on International Branding, 16 (4), 86-112. Download article here.
Current Research Projects »
Consumer Culture in India
a. Marketers and the Invention of Tradition: this project looks at the way foreign companies contribute to the invention of Indian traditions.
b. Indian masculinities: investigating the evolution of Indian masculinities through an ethnography of gym culture in India
Ethnography and Design
a. Looking at the way ethnography can be used successfully in organizational contexts (with Robin Beers and Eric Arnould)
b. Researching design cultures (with Bernard Cova)
Research Fellow, Institute for Asian Consumer Insight
Asst. Professor of Marketing
Div of Marketing & International Business
College of Business (Nanyang Business School)
Nanyang Technological University
S3-01A-15, 50 Nanyang Avenue
Email: jcayla at ntu.edu.sg