Marius Luedicke

Senior Lecturer in Marketing
consumer culture, cultural branding, market-mediated social conflict, general marketing theory, and progressive social change
Faculty of Management
photograph of Marius Luedicke

Download CV [pdf]


Dr. Marius Lüdicke is Senior Lecturer at Cass Business School and Privatdozent at the University of Innsbruck. Marius‘ current research explores the dynamics of consumer culture and branding with regards to moralism, conflict, and consumer acculturation.

His work has been published the Journal of Consumer Research, Consumption Markets & Culture, Journal of Macromarketing, Marketing JRM-ZFP, and the Advances in Consumer Research, and has been cited in media such as the NY Times, Huffington Post, and Wired.

Dr. Luedicke teaches Brand Management, Advertising, Cultural Innovation, Interpretive Research Methods, and Digital Marketing. He regularly advises start-up, small, and medium-sized companies in branding strategy and implementation questions.

Video and media material can be found in the section "In the media" below.

In the Media

Watch Marius comment on the Apple brand from a consumer-brand relationships perspective here.

See the Unrulyversity / TechCityInsider interview with Marius Luedicke about why branding matters for tech start-ups.

Read Rob Walker's New York Times column "Hummer Love" that discusses Marius Luedicke's research on "Consumption as Moral Protagonism" (with Craig Thompson and Markus Giesler).

Read Dr. Bill Chameides talk about the Hummer brand and the moral protagonism study at Huffington Post 

Additional languages

French (basic level), German


Room number: 4039
Ph: 020 7040 8687