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ZANETTE Maria Carolina

Doctorat, Business Administration et Marketing

Maria Carolina Zanette a obtenu son doctorat à EAESP-FGV, Brésil. Maria Carolina est Professeure assistante à NEOMA Business School dans le département Marketing.

Ses domaines d'enseignement sont principalement liés à la technologie et ses effets au marketing, aux cultures de marché ainsi qu'aux études des réseaux sociaux.

Ses recherches concernent les études du genre, l'intersection entre la technologie et la société, les communications en ligne, la résistance du consommateur et la théorie de la culture du consommation.

Ses travaux ont été publiés dans différentes revues, comme Journal of Business Research, Sociology, et Consumption, Markets, & Culture. Elle est aussi directrice du Master of Science Digital Expertise for Marketing. 

Domaines de spécialisation

Genre, réseaux sociaux, résistance, théorie de la culture de la consommation

Récentes contributions académiques

  • ZANETTE, M. C., E. P. Z. BRITO, I. A. FONTENELLE, M. DE CAMARGO HECK, "Eating one’s own otherness: When producers commercialize their ethnicities", Journal of Business Research, Mai 2021, vol. 129, pp. 134-144
    DOI : 10.1016/j.jbusres.2021.02.057
  • VIOTTO, M., M. C.ZANETTE, E.BRITO, "Looking good or feeling good? The dual role of the body in the taste transformation process", Consumption Markets & Culture, Janvier 2021, vol. 24, no. 1, pp. 54-74
    DOI : 10.1080/10253866.2020.1726329
  • DASKALOPOULOU, A., M. C.ZANETTE, "Women’s Consumption of Pornography: Pleasure, Contestation, and Empowerment", Sociology, Octobre 2020, vol. 54, no. 5, pp. 969-986
    DOI : 10.1177/0038038520918847

Academic Journals

  • ZANETTE, M. C., E. P. Z. BRITO, I. A. FONTENELLE, M. DE CAMARGO HECK, "Eating one’s own otherness: When producers commercialize their ethnicities", Journal of Business Research, Mai 2021, vol. 129, pp. 134-144
    DOI : 10.1016/j.jbusres.2021.02.057
  • VIOTTO, M., M. C.ZANETTE, E.BRITO, "Looking good or feeling good? The dual role of the body in the taste transformation process", Consumption Markets & Culture, Janvier 2021, vol. 24, no. 1, pp. 54-74
    DOI : 10.1080/10253866.2020.1726329
  • DASKALOPOULOU, A., M. C.ZANETTE, "Women’s Consumption of Pornography: Pleasure, Contestation, and Empowerment", Sociology, Octobre 2020, vol. 54, no. 5, pp. 969-986
    DOI : 10.1177/0038038520918847
  • ZANETTE, M. C., D.SCARABOTO, "“To Spanx or not to Spanx”: How objects that carry contradictory institutional logics trigger identity conflict for consumers", Journal of Business Research, Décembre 2019, vol. 105, pp. 443-453
    DOI : 10.1016/j.jbusres.2019.02.065
  • ZANETTE, M. C., D.SCARABOTO, "From the corset to Spanx: shapewear as a marketplace icon", Consumption Markets & Culture, Juin 2019, vol. 22, no. 2, pp. 183-199
    DOI : 10.1080/10253866.2018.1497988
  • ZANETTE, M. C., E.PEREIRA ZAMITH BRITO, "Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers", Consumption Markets & Culture, Septembre 2019, vol. 22, no. 4, pp. 363-382
    DOI : 10.1080/10253866.2018.1512241
  • VIOTTO, M. H., B.SUTIL, M. C.ZANETTE, "LEGITIMACY AS A BARRIER: AN ANALYSIS OF BRAZILIAN PREMIUM COCOA AND CHOCOLATE LEGITIMATION PROCESS", Revista de Administração de Empresas, Juin 2018, vol. 58, no. 3, pp. 267-278
    DOI : 10.1590/s0034-759020180307
  • ZANETTE, M. C., C. E.LOURENÇO, E. P. Z.BRITO, "O peso do varejo, o peso no varejo e a identidade: uma análise de consumidoras plus size", Revista de Administração de Empresas, Décembre 2013, vol. 53, no. 6, pp. 539-550
    DOI : 10.1590/S0034-75902013005000001
  • ZANETTE, M. C., E. P. Z.BRITO, M.COUTINHO, "New influentials: An exploratory study on blogs", Journal of Direct, Data and Digital Marketing Practice, Juillet 2013, vol. 15, no. 1, pp. 36-46
    DOI : 10.1057/dddmp.2013.45

Book chapter

  • SCARABOTO, D., M. C.ZANETTE, "Shapewear or nothing to wear, The ambiguity of shapewear in the plus- size fashion market" dans Women, Consumption, and Paradox., Timothy de Waal Malefyt, Maryann McCabe Eds, Routledge, pp. 55-77, 2020
  • ZANETTE, M. C., E. P. Z.BRITO, "Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers" dans Gender After Gender in Consumer Culture., Elisabeth Tissier-Desbordes, Luca M. Visconti Eds, Routledge, pp. 363-382, 2020

Books

  • ZANETTE, M. C., Gestão de operações no Varejo – São Paulo, Editora Senac São Paulo, São Paulo, 2017
  • ZANETTE, M. C., Influência Digital: o papel dos novos influentes no consumo, Appris, Curitiba, 2015
  • ZANETTE, M. C., E. P. Z.BRITO, C. C.ABDALLA, M.FERREIRA, R.LIMONGI, B.ROSENTHAL, Corporate Branding in Facebook Fan Pages, Business Expert Press, New York, États-Unis, 2015

Academic conferences

  • DASKALOPOULOU, A., M. C.ZANETTE, "Women who watch porn: Market-mediated gendered discourses and consumption of pornography", Advances in Consumer Research, vol. 54, no. 9, pp. 969-986, 2020, Rouen, France
  • ZANETTE, M. C., "Online Witches: Narratives of Empowerment and Disempowerment at the Intersection of Gender and Sexuality" dans Interpretative Consumer Research Conference, 2019, Lyon
  • ZANETTE, M. C., "Consumer reflexivity and the role of legitimacy frames in pornography consumption" dans Bringing Institutional Theory to Marketing Conference, 2019, Paris
  • ZANETTE, M. C., "Illegitimate Identity, Illegitimate Markets: Ideological Contradictions and the Prevention of the Emergence of a Plus-Size Fashion Market" dans 13th Conference on Gender, Marketing and Consumer Behaviour, 2016, Paris, France
  • ZANETTE, M. C., "Shapewear or Nothing to Wear?: An Object-Centered Analysis of Intersecting Assemblages" dans 13th Conference on Gender, Marketing and Consumer Behaviour, 2016
  • ZANETTE, M. C., C. C.ABDALLA, E. P. Z.BRITO, "Distinção com pão e mortadela. A formação e a reprodução do capital cultural por meio da paródia da marca Dolly" dans Congresso Latino Americano de Varejo, 2014, São Paulo.
  • ZANETTE, M. C., "Distinção com pão e mortadela. A formação e a reprodução do capital cultural por meio da paródia da marca Dolly" dans Congresso Latino Americano de Varejo, 2014
  • ZANETTE, M. C., "Interacting to last: how small companies use online social media to build their corporate image" dans Academy of Marketing, 2014, Bournemouth.
  • ZANETTE, M. C., "Consumer and Companies on Facebook fan pages: an analysis of online communication strategies for small companies" dans Academy of Marketing Science Conference, 2013, Monterey, Canada
  • ZANETTE, M. C., "Commercial interventions in blogs through new influentials" dans Academy of Marketing, 2012, Southampton, Royaume-Uni
  • ZANETTE, M. C., "Identidade pelo varejo: Uma abordagem pós-moderna olhando a moda plus size" dans Congresso Latino Americano de Varejo, 2012, São Paulo
  • ZANETTE, M. C., C. E.LOURENÇO, E. P. Z.BRITO, "Identidade pelo varejo: Uma abordagem pósmoderna olhando a moda plus size" dans Congresso Latino Americano de Varejo, 2012, São Paulo
  • ZANETTE, M. C., E. P. Z.BRITO, "Commercial interventions in blogs through new influentials" dans Academy of Marketing, 2012, Southampton
  • ZANETTE, M. C., E. P. Z.BRITO, "New Influentials: How Consumption Manifests on Blogs" dans Academy of Marketing Science, 2012, New Orleans, États-Unis
  • ZANETTE, M. C., "New Influentials: How Consumption Manifests on Blogs" dans Academy of Marketing Science, 2012, New Orleans
  • ZANETTE, M. C., E. P. Z.BRITO, J.PARENTE, "Own Brand and Retailers Corporate Brand Personalities Alignment" dans Academy of Marketing Conference 2011: Marketing Fields Forever, 2011, Liverpool
  • ZANETTE, M. C., "Own Brand and Retailers Corporate Brand Personalities Alignment" dans Academy of Marketing, 2011, Liverpool

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