ZANETTE Maria Carolina
ZANETTE Maria Carolina
Doctorat, Business Administration et Marketing
Maria Carolina est Professeur Associée à NEOMA Business School dans le département Marketing. Maria Carolina Zanette a obtenu son doctorat à EAESP-FGV, Brésil. 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.
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
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
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
10.1080/10253866.2018.1512241
SUQUET, J.-B., P. LESCOAT, A. ROUQUET, A. SOUCHAUD, M. C. ZANETTE, "Concevoir et animer un bureau du commerce, propositions pour la redynamisation des centres-villes", 2023
PUESCHEL, J., M. C. ZANETTE, M. TOUZANI, "Re-arranging dressing practices: the role of objects in spreading ugly luxury " Marketing Research Seminar - Neoma Business School. 2021, On-line, France
ZANETTE, M. C., "Online witches and consumer mythopoesis" Research Seminar. 2021, Portsmouth, Royaume-Uni
ARSEL, Z., M. C. ZANETTE, "Sponsored Content and Institutional Work: How Epistemic Contests about Monetization Shape Markets" dans Global Digital Cultures, 2022, Amsterdam, Pays-Bas
ZANETTE, M. C., Gestão de operações no Varejo – São Paulo, Editora Senac São Paulo, São Paulo, 2017
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
ZANETTE, M. C., Influência Digital: o papel dos novos influentes no consumo, Appris, Curitiba, 2015
ZANETTE, M. C. - "Consumer activism, promotional culture, and resistance: integrating a celebratory fragmented literature and showing a dark side" - 2023, Consumption, Markets and CultureDOI : https://doi.org/10.1080/10253866.2023.2219613
LESCOAT, P., M. C. ZANETTE, S. REYNAUD, "“Don’t touch our gender stereotypes”: the role of doublethink rhetoric in backlash legitimation" dans EGOS Conference, 2025, Athens, Grèce
PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" dans Fifty Years of Consumer Research, 2023
ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" dans Global Marketing Conference, 2023
PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" dans International Conference on Crypto-Marketing, 2022
ZANETTE, M. C., "The Impossible Profession of Being an Influencer" dans Association for Consumer Research, vol. 49, 2021, Seattle, États-Unis
ARSEL, Z., M. C. ZANETTE, "Influencers and the Shaping of Markets: Actors, Processes, and Sociotechnical Configurations" dans Association for Consumer research, vol. 49, no. 647-653, 2021, Online, États-Unis
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., "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., "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., 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., "Interacting to last: how small companies use online social media to build their corporate image" dans Academy of Marketing, 2014, Bournemouth.
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., "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., E. P. Z.BRITO, "New Influentials: How Consumption Manifests on Blogs" dans Academy of Marketing Science, 2012, New Orleans, États-Unis
ZANETTE, M. C., E. P. Z.BRITO, "Commercial interventions in blogs through new influentials" dans Academy of Marketing, 2012, Southampton
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., "New Influentials: How Consumption Manifests on Blogs" dans Academy of Marketing Science, 2012, New Orleans
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., 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
ZANETTE, M. C., D. SCARABOTO, "Being versus Getting a Brazilian Colonial Imaginaries of Sexuality." dans Sexuality in Marketing and Consumption: Queer Theory, Feminist Research, and Intersectionality., A. Daskalopoulou, D. Pirani and J. Ostberg Eds, Routledge, pp. 14, 2024DOI : https://doi.org/10.4324/9781003454533
RINALLO, D., L. MIMOUN, M. C. ZANETTE, "Streghe contemporanee e social media" dans Antropologia delle tenebre : magia, stregoneria e malefici., Francesco Bravin, Riccardo Massara, Cristina Resa e Marta Villa Eds, Associazione Antropolis - Associazione di Promozione Sociale, pp. 91-125, 2022
ZANETTE, M. C., M. H. VIOTTO, "Tecnologia e consumo: uma relacao paradoxal" dans Aspectos Culturais do Consumo., Karin Brondino-Pompeo, Isabela Carvalho de Morais, Carla Caires Abdalla Eds, Pimenta Cultural, pp. 93-108, 2022
VIOTTO, M. H., A. DALLOLIO, M. C. ZANETTE, "Regimes de gosto e distincao social" dans Aspectos Culturais do Consumo., Karin Brondino-Pompeo, Isabela Carvalho de Morais and Carla Caires Abdalla Eds, Pimenta Cultural, pp. 177-193, 2022
VIOTTO, M. H., M. C. ZANETTE, "O corpo na intersecçao: saude, moda e disciplina" dans Aspectos Culturais do Consumo., Karin Brondino-Pompeo, Isabela Carvalho de Morais and Carla Caires Abdalla Eds, Pimenta Cultural, pp. 224-244, 2022
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
ZANETTE, M. C. - "Investigating taboo consumption and non-consumption: Female consumers’ experiences with pornography - Poster presented at the Consumer Culture Theory Conference" - 2018, Odense
ARSEL, Z., M. C. ZANETTE, C. DA ROCHA MELO, "Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors", Journal of Marketing, Février 2025DOI : 10.1177/00222429241296459
DALLOLIO, A. S., M. C. ZANETTE, E. P. Z. BRITO, "Symbolic power among preteens: consumption competences and social media influence", European Journal of Marketing, Août 2025DOI : 10.1108/EJM-02-2023-0094
RAYNAUD, S., M. C. ZANETTE, C. VALOR MARTÍNEZ, P. ANTONETTI, "“I want world peace… oh, and bigger boobs”: repetitions and stereotyping on ’ sustainable character Phoebe", Journal of Marketing Management, Août 2024, vol. 40, no. 15-16, pp. 1384-1410DOI : 10.1080/0267257X.2024.2380795
BONNIN, G., M. C. ZANETTE, "Au cœur des villes, la consommation locale n’atteint pas toujours le cœur de la clientèle", The Conversation, Décembre 2024
ZANETTE, M. C., J. PUESCHEL, I. ULRICH, L. B. XAVIER, "Introducing digital luxury wearable assets: imaginaries and practices", Carnets de la Consommation, 2024
ZANETTE, M. C., D. RINALLO, L. MIMOUN, "Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis", Marketing Theory, Mars 2023, vol. 23, no. 1, pp. 163-182DOI : 10.1177/14705931221124044
RINALLO, D., J. PIRES DE SANTANA, M. C. ZANETTE, S. APPAU, J. COFFIN, G. ECKHARDT, C. EICHERT, K. HUSEMANN, M. MOUFAHIM, V. RODNER, L. STEVENS, "Where spirituality and religion meet gender and sexuality: Towards a research agenda for intersectional marketing theory" à paraître Marketing Theory
SCHNEIDER DALLOLIO, A., M. C. ZANETTE, E. PEREIRA ZAMITH BRITO, "Unpacking the spillover effect of liminality: preteens’ mothers’ experience as emotionally connected participants", Journal of Marketing Management, Octobre 2023, vol. 39, no. 15-16, pp. 1-27DOI : 10.1080/0267257X.2023.2251507
ZANETTE, M. C., J. PUESCHEL, M. TOUZANI, "Re-arranging dressing practices: The role of objects in spreading ugly luxury", Journal of Business Research, Juin 2022, vol. 145, pp. 784-800DOI : 10.1016/j.jbusres.2022.02.087
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. 54-74DOI : https://doi.org/10.1080/10253866.2020.1726329
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. 134-144DOI : 10.1016/j.jbusres.2021.02.057
DASKALOPOULOU, A., M. C. ZANETTE, "Women who watch porn: Market-mediated gendered discourses and consumption of pornography", Advances in Consumer Research, Mai 2020, vol. 54, no. 9, pp. 969-986
DASKALOPOULOU, A., M. C.ZANETTE, "Women’s Consumption of Pornography: Pleasure, Contestation, and Empowerment", Sociology, Octobre 2020, vol. 54, no. 5, pp. 969-986DOI : 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. 443-453DOI : 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. 183-199DOI : 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. 363-382DOI : 10.1080/10253866.2018.1512241
ZANETTE, M. C., I. BLIKSTEIN, L. VISCONTI, "Intertextual virality and vernacular repertoires: Internet memes as objects connecting different online worlds.", RAE Revista de Administracao de Empresas, Mai 2019, vol. 59, no. 3, pp. 157-169
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. 267-278DOI : 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. 539-550DOI : 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. 36-46DOI : 10.1057/dddmp.2013.45
ZANETTE, M. C. - "Investigating taboo consumption and non-consumption: Female consumers’ experiences with pornography - Poster presented at the Consumer Culture Theory Conference" - 2018, Odense