To date, my research has focused on brand narratives, value-creation, arts marketing and cultural management, religious and spiritual consumption, macromarketing, institutional change and the legitimization of discourse and practice. As a Venezuelan national and having lived and worked in Brazil, I am interested in emerging markets and much of my work examines social and consumer phenomena from the Global South, including the rich context of religiosity. This context led to my most recent research funding (BA Leverhulme Small Research Grant), which allowed me to return to Brazil in 2019 to explore the impact of spirit possession in mediunic churches on participants’ sense of self. As well as specialising in arts marketing and religious/spiritual consumption, I also have a keen interest in Grounded Theory, Constructivism and introspective research methodologies, including autoethnography and the poetic method. I have already published my work in highly ranked ABS* journals and regularly present at international conferences. I am a full Fellow of the Higher Education Academy (UK) and Board Member of the Macromarketing Society (USA).