EDUCATION

University of Southern Denmark, Odense, Denmark – 2007
Ph.D. in Marketing

University of Colorado Boulder, Boulder, CO – fall 2003
Visiting Scholar at Leeds School of Business

Emerson College, Boston, MA – 1998
M.A. in Marketing Communication and Advertising

Ankara University, Faculty of Political Science, Ankara, Turkey – 1996
Diploma in Economics

ACADEMIC EMPLOYMENT

California State University, Los Angeles – fall 2017-present
Department of Marketing
Assistant Professor, fall 2017 – fall 2021
Associate Professor, fall 2021-present
Director of MBA/MSBA & Faculty Coordinator of FEMBA Programs, fall 2021-present
Academic Sabbatical, spring 2023
Associate Chair, Department of Marketing, fall 2023-spring 2024

Woodbury University, Burbank, CA – fall 2008-fall 2017
Department of Marketing
Academic Sabbatical, fall 2014 – spring 2015
Acting Coordinator of Department of Marketing, spring 2014
Coordinator of Department of Marketing, fall 2011 – fall 2013
Assistant Professor, fall 2008 – spring 2012
Associate Professor, spring 2012 – fall 2017

California State University Northridge– spring 2008
Department of Marketing
Adjunct Faculty

University of Southern Denmark, Odense, Denmark – 08/2002 – 07/2005
Department of Marketing
Ph.D. Student/Instructor

Bilkent University, Ankara, Turkey – 09/1998 – 08/2002
Department of Communication and Design
Instructor

RESEARCH INTERESTS

• Sustainable marketing/consumption
• Social marketing
• Alternative sustainable lifestyles
• Legitimization and destigmatization processes
• Transnationalism
• Transmigrant consumer research
• Global consumer culture
• Other as the extended self
• Digital consumption

TEACHING INTERESTS/EXPERIENCE

• Consumer Behavior
• Principles of Marketing
• International Marketing
• Sustainable Marketing
• Mindful Consumption
• Civic Engagement and Social Issues
• Community-Based Social Marketing
• New York Field Experience
• Media Marketing
• Public Relations
• Marketing Concepts and Strategy (MBA)
• Global Marketing (MBA)

JOURNAL ARTICLES

• Üçok Hughes, M., Martin, D., Coskuner-Balli, G. (2023). Plural Logics in Marketing Systems: Managing Tensions within the Social Matrix in an Ecovillage. Journal of Macromarketing. https://doi.org/10.1177/02761467231215775

• Yoruk, I., Üçok Hughes, M., Kumpas, G. (forthcoming). Ignorance is Bliss: Understanding How the Number of Eco-Labels Affects High vs. Low-Knowledge Consumer. Business Forum.

• Coskuner-Balli, G., Pehlivan Ekin, & Üçok Hughes, M. (2021). Institutional Work and Brand Strategy in the Contested Cannabis Market. Journal of Macromarketing. https://doi.org/10.1177/02761467211029243

• Schill, M., Godefroit-Winkel, D., & Üçok Hughes, M. (2020). A Country-of-Origin Perspective on Climate Change Actions: Evidence from France, Morocco, and the United States. Journal of International Marketing, 29 (1) 23-38. https://doi.org/10.1177/1069031X20963712

• Anderson, J., Üçok Hughes, M., & Nguyen, C. (2019). The Highs and Lows of Startups in the Cannabis Industry: A PESTLE Analysis of the Current Issues. Business Forum, 27(2), 26-36. [PDF]

• Upadhyaya, S., Üçok Hughes, M., & Houston, H. R. (2019). Using Sustainability as a Framework for Marketing Curricula and Pedagogy. The Journal of Sustainability Education, 20 (April). [web link] [PDF]

• Üçok Hughes, M., Stovall, T., Pehlivan, E., & Cardona, R. (2018). Strategic Target Marketing Considerations and Implications for the U.S. Hispanic Market. Journal of Cultural Marketing Strategy, 3 (2), 152-171.

• Üçok Hughes, M., Upadhyaya, S., & Houston, H. R. (2018). Educating Future Corporate Managers for a Sustainable World: Recommendations for a Paradigm Shift in Business Education. On the Horizon, 26 (3), 194-205. [web link] [PDF]

• Üçok Hughes, M., Stovall, T., & Ventzislavov, R. (2017). Constructing a Narrative Identity of Los Angeles Through a Gastronoir Adventure. In A. Gneezy, V. Griskevicius, & P. Williams, (Eds.), NA – Advances in Consumer Research Volume 45, (pp. 486-488). Duluth, MN : Association for Consumer Research. [web link]

• Üçok Hughes, M., Bendoni, W., & Pehlivan, E. (2016). Storygiving as a co-creation tool for luxury brands in the age of the internet : A love story by Tiffany and thousands of lovers. Journal of Product and Brand Management – Special Issue: Technopocene: Technology’s Transformation of People, Products and Brands, 24 (4), 357-364.  [web link] [Emerald blog]

• Pehlivan, E., Berthon, P., Üçok Hughes, M., & Berthon, J. P. (2015). Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships. Business Horizons – Special Issue: The Magic of Secrets, 58 (6), 591-598. – Lead article. Featured in Harvard Business Publishing for Educators. [PDF]

• Üçok Hughes, M., Eckhardt, G., Kaigler-Walker, K., & Gilbert, Z. (2015). The discontinuous evolution of women’s fashion in China. Qualitative Market Research: An International Journal – Special Issue: “Journey to the West”: Rethinking the Role of Asian Business and Consumer Culture in the Global Marketplace, 18 (4), 391-408. – Lead article. [PDF]

• Schiele, K., & Üçok Hughes, M. (2013). Possession Rituals of the Digital Consumer: A Study of Pinterest. In G. Cornelissen, E.  Reutskaja, & A. Valenzuela (Eds.), European Advances in Consumer Research (pp. 47-50). Duluth, MN: Association for Consumer Research. [PDF]

• Üçok Hughes, M. (2012). Social Status Implications of Transmigrants’ Consumer Practices in Their Cultures of Origin. In Z. Gürhan-Canli, C. Otnes, & R. Zhu (Eds.), NA – Advances in Consumer Research (pp. 148-152). Duluth, MN: Association for Consumer Research. [PDF]

• Visconti, L. M., Üçok Hughes, M., & Bagramian, R. (2012). Diversity Appreciated? A Visual Longitudinal Analysis of Ukraine’s Nation Branding Campaigns. In Z. Gürhan-Canli, C. Otnes, & R. Zhu (Eds.), NA – Advances in Consumer Research (pp. 935-936). Duluth, MN: Association for Consumer Research. [PDF]

• Üçok Hughes, M. (2010). From resistance to integration: changing consumer acculturation practices of immigrants. In M. Campbell, J. Inman, & R. Pieters (Eds.), Advances in Consumer Research (pp. 10-14). Pittsburgh, PA: Association for Consumer Research. [doc]

• Üçok, M., & Kjeldgaard, D. (2005). Consumption Practices in Transnational Social Spaces: A Study of Turkish Transmigrants. In K. Ekström & H. Brembeck (Eds.), European Advances in Consumer Research, (pp. 431-436). Goteborg, Sweden: Association for Consumer Research. [PDF]

PUBLISHED CONFERENCE PROCEEDINGS

• Upadhyaya, S., Üçok Hughes, M., and Houston, R. (2023). Integrating AACSB Societal Impact Standards into Marketing Courses. In Marketing Educators’ Association Conference Proceedings. San Francisco, CA.

• Üçok Hughes, M., Coskuner-Balli, G., and Martin, D. (2023). Forming Market Utopias: Tensions and Challenges at an Urban Ecovillage. In Consumer Culture Conference Proceedings, Lund. Sweden.

• Üçok Hughes, M., and Pehlivan, E. (2023). The Normativization of Stigmatized Consumption in the U.S. Cannabis Market. In Consumer Culture Conference Proceedings, Lund. Sweden.

• Upadhyaya, S., Houston, R., Üçok Hughes, M., (2022). Virtual In-Depth Interviews: Strategies for Teaching Qualitative Marketing Research in a Remote Context. In Marketing Educators’ Association Conference Proceedings. Seattle, WA. [Weblink]

• Üçok Hughes, M., and Pehlivan, E. (2020). Destigmatization and legitimization of cannabis consumption: A semiotic analysis of the current cannabis market. AMA Marketing and Public Policy Conference, (318-319). Marina del Rey, CA. [web link]

• Üçok Hughes, M., & Martin, D. (2019). Collective consumption in intentional communities. In J. E. Richard and D. Kadirov (Eds.). Proceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC) (pp. 407-410). Wellington, New Zealand. [web link]

• Üçok Hughes, M., & Martin, D. (2018). When utopian ideologies meet marketplace realities: fairy tale dreams at ecovillage communities. In Consumer Culture Theory Conference Proceedings, (p. 61). Odense, Denmark. [web link]

• Üçok Hughes, M., Stovall, T., Cardona R., & Pehlivan, E. (2018). Multi-Cultural marketing strategies: Considerations for the U.S. Hispanic market for digital and mobile campaigns. In Academy of Marketing Science World Conference Proceedings, Porto, Portugal.

• Upadhyaya, S., Üçok Hughes, M., & Houston, R. (2018). Using the sustainability framework to reframe marketing curricula and pedagogy. In Marketing Educators’ Association Conference Proceedings, (182-183). Santa Fe, NM. [web link]

• Üçok Hughes, M., Stovall, T., & Cardona, R. (2016). Digital marketing and the overlooked Hispanic 50+ demographic. In Marketing EDGE Direct/Interactive Marketing Research Summit Proceedings, Los Angeles, CA.

• Üçok Hughes, M., & McConnell, W. (2016). Alternative lifestyles for a sustainable future: Issues, dilemmas, and paradoxes of ecovillages. In P. Polsa, J. Denegri-Knott, R. Mellado Silva and F. Kerrigan (eds.) International Society for Markets and Development Conference Proceedings, (p. 327). Lima, Peru.

• McConnell, W. & Üçok Hughes, M. (2016). Fissures of “Place” in the globalization of marketing: leveraging survival for Cabo Pulmo, North America’s oldest coral reef. In P. Polsa, J. Denegri-Knott, R. Mellado Silva and F. Kerrigan (eds.) International Society for Markets and Development Conference Proceedings, (pp. 406-407). Lima, Peru.

• Üçok Hughes, M., Bendoni, W., & Nagel, A. (2015). Fashion disruption in the digital age. In 2015 Global Fashion Management Conference Proceedings, (pp. 333-337). Florence, Italy. [PDF]

• Üçok Hughes, M. & McConnell, W. (2015). Changing social behavior by giving power to the people: A successful community-based social marketing youth littering campaign. In Proceedings of the Academy of Marketing Science Annual Conference, Denver, CO.

• McConnell, W. & Üçok Hughes, M. (2015). Enviro-ethical Dialogism: Implications for CSR and Consumer Engagement. In World Social Marketing Conference Proceedings (pp. 14-17), Sydney, Australia. [web link]

• Üçok Hughes, M. (2015). Design and implementation recommendations for an undergraduate sustainable marketing course. In G. Black, & M. M. Nelson (Eds.), Teaching Marketing to New Generations and Non-Traditional Students. Proceedings of Marketing Educators’ Association Conference, (pp. 163-169). Las Vegas, NV, 15-17 April [PDF]

• Üçok Hughes, M., & McConnell, W. (2015). A journey towards an interdisciplinary integrated marketing curriculum. In G. Black, & M. M. Nelson (Eds.), Teaching Marketing to New Generations and Non-Traditional Students. Proceedings of Marketing Educators’ Association Conference, (pp. 44-48). Las Vegas, NV, 15-17 April [PDF]

• Bagramian, R., Üçok Hughes, M., & Visconti L. M. (2012). Bringing the Nation to the Nation Branding Debate: Evidence From Ukraine. Proceedings of the Academy of Marketing Science Cultural Perspectives in Marketing Conference. [PDF]

• Üçok Hughes, M., Kaigler-Walker, K., & Bendoni, W. (2012). Young children as parents’ eextended selves. In L. Robinson (Ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same. Proceedings of the Academy of Marketing Science [CD-ROM]. Ruston, LA: Academy of Marketing Science. [PDF]

• Üçok Hughes, M., & Kaigler-Walker, K. (2012). Development and implementation of an AACSB assessment plan: assessing two mission-based principle learning objectives in an introductory marketing course. Proceedings of Marketing Educators’ Association Conference (pp. 202-212). Long Beach, CA. [PDF]

• Visconti, L. M., &  Üçok Hughes, M. (2012). How International Marketing Trends Impact Segmentation and Targeting: A Cultural Revision. Proceedings of International Marketing Trends Conference. Venice, Italy. [PDF]

• Schiele, K., & Üçok Hughes, M. (2013). Transfer and classification of knowledge structures of digital consumers. Proceedings of the Academy of Marketing Science Conference, Monterey, CA.

• Üçok Hughes, M., & Bendoni, W. (2013). An application of a social media campaign in a marketing field experience course. In D. B. McCabe and G. S. Black (Eds.), Proceedings of the Marketing Educators’ Association Conference, (pp. 11-13). Portland, OR.

• Bagramian, R., Üçok Hughes, M., & Visconti, L. M. (2012). Bringing the nation to the nation branding debate: evidence from Ukraine. Proceedings of the Academy of Marketing Science World Marketing Conference, Atlanta, GA.

• Üçok, M., & Askegaard, S. (2008). Capital Build-up and Transfer: The Case of Turco-Danish Transmigrants.  In A. Lee, & D. Soman (Eds.), Advances in Consumer Research (pp. 162-165). Memphis, TN: Association for Consumer Research. [PDF]

CONFERENCE & WORKSHOP PRESENTATIONS

• Cristina Nistor, C., Ucok Hughes, M., Pehlivan, E. (2023). Gently Loved: All Of The Fashion, None Of The Guilt. Paper presented at Western Academy of Management, Reno, NV. [Web link]

• Üçok Hughes, M., Pehlivan, E., & Coskuner-Balli, G. (2019). Legitimization of Recreational Cannabis Consumption: Introduction of Market and Aesthetics Logics in the Field. Paper presented at nitmkg2: Bringing Institutional Theory to Marketing Conference, Paris, France. [Web link]

• Üçok Hughes, M., & Pehlivan, E. (2019). From Counter-Culture to Commoditization: Corporate Co-optation of Cannabis Consumption. Paper presented at Southern California Consumer Culture Community Colloquium, Los Angeles, CA. [web link]

• Üçok Hughes, M. (2018). A Systematic Review of Mental Health Social Marketing Campaigns Targeting College Students. Poster presented at the European Social Marketing Conference, Antwerp, Belgium. [web link.]

• Üçok Hughes, M., Stovall, T., & Ventzislavov, R. (2016). Constructing a narrative identity of Los Angeles through a gastronoir adventure. Presentation given at Markets, Culture and Consumption Workshop, The Paul Merage School of Business, University of California, Irvine, CA.

• Üçok Hughes, M. & Martin, D. (2015). Community Consumption: An Urban Ecovillage Ethnography. Poster presented at Consumer Culture Theory Conference, Fayetteville, AR. [Web link]

• Bendoni, W., Pehlivan, E., & Üçok Hughes, M. (2014). Digital Curation in the Context of Fashion Marketing. Paper presented at Marketing EDGE Direct/Interactive Marketing Research Summit, San Diego, CA.

• McConnell, W., & Üçok Hughes, M. (2014). The Emerging Paradigm of Enviro-ethical Dialogism, Corporate Social Responsibility, and Consumer Dynamism. Paper presented at Symposium on International & Interdisciplinary Business Research, California State University, Los Angeles, CA. – Best Paper Award

• Pehlivan, E., Berthon, P., Üçok Hughes, M., Berthon, J. P. (2014). Keeping up with The Joneses: Secrets and Duplicity in Promotional Messages. Paper presented at INBAM Conference, Barcelona, Spain.

• Bendoni W., Üçok Hughes, M., & Pehlivan, E. (2014). A Love Story by Tiffany & Co. and Thousands of Lovers: Story Giving as a Co-creation Tool. Paper presented at 2014 Global Fashion Management Conference in London, London, UK.

• Bagramian, R., Üçok Hughes, M., & Visconti, L. M. (2012). Bringing the Nation to the Nation Branding Debate: Evidence From Ukraine. Poster session presented at American Marketing Association Summer Educators’ Conference, Chicago, IL.

• Üçok Hughes, M., Kaigler-Walker, K., & Bendoni, W. (2011). Mom’s Little Fashionista and Dad’s Little Surfer Dude: Young Children as Parents’ Extended Selves. Paper presented at Consumer Culture Theory Conference, Evanston, IL.

• Visconti, L. M., & Üçok Hughes, M. (2011). Segmentation and Targeting Reloaded: The Interpretive (R)evolution of Two Highly Institutionalized Consumer Concepts. Paper presented at EIASM 6th Interpretive Consumer Workshop at University of Southern Denmark, Odense, Denmark.

• Üçok, M., & Askegaard, S. (2008). Transmigrant Consumption Practices. A Multi-sited Ethnographic Study of Turkish Immigrants in Denmark. Paper presented at Workshop on Immigrants, Consumption and Market, Lille School of Management Research Center University of Lille 2 – France, Lille, France.

• Üçok, M. (2005). A Multi-sited Ethnographic Study of Transmigrant Consumers. Paper presented at EIASM Interpretive Consumer Research Workshop at Copenhagen Business School, Copenhagen, Denmark.

• Üçok, M. (2004). Consumption Practices in Transnational Social Spaces: A Study of Turkish Immigrants in Denmark. Paper presented at AMID-Academy for Migration Studies in Denmark 13^th Nordic Migration Conference. Aalborg, Denmark.

PUBLISHED DOCTORAL DISSERTATION

• Üçok, M. (2011). Consumption Practices of Transmigrants: A Multi-sited Ethnographic Study of Turkish Immigrants in Denmark. Published doctoral thesis, University of Southern Denmark University Press.

UNIVERSITY SERVICE

California State University Los Angeles

• University Sustainability Committee, College of Business and Economics Liaison – since fall 2019.
• Center for Academic Success, International Writing Centers Week, Faculty Panelist – February 2020.
• AACSB Assessment Committee, Department of Marketing Liaison – spring 2018-present
• Department of Marketing Undergraduate Studies Committee, Member – fall 2020-2022
• Department of Marketing Undergraduate Studies Committee, Chair and College Representative – fall 2018-fall 2020
• Department of Marketing Program Review Committee Chair – fall 2019-spring 2020
• Marketing Analytics Club (M.A.R.S.) Faculty Advisor
• Marketing Club Faculty Advisor

Woodbury University

• Agency for Civic Engagement (ACE) School of Business Liaison – fall 2016-spring 2017
• Healthy and Sustainable Campus Committee – fall 2015-fall 2017
• School of Business Dean Search Committee – fall 2015-spring 2016
• Acting Coordinator, Department of Marketing – spring 2014
• Integrative Learning Committee – fall 2013-spring 2014
• Fashion Marketing/Accounting/Management Faculty Search Committee – spring 2014
• Coordinator (the title Chair was changed to Coordinator), Department of Marketing – fall 2011- fall 2013
• Personnel Committee – fall 2012-fall 2014
• Acting Chair, Department of Marketing & Fashion Marketing – spring 2011
• Chair, Marketing Faculty Search Committee – fall 2011
• Chair, Fashion Marketing Faculty Search Committee – spring 2011
• Co-coordinator, New Faculty Learning Community – fall 2010, fall 2012
• Founder and organizer, School of Business Research Colloquium – fall 2010-fall 2012
• AACSB/BBA Assessment Committee – fall 2012-spring 2014
• Workload and Compensation Committee – fall 2011
• Community Honor Task Force – fall 2011
• Faculty Learning Community – fall 2011
• Committee for Tracking Graduate & Alumni Success – spring 2011
• University Web Marketing Committee – fall 2010-fall 2011
• BBA Curriculum Committee – fall 2010-spring 2014
• Accounting Faculty Search Committee – spring 2010
• PD courses curriculum and NSSE results Committee – 2009
• OASIS (Office of Student Development) Advising Committee – fall 2008-fall 2010

ACADEMIC SERVICE

• Co-editor, Special Issue: “Sustainability”, Business Forum 2020
• Co-editor, Special Issue: “Alternative Imaginings“, Markets, Globalization & Development Review 2018
• Reviewer for Journal of International Journal of Fashion Studies 2019
• Reviewer for Journal of Product and Brand Management 2019
• Reviewer for Markets, Globalization & Development Review 2017
• Reviewer for Journal of Business Research 2016
• Reviewer for Marketing EDGE Research Summit 2014, 2016
• Reviewer for Qualitative Market Research: An International Journal 2016
• Ad hoc reviewer for Association for Consumer Research Conferences
• Reviewer for Consumer Culture Theory Conference 2011, 2012, 2015, 2017, 2018
• Reviewer for Consumption, Markets and Culture 2009, 2019
• Reviewer for Interpretive Consumer Research Workshop 2011
• Reviewer for Marketing Educators’ Association Conference 2012, 2013, 2014
• Reviewer for European Marketing Academy Conference 2012, 2018

GRANTS

• Mini Grant by Office of Research, Scholarship, and Creative Activities – 2018-2019
• Faculty-Led Curriculum Design for Student Achievement in the CSU Grant – 2019