Personal information

Consumer Culture Theory, Marketing, consumer behaviour, Business Administration, stigma, race Ethnicity
Brazil

Biography

Adjunct professor at UFF-Fluminense Federal University. PhD and Master in Business Administration (PUC-Rio), and graduated in Accounting (UERJ). She concluded an MBA in Marketing (PUC-Rio) and an MBA in Human Resources Management (FGV-RJ). She experienced a period as a Guest Researcher at KU - University of Copenhagen (6 months) and at SDU - University of Southern Denmark (1 year), as part of the Post-Doctorate at the COPPEAD Institute for Postgraduate Studies and Research in Administration at UFRJ. She has academic experience in Postgraduate and Undergraduate courses in the Administration area, with emphasis on Marketing. She is interested in the development of interpretive research and the adoption of qualitative methodology, related to topics such as ethnic-racial consumption, consumption at the base of the pyramid and symbolic meanings of consumption. Coordinator of NUCAL - Center for Latin American Consumption Studies, whose interest focused on the investigation of consumption in contexts somehow culturally connected with Brazil. Recently, the project entitled “Black consumers: stigma, racism and market relations” was selected for the Academic Development Scholarship Program -2020 by PROAES - Dean of Student Affairs at UFF. This project is dedicated to enabling students from UFF that live under socioeconomic vulnerability to receive financial aid through a scholarship and provide them an academic development. Another project, entitled "Investigation of racial issues and their manifestations in the market, using qualitative methods", was approved by PROPPI - UFF's Dean of Research, Graduate Studies and Innovation, in its scientific initiation scholarship program. She has professional experience in large and medium-sized companies, in different segments such as auditing, fashion, education, telecom, among others.

Activities

Employment (12)

Fluminense Federal University: Niterói, Rio de Janeiro, BR

2020-01-16 to present | Adjunct Professor (Business Administration Department)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

University of Copenhagen: Copenhagen, DK

2019 to 2019 | Guest Researcher (Social Science)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

University of Southern Denmark: Odense, Syddanmark, DK

2018 to 2019 | Guest Researcher (Social Sciences)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

AVM Faculdades Integradas: Rio de Janeiro, BR

2008 to 2018 | Professor (Business Administration)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade Federal do Rio de Janeiro Editora UFRJ: Rio de Janeiro, RJ, BR

2015 to 2017 | Professor Substituto (FACC - Faculdade de Administração e Ciências Contábeis)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Serviço Nacional de Aprendizagem Comercial Rio de Janeiro: Rio de Janeiro, RJ, BR

2006 to 2009 | Coordenadora (Turismo e Gastronomia)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

NET Rio: Rio de Janeiro, BR

2005 to 2006 | Coordenadora de Suporte Comercial (Comercial)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Serviço Nacional de Aprendizagem Comercial Rio de Janeiro: Rio de Janeiro, RJ, BR

2002 to 2006 | Consultora de Soluções Educacionais
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Oi: Rio de Janeiro, Rio de Janeiro, BR

2002 to 2002 | Consultora
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Lojas Cantão, LCAN: Rio de Janeiro, BR

1997 to 2001 | gerente ( Recursos Humanos)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Grupo Atlantis - Cantão, Redley e Irwin, GATL: Rio de Janeiro, BR

1992 to 1996 | Auditora-Analista (Auditoria)
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Deloitte, Touche and Tohmatsu, DTT: Rio de Janeiro, BR

1990 to 1992 | Consultora
Employment
Source: Self-asserted source
Ana Raquel Coelho Rocha

Education and qualifications (6)

University of Copenhagen: Copenhagen, DK

2019 to 2019 | Guest Researcher
Qualification
Source: Self-asserted source
Ana Raquel Coelho Rocha

University of Southern Denmark: Odense, Syddanmark, DK

2018 to 2019 | Guest Researcher (Social Sciences)
Qualification
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade Federal do Rio de Janeiro Editora UFRJ: Rio de Janeiro, RJ, BR

2014 to 2019 | post doctoral (COPPEAD Graduate School of Business)
Qualification
Source: Self-asserted source
Ana Raquel Coelho Rocha

Pontifícia Universidade Católica do Rio de Janeiro: Rio de Janeiro, RJ, BR

2010 to 2014 | PhD (Business administration)
Qualification
Source: Self-asserted source
Ana Raquel Coelho Rocha

Pontifícia Universidade Católica do Rio de Janeiro: Rio de Janeiro, RJ, BR

2004 to 2006 | Master (Business Administration)
Qualification
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade do Estado do Rio de Janeiro: Rio de Janeiro, RJ, BR

1985 to 1995 | graduate (Accounting Sciences)
Qualification
Source: Self-asserted source
Ana Raquel Coelho Rocha

Professional activities (8)

Universidade Federal Fluminense: Niteroi, Rio de Janeiro, BR

2020 to present | Membro da Comissão do Processo de Seleção para o Mestrado (Centro de Estudos Sociais Aplicados)
Service
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade Federal Fluminense: Niteroi, Rio de Janeiro, BR

2020 to present | Membro do colegiado do curso de graduação em Adminsitração (Faculdade de Administração e Ciências Contábeis)
Service
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade Federal Fluminense: Niteroi, Rio de Janeiro, BR

2020 to present | Membro do NDE - Núcleos Docentes Estruturantes ( NDE - Núcleos Docentes Estruturantes)
Service
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade Federal Fluminense: Niteroi, Rio de Janeiro, BR

2017-01 to 2020-12 | Membro da Comissão Sucupira (Pró-Reitoria de Pesquisa e Pós-Graduação)
Service
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade Federal Fluminense: Niteroi, Rio de Janeiro, BR

2020 to 2020 | Comissão de seleção de dissertação do PPGAd para prêmio UFF/PROPPI (Centro de Estudos Sociais Aplicados)
Service
Source: Self-asserted source
Ana Raquel Coelho Rocha

Instituto de Engenharia de Gestão IEG: Rio de Janeiro, BR

2017 to 2018 | Professor Visitante
Invited position
Source: Self-asserted source
Ana Raquel Coelho Rocha

Alumni COPPEAD: Rio de Janeiro, BR

2015 to 2018 | Professor Visitante (Business Administration)
Invited position
Source: Self-asserted source
Ana Raquel Coelho Rocha

Universidade Unigranrio: Rio de Janeiro, BR

2017 to 2017 | Professor Visitante
Invited position
Source: Self-asserted source
Ana Raquel Coelho Rocha

Funding (2)

Consumidores negros: estigma, racismo e as relações de mercado

2020 to present | Grant
Universidade Federal Fluminense (Niteroi, BR)
GRANT_NUMBER:

UFF4606

Source: Self-asserted source
Ana Raquel Coelho Rocha

Investigação de questões raciais e suas manifestações no mercado, por meio de métodos qualitativos

2020 to present | Grant
Universidade Federal Fluminense (Niteroi, BR)
Source: Self-asserted source
Ana Raquel Coelho Rocha

Works (42)

Racism in Marketing Academia: A Necessary Discussion and Call for Action

Latin American Business Review
2023-07-03 | Journal article
Contributors: June Francis; Renata Souza; Ana Raquel Coelho Rocha; Denise Barros; Flávia Galindo
Source: check_circle
Crossref

Criação de Valor e Assemblage: Conexões do Universo Nerd

dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda
2023-03-24 | Journal article
Contributors: Loren Rodrigues Guimaraes; Débora Bogéa da Costa Tayt-son; Ana Raquel Coelho Rocha
Source: check_circle
Crossref

Memes as Shortcut to Consumer Culture: A Methodological Approach to Covert Collective Ideologies

Revista de Administração Contemporânea
2022 | Journal article
Contributors: Elisa Priori de Deus; Roberta Dias Campos; Ana Raquel Rocha
Source: check_circle
Crossref

Vulnerabilizando invulneráveis: pandemia e o consumo de idosos afluentes

Cadernos EBAPE.BR
2022-06 | Journal article
Contributors: ELISA PRIORI DE DEUS; ROBERTA DIAS CAMPOS; ANA RAQUEL COELHO ROCHA
Source: check_circle
Crossref

Vulnerabilizing invulnerable: pandemic and the consumption of affluent elderly

Cadernos EBAPE.BR
2022-06 | Journal article
Contributors: ELISA PRIORI DE DEUS; ROBERTA DIAS CAMPOS; ANA RAQUEL COELHO ROCHA
Source: check_circle
Crossref

The minimalist process: An interpretivist study

Journal of Consumer Behaviour
2021-09 | Journal article
Contributors: Gabrielle Oliveira de Mendonça; Ana Raquel Coelho Rocha; Débora Bogéa da Costa Tayt‐son
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

SÍMBOLOS E RITUAIS NA AQUISIÇÃO DA CASA PRÓPRIA EM CONDOMÍNIOS-CLUBE

REAd. Revista Eletrônica de Administração (Porto Alegre)
2021-04 | Journal article
Contributors: Paula Alexandra Gil; Angela da Rocha; Ana Raquel Coelho Rocha
Source: check_circle
Crossref

"Carona é Vida": Práticas de Compartilhamento por Grupos Informais

EnANPAD
2020 | Conference paper
Part of ISSN: 2177-2576
Source: Self-asserted source
Ana Raquel Coelho Rocha

A Volta da Marmita: Ressignificação do Consumo à luz da Teoria da Prática

EnANPAD
2020 | Conference paper
Part of ISSN: 2177-2576
Source: Self-asserted source
Ana Raquel Coelho Rocha

Value Creation and Destruction in Consumption Practices

Annual ACR Conference
2020 | Conference paper
Part of ISSN: 0098-9258
Source: Self-asserted source
Ana Raquel Coelho Rocha

Producing beauty ‘the hard way’: involuntary prosumption in a stigmatising context

Journal of Marketing Management
2020-09-01 | Journal article
Contributors: Ana Raquel Coelho Rocha; Roberta Dias Campos; Letícia Moreira Casotti; Thaysa Costa do Nascimento
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

'Marmitas e merendas”: evidências da ressignificação de uma prática

XXII SEMEAD - Anais
2019 | Conference paper
Part of ISSN: 2177-3866
Source: Self-asserted source
Ana Raquel Coelho Rocha

O Processo Minimalista: Um Estudo Netnográfico

EnANPAD
2019 | Conference paper
Part of ISSN: 2177-2576
Source: Self-asserted source
Ana Raquel Coelho Rocha

Sonhos de Consumo Realizados: “A Gente Deseja, a Gente Quer!”

Revista ADM.MADE
2019 | Journal article
Part of ISSN: 2237-5139
Source: Self-asserted source
Ana Raquel Coelho Rocha

Selective and “veiled” demarketing from the perspective of black female consumers

Organizações & Sociedade
2018-12 | Journal article
Contributors: Ana Raquel Coelho Rocha; Leticia Moreira Casotti
Source: check_circle
Crossref

Consumidoras Produtoras Negras: Desenvolvendo Habilidades "Na Marra"

EnANPAD
2017 | Conference paper
Part of ISSN: 2177-2576
Source: Self-asserted source
Ana Raquel Coelho Rocha

Lan House: Instrumento de Lazer e Interação em Comunidades de Baixa Renda

Caderno Profissional de Administração – UNIMEP
2017 | Journal article
Part of ISSN: 22375422
Source: Self-asserted source
Ana Raquel Coelho Rocha

Reflexões sobre o Consumidor Negro Brasileiro

REVISTA PENSAMENTO CONTEMPORÂNEO EM ADMINISTRAÇÃO (UFF)
2017 | Journal article
Part of ISSN: 1982-2596
Source: Self-asserted source
Ana Raquel Coelho Rocha

Consumo de Moda: A Relação Pessoa-Objeto

Modapalavra e-periódico
2017-06-23 | Journal article
Contributors: Ana Raquel Coelho Rocha
Source: check_circle
Crossref

Consumption and Constraint: Muslim Women, Fashion and Identity

CIMODE - 3º Congresso Internacional de Moda e Design
2016 | Conference paper
Part of ISBN: 9789728692933
Source: Self-asserted source
Ana Raquel Coelho Rocha

Estranhou o Quê? Preto Pode Ter o Mesmo que Você: Reflexões Sobre o Consumidor Negro Brasileiro

2016 | Conference paper
Part of ISSN: 2177-2576
Source: Self-asserted source
Ana Raquel Coelho Rocha

Freedom for Frizzy Hair: Reverting the Unveiled Stigma

Consumer Culture Theory Conference
2016 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

Meanings attached to cruises by emerging consumers: A study using participant observation

The Middle Class in Emerging Societies: Consumers, Lifestyles and Markets
2016 | Book chapter
EID:

2-s2.0-84960466953

Contributors: Rocha, A.R.C.; da Rocha, A.
Source: Self-asserted source
Ana Raquel Coelho Rocha via Scopus - Elsevier
grade
Preferred source (of 3)‎

Rituals of cruise consumption and the 'new' middle class: desiring and 'devouring' maritime cruises

Leisure Studies
2016 | Journal article
Source: Self-asserted source
Ana Raquel Coelho Rocha
grade
Preferred source (of 2)‎

Socialization of the black female consumer: Power and discourses in hair-related consumption

Advances in Consumer Research
2016 | Journal article
EID:

2-s2.0-85019621509

Part of ISSN: 00989258
Contributors: Rocha, A.R.; Schott, C.; Casotti, L.
Source: Self-asserted source
Ana Raquel Coelho Rocha via Scopus - Elsevier

Socialization of the Black Female Consumer: Power and Discourses in Hair-Related Consumption

Advances in Consumer Research
2016 | Conference paper
Part of ISSN: 0098-9258
Source: Self-asserted source
Ana Raquel Coelho Rocha

Classifying and classified: An interpretive study of the consumption of cruises by the ‘‘new’’ Brazilian middle class

International Business Review
2015 | Journal article
Source: Self-asserted source
Ana Raquel Coelho Rocha
grade
Preferred source (of 2)‎

Atitudes de Consumidores de Baixa Renda em Relação às Restrições ao Lazer

Revista Pensamento Contemporâneo em Administração
2014 | Journal article
Source: Self-asserted source
Ana Raquel Coelho Rocha

Consumo como Classificação: um Estudo com Consumidores Emergentes de Cruzeiros Marítimos

EnAnpad
2014 | Conference paper
Part of ISSN: 2177-2576
Source: Self-asserted source
Ana Raquel Coelho Rocha

Consumo como Classificação: um Estudo com Consumidores Emergentes de Cruzeiros Marítimos

2014 | Conference paper
Part of ISSN: 2177-2576
Source: Self-asserted source
Ana Raquel Coelho Rocha

Ethnographic Interviews in Consumer Research

17 th IAMB
2014 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

MBA Gestão de Pessoas - Avaliação e Gestão de Desempenho

Source: Self-asserted source
Ana Raquel Coelho Rocha

Metaphors of Consumption and the Advertising in Maritime Cruises: Do Ads Targets the Emerging Middle Class?

Middle Class Phenomenon in Emerging Marketing
2014 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

Pedagogia Empresarial no Mercado de Trabalho: Ovo ou Galinha?

RJ Verdade
2014 | Magazine article
Source: Self-asserted source
Ana Raquel Coelho Rocha

Rituals of Consumption and the New Middle Class: Desiring and 'Devouring' Maritime Cruises

Middle Class Phenomenon in Emerging Marketing
2014 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

Selling the Paradise: Content Analysis of Cruise Ads in Brazilian Newspapers

IAMB
2014 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

A Experiência do Cruzeiro Marítimo para o Consumidor Emergente: Uma Análise Utilizando Observação Participante

EnANPAD
2013 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

Meanings Attached to Cruises by Emerging Consumers: A Study using Participant Observation

MIddle Class Phenomenon in Emerging Markets
2013 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

Observação participante aplicada a pesquisas em marketing sobre turismo e lazer

CADERNO VIRTUAL DE TURISMO (UFRJ)
2013 | Journal article
Part of ISSN: 1677 6976
Source: Self-asserted source
Ana Raquel Coelho Rocha

A Lan House como Instrumento de Lazer e Interação em Comunidades de Baixa Renda: Um Estudo de Caso

CLADEA
2012 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

Atitudes de Consumidores de Baixa Renda em Relação às Restrições ao Lazer

ENEC VI Encontro Nacional de Estudos do Consumo
2012 | Conference paper
Source: Self-asserted source
Ana Raquel Coelho Rocha

Consumidores da base da pirâmide e as restrições ao lazer

PENSAMENTO CONTEMPORÂNEO EM ADMINISTRAÇÃO (UFF)
2012 | Journal article
Source: Self-asserted source
Ana Raquel Coelho Rocha

Peer review (3 reviews for 1 publication/grant)

Review activity for Community, work & family. (3)