Marketing Faculty Publications and Presentations

Document Type

Article

Publication Date

6-2025

Abstract

This conceptual study explores the social and political-economic conditions that spawn competing campaigns of democracy, populism, and autocracy from a macromarketing perspective. It delves into the less visible and deeper contexts that produce contemporary autocracies and international crises they provoke by analyzing the autocratic regime in Russia that resulted in its invasion of Ukraine. Instead of the reductive framing of this conflict as a contest between unsystematic notions of democracy and autocracy, this study offers a nuanced understanding of contemporary autocracies by investigating the links between populist political movements, neoliberal ideology, and state-sponsored capitalism as a growth oriented political-economic form. Examining the underlying political-economic conditions of such international conflicts contributes to constructive engagement efforts in marketing discipline toward developing proactive research agendas.

Comments

© The Author(s) 2025. This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Publication Title

Journal of Macromarketing

DOI

10.1177/02761467251330211

Included in

Marketing Commons

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