Arbouw, PaulaTangiora, HirainaMcKitterick, LindaArli, DRobinson, L2025-01-132025-01-132024-12-022024-12-101447-3275https://hdl.handle.net/10182/17956This study focuses on the gap of an Indigenous perspective in the marketing academy. Specifically, it explores New Zealand commercial marketing practitioners’ perspectives and the integration of Māori cultural elements (Tohu Māori) in the Aotearoa New Zealand context through in-depth interviews of both Māori and non-Māori commercial marketing practitioners. Results indicate the importance of intent, the application of Te Ao Māori, and tikanga (Māori protocol) to convey meaning to prevent tokenism, exploitation, or unauthenticity. Relationships and consultation are critical for using Tohu Māori in marketing for both Māori and non-Māori. Our findings contribute to the marketing academy by incorporating Indigenous culture and perspectives in academic marketing research.pp.635-635, 1 pages© 2024 All rights reserved. Apart from any use permitted under the Copyright Act 1968 no part may be reproduced, stored in a retrieval system or transmitted by any means or process whatsoever without the prior written permission of the publisher.Aotearoaindigenous marketingMāori brandingConference Contribution - publishedANZSRC::451118 Te whakamākete o te Māori (Māori marketing)ANZSRC::350699 Marketing not elsewhere classifiedANZSRC::350605 Marketing management (incl. strategy and customer relations)