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Publications (10 of 67) Show all publications
Daskalopoulou, A., Pirani, D. & Östberg, J. (2024). Introduction to Sexuality in Marketing and Consumption. In: Athanasia Daskalopoulou; Daniela Pirani;& Jacob Ostberg (Ed.), Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality. London, UK: Routledge
Open this publication in new window or tab >>Introduction to Sexuality in Marketing and Consumption
2024 (English)In: Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality / [ed] Athanasia Daskalopoulou; Daniela Pirani;& Jacob Ostberg, London, UK: Routledge, 2024Chapter in book (Other academic)
Place, publisher, year, edition, pages
London, UK: Routledge, 2024
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-230708 (URN)10.4324/9781003454533-1 (DOI)9781032593999 (ISBN)
Available from: 2024-06-11 Created: 2024-06-11 Last updated: 2024-06-11
Östberg, J. (2024). Is that the patriarchy in your pocket or are you just happy to see me. In: : . Paper presented at 12th EIASM Workshop on Interpretive Consumer Research, APRIL 18-19, 2024, Malaga, Spain.. Malaga, Spain
Open this publication in new window or tab >>Is that the patriarchy in your pocket or are you just happy to see me
2024 (English)Conference paper, Oral presentation with published abstract (Refereed)
Place, publisher, year, edition, pages
Malaga, Spain: , 2024
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-230619 (URN)
Conference
12th EIASM Workshop on Interpretive Consumer Research, APRIL 18-19, 2024, Malaga, Spain.
Available from: 2024-06-11 Created: 2024-06-11 Last updated: 2024-06-11
Östberg, J. & Hartmann, B. (2024). Researching the Cultural Roles of Brands (2ed.). In: Russell Belk; Cele Otnes (Ed.), Handbook of qualitative research methods in marketing: . Cheltenham, UK: Edward Elgar Publishing
Open this publication in new window or tab >>Researching the Cultural Roles of Brands
2024 (English)In: Handbook of qualitative research methods in marketing / [ed] Russell Belk; Cele Otnes, Cheltenham, UK: Edward Elgar Publishing, 2024, 2Chapter in book (Refereed)
Place, publisher, year, edition, pages
Cheltenham, UK: Edward Elgar Publishing, 2024 Edition: 2
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-230709 (URN)9781035302710 (ISBN)
Available from: 2024-06-11 Created: 2024-06-11 Last updated: 2024-06-11
Östberg, J. (2024). Rethinking (Brand) Coolness as Affective Intensities. In: : . Paper presented at Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Open this publication in new window or tab >>Rethinking (Brand) Coolness as Affective Intensities
2024 (English)Conference paper, Oral presentation with published abstract (Refereed)
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-230664 (URN)
Conference
Brand Camp, 14-16 March 2024, Obergurgl, Austria
Available from: 2024-06-11 Created: 2024-06-11 Last updated: 2024-06-11
Daskalopoulou, A., Pirani, D. & Östberg, J. (Eds.). (2024). Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality. London, UK: Routledge
Open this publication in new window or tab >>Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality
2024 (English)Collection (editor) (Other academic)
Place, publisher, year, edition, pages
London, UK: Routledge, 2024. p. 252
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-230707 (URN)9781032593999 (ISBN)
Available from: 2024-06-11 Created: 2024-06-11 Last updated: 2024-06-11
Servadio, L. & Östberg, J. (2024). The role of the state in consumer culture: the case of Operation Vin in Sweden. Journal of Historical Research in Marketing, 16(2), 125-152
Open this publication in new window or tab >>The role of the state in consumer culture: the case of Operation Vin in Sweden
2024 (English)In: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 16, no 2, p. 125-152Article in journal (Refereed) Published
Abstract [en]

Purpose - This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture. Design/methodology/approach - The study reconstructs the historical memory of the Operation Vin, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state's initiatives. Findings - The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field. Social implications - The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy. Originality/value - This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

Keywords
State intervention, Strategic action field, Social skills, Consumer culture, Alcohol consumption
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-224679 (URN)10.1108/JHRM-05-2023-0018 (DOI)001109477800001 ()2-s2.0-85178068480 (Scopus ID)
Available from: 2023-12-19 Created: 2023-12-19 Last updated: 2024-06-11
Östberg, J. (2024). The Stockholm Syndrome of Branding. In: : . Paper presented at Brand Camp, 14-16 March 2024, Obergurgl, Austria..
Open this publication in new window or tab >>The Stockholm Syndrome of Branding
2024 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-230662 (URN)
Conference
Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Available from: 2024-06-11 Created: 2024-06-11 Last updated: 2024-06-11Bibliographically approved
Östberg, J. (2024). Zombie Brands and Frankenbrands: A Conceptual Model of Brand Afterlife. In: : . Paper presented at Brand Camp, 14-16 March 2024, Obergurgl, Austria.. Obergurgl, Austria
Open this publication in new window or tab >>Zombie Brands and Frankenbrands: A Conceptual Model of Brand Afterlife
2024 (English)Conference paper, Oral presentation with published abstract (Refereed)
Place, publisher, year, edition, pages
Obergurgl, Austria: , 2024
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-230705 (URN)
Conference
Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Available from: 2024-06-11 Created: 2024-06-11 Last updated: 2024-06-11
Molander, S., Östberg, J. & Peñaloza, L. (2023). Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand. Journal of consumer research, 49(5), 762-785
Open this publication in new window or tab >>Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand
2023 (English)In: Journal of consumer research, ISSN 0093-5301, E-ISSN 1537-5277, Vol. 49, no 5, p. 762-785Article in journal (Refereed) Published
Abstract [en]

How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce, and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of emergence and transformation of a brand assemblage through space and time—a process defined as brand morphogenesis. The findings detail brand morphogenesis in the sub-assemblage dynamics of exploration, actualization, and habituation of value, as heterogeneous consumer groups form consumer sub-assemblages in interaction with other brand components and interact in patterns of coexisting with, coopting, and contesting other sub-assemblages. By charting consumers’ value negotiations as they play out within and among consumer sub-assemblages, this research contributes to understanding continuity and change for brands that face increasing consumer heterogeneity. 

Keywords
brand assemblage, consumer subassemblage, heterogeneity, value arrangements, consumer culture theory
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-203027 (URN)10.1093/jcr/ucac009 (DOI)000770416200001 ()
Available from: 2022-03-21 Created: 2022-03-21 Last updated: 2023-12-12Bibliographically approved
Coffin, J., Eichert, C. A., Bettany, S., Lindridge, A., Oakenfull, G., Östberg, J., . . . Walther, L. (2022). Crossing wires: short-circuiting marketing theory. Marketing Theory, 22(2), 275-292
Open this publication in new window or tab >>Crossing wires: short-circuiting marketing theory
Show others...
2022 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 22, no 2, p. 275-292Article in journal (Refereed) Published
Abstract [en]

In the popular imagination sex sells. Yet, marketing theory has relatively little to say about sexuality per se. Drawing on Žižek’s metaphor of critical theory as ‘short-circuiting’ the dominant discourse, we conceptualise marketing as a field that theorises sexuality only in a series of ‘closed circuits’. Knowledge becomes hierarchical when some topics, such as sexuality, are denied the theoretical freedom to roam in wider open circuits alongside other ‘mainstream’ marketing topics. We identify four ways in which certain topics are enclosed: theoretical, empirical, institutional and neo-colonial. We then seek to short-circuit this state of affairs by bringing together a heterogeneous group of scholars interested in sexuality. By crossing their critical insights like unexpected connections in a circuit, we create sparks of inspiration that challenge the contents, contexts and concepts that relate to marketing theories of sexuality. Our paper makes a specific theoretical contribution in arguing for sexuality to be treated as a phenomenon worth studying and theorising in its own right. However, it also makes a wider methodological and epistemological contribution in showing how various topics within marketing theory might be short-circuited to help flatten the hierarchies of knowledge created by closed and open circuits. 

Keywords
Sexuality, short-circuiting, hierarchies, knowledge, subculture, gender, psychoanalysis, epistemology
National Category
Economics and Business
Identifiers
urn:nbn:se:su:diva-203128 (URN)10.1177/14705931221074722 (DOI)000763474100001 ()2-s2.0-85125931734 (Scopus ID)
Available from: 2022-03-23 Created: 2022-03-23 Last updated: 2022-08-19Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0001-5447-3661

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