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Publikasjoner (10 av 67) Visa alla publikasjoner
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
Åpne denne publikasjonen i ny fane eller vindu >>Introduction to Sexuality in Marketing and Consumption
2024 (engelsk)Inngår i: Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality / [ed] Athanasia Daskalopoulou; Daniela Pirani;& Jacob Ostberg, London, UK: Routledge, 2024Kapittel i bok, del av antologi (Annet vitenskapelig)
sted, utgiver, år, opplag, sider
London, UK: Routledge, 2024
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-230708 (URN)10.4324/9781003454533-1 (DOI)9781032593999 (ISBN)
Tilgjengelig fra: 2024-06-11 Laget: 2024-06-11 Sist oppdatert: 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
Åpne denne publikasjonen i ny fane eller vindu >>Is that the patriarchy in your pocket or are you just happy to see me
2024 (engelsk)Konferansepaper, Oral presentation with published abstract (Fagfellevurdert)
sted, utgiver, år, opplag, sider
Malaga, Spain: , 2024
HSV kategori
Forskningsprogram
företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230619 (URN)
Konferanse
12th EIASM Workshop on Interpretive Consumer Research, APRIL 18-19, 2024, Malaga, Spain.
Tilgjengelig fra: 2024-06-11 Laget: 2024-06-11 Sist oppdatert: 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
Åpne denne publikasjonen i ny fane eller vindu >>Researching the Cultural Roles of Brands
2024 (engelsk)Inngår i: Handbook of qualitative research methods in marketing / [ed] Russell Belk; Cele Otnes, Cheltenham, UK: Edward Elgar Publishing, 2024, 2Kapittel i bok, del av antologi (Fagfellevurdert)
sted, utgiver, år, opplag, sider
Cheltenham, UK: Edward Elgar Publishing, 2024 Opplag: 2
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-230709 (URN)9781035302710 (ISBN)
Tilgjengelig fra: 2024-06-11 Laget: 2024-06-11 Sist oppdatert: 2024-06-11
Östberg, J. (2024). Rethinking (Brand) Coolness as Affective Intensities. In: : . Paper presented at Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Åpne denne publikasjonen i ny fane eller vindu >>Rethinking (Brand) Coolness as Affective Intensities
2024 (engelsk)Konferansepaper, Oral presentation with published abstract (Fagfellevurdert)
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-230664 (URN)
Konferanse
Brand Camp, 14-16 March 2024, Obergurgl, Austria
Tilgjengelig fra: 2024-06-11 Laget: 2024-06-11 Sist oppdatert: 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
Åpne denne publikasjonen i ny fane eller vindu >>Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality
2024 (engelsk)Collection/Antologi (Annet vitenskapelig)
sted, utgiver, år, opplag, sider
London, UK: Routledge, 2024. s. 252
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-230707 (URN)9781032593999 (ISBN)
Tilgjengelig fra: 2024-06-11 Laget: 2024-06-11 Sist oppdatert: 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
Åpne denne publikasjonen i ny fane eller vindu >>The role of the state in consumer culture: the case of Operation Vin in Sweden
2024 (engelsk)Inngår i: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 16, nr 2, s. 125-152Artikkel i tidsskrift (Fagfellevurdert) 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.

Emneord
State intervention, Strategic action field, Social skills, Consumer culture, Alcohol consumption
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-224679 (URN)10.1108/JHRM-05-2023-0018 (DOI)001109477800001 ()2-s2.0-85178068480 (Scopus ID)
Tilgjengelig fra: 2023-12-19 Laget: 2023-12-19 Sist oppdatert: 2024-06-11
Östberg, J. (2024). The Stockholm Syndrome of Branding. In: : . Paper presented at Brand Camp, 14-16 March 2024, Obergurgl, Austria..
Åpne denne publikasjonen i ny fane eller vindu >>The Stockholm Syndrome of Branding
2024 (engelsk)Konferansepaper, Oral presentation only (Annet vitenskapelig)
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-230662 (URN)
Konferanse
Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Tilgjengelig fra: 2024-06-11 Laget: 2024-06-11 Sist oppdatert: 2024-06-11bibliografisk kontrollert
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
Åpne denne publikasjonen i ny fane eller vindu >>Zombie Brands and Frankenbrands: A Conceptual Model of Brand Afterlife
2024 (engelsk)Konferansepaper, Oral presentation with published abstract (Fagfellevurdert)
sted, utgiver, år, opplag, sider
Obergurgl, Austria: , 2024
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-230705 (URN)
Konferanse
Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Tilgjengelig fra: 2024-06-11 Laget: 2024-06-11 Sist oppdatert: 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
Åpne denne publikasjonen i ny fane eller vindu >>Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand
2023 (engelsk)Inngår i: Journal of consumer research, ISSN 0093-5301, E-ISSN 1537-5277, Vol. 49, nr 5, s. 762-785Artikkel i tidsskrift (Fagfellevurdert) 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. 

Emneord
brand assemblage, consumer subassemblage, heterogeneity, value arrangements, consumer culture theory
HSV kategori
Forskningsprogram
företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-203027 (URN)10.1093/jcr/ucac009 (DOI)000770416200001 ()
Tilgjengelig fra: 2022-03-21 Laget: 2022-03-21 Sist oppdatert: 2023-12-12bibliografisk kontrollert
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
Åpne denne publikasjonen i ny fane eller vindu >>Crossing wires: short-circuiting marketing theory
Vise andre…
2022 (engelsk)Inngår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 22, nr 2, s. 275-292Artikkel i tidsskrift (Fagfellevurdert) 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. 

Emneord
Sexuality, short-circuiting, hierarchies, knowledge, subculture, gender, psychoanalysis, epistemology
HSV kategori
Identifikatorer
urn:nbn:se:su:diva-203128 (URN)10.1177/14705931221074722 (DOI)000763474100001 ()2-s2.0-85125931734 (Scopus ID)
Tilgjengelig fra: 2022-03-23 Laget: 2022-03-23 Sist oppdatert: 2022-08-19bibliografisk kontrollert
Organisasjoner
Identifikatorer
ORCID-id: ORCID iD iconorcid.org/0000-0001-5447-3661