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Publikationer (10 of 67) Visa alla publikationer
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
Öppna denna publikation i ny flik eller fönster >>Introduction to Sexuality in Marketing and Consumption
2024 (Engelska)Ingår i: Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality / [ed] Athanasia Daskalopoulou; Daniela Pirani;& Jacob Ostberg, London, UK: Routledge, 2024Kapitel i bok, del av antologi (Övrigt vetenskapligt)
Ort, förlag, år, upplaga, sidor
London, UK: Routledge, 2024
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230708 (URN)10.4324/9781003454533-1 (DOI)9781032593999 (ISBN)
Tillgänglig från: 2024-06-11 Skapad: 2024-06-11 Senast uppdaterad: 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
Öppna denna publikation i ny flik eller fönster >>Is that the patriarchy in your pocket or are you just happy to see me
2024 (Engelska)Konferensbidrag, Muntlig presentation med publicerat abstract (Refereegranskat)
Ort, förlag, år, upplaga, sidor
Malaga, Spain: , 2024
Nationell ämneskategori
Företagsekonomi
Forskningsämne
företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230619 (URN)
Konferens
12th EIASM Workshop on Interpretive Consumer Research, APRIL 18-19, 2024, Malaga, Spain.
Tillgänglig från: 2024-06-11 Skapad: 2024-06-11 Senast uppdaterad: 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
Öppna denna publikation i ny flik eller fönster >>Researching the Cultural Roles of Brands
2024 (Engelska)Ingår i: Handbook of qualitative research methods in marketing / [ed] Russell Belk; Cele Otnes, Cheltenham, UK: Edward Elgar Publishing, 2024, 2Kapitel i bok, del av antologi (Refereegranskat)
Ort, förlag, år, upplaga, sidor
Cheltenham, UK: Edward Elgar Publishing, 2024 Upplaga: 2
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230709 (URN)9781035302710 (ISBN)
Tillgänglig från: 2024-06-11 Skapad: 2024-06-11 Senast uppdaterad: 2024-06-11
Östberg, J. (2024). Rethinking (Brand) Coolness as Affective Intensities. In: : . Paper presented at Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Öppna denna publikation i ny flik eller fönster >>Rethinking (Brand) Coolness as Affective Intensities
2024 (Engelska)Konferensbidrag, Muntlig presentation med publicerat abstract (Refereegranskat)
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230664 (URN)
Konferens
Brand Camp, 14-16 March 2024, Obergurgl, Austria
Tillgänglig från: 2024-06-11 Skapad: 2024-06-11 Senast uppdaterad: 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
Öppna denna publikation i ny flik eller fönster >>Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality
2024 (Engelska)Samlingsverk (redaktörskap) (Övrigt vetenskapligt)
Ort, förlag, år, upplaga, sidor
London, UK: Routledge, 2024. s. 252
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230707 (URN)9781032593999 (ISBN)
Tillgänglig från: 2024-06-11 Skapad: 2024-06-11 Senast uppdaterad: 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
Öppna denna publikation i ny flik eller fönster >>The role of the state in consumer culture: the case of Operation Vin in Sweden
2024 (Engelska)Ingår i: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 16, nr 2, s. 125-152Artikel i tidskrift (Refereegranskat) 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.

Nyckelord
State intervention, Strategic action field, Social skills, Consumer culture, Alcohol consumption
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-224679 (URN)10.1108/JHRM-05-2023-0018 (DOI)001109477800001 ()2-s2.0-85178068480 (Scopus ID)
Tillgänglig från: 2023-12-19 Skapad: 2023-12-19 Senast uppdaterad: 2024-06-11
Östberg, J. (2024). The Stockholm Syndrome of Branding. In: : . Paper presented at Brand Camp, 14-16 March 2024, Obergurgl, Austria..
Öppna denna publikation i ny flik eller fönster >>The Stockholm Syndrome of Branding
2024 (Engelska)Konferensbidrag, Enbart muntlig presentation (Övrigt vetenskapligt)
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230662 (URN)
Konferens
Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Tillgänglig från: 2024-06-11 Skapad: 2024-06-11 Senast uppdaterad: 2024-06-11Bibliografiskt granskad
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
Öppna denna publikation i ny flik eller fönster >>Zombie Brands and Frankenbrands: A Conceptual Model of Brand Afterlife
2024 (Engelska)Konferensbidrag, Muntlig presentation med publicerat abstract (Refereegranskat)
Ort, förlag, år, upplaga, sidor
Obergurgl, Austria: , 2024
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-230705 (URN)
Konferens
Brand Camp, 14-16 March 2024, Obergurgl, Austria.
Tillgänglig från: 2024-06-11 Skapad: 2024-06-11 Senast uppdaterad: 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
Öppna denna publikation i ny flik eller fönster >>Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand
2023 (Engelska)Ingår i: Journal of consumer research, ISSN 0093-5301, E-ISSN 1537-5277, Vol. 49, nr 5, s. 762-785Artikel i tidskrift (Refereegranskat) 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. 

Nyckelord
brand assemblage, consumer subassemblage, heterogeneity, value arrangements, consumer culture theory
Nationell ämneskategori
Företagsekonomi
Forskningsämne
företagsekonomi
Identifikatorer
urn:nbn:se:su:diva-203027 (URN)10.1093/jcr/ucac009 (DOI)000770416200001 ()
Tillgänglig från: 2022-03-21 Skapad: 2022-03-21 Senast uppdaterad: 2023-12-12Bibliografiskt granskad
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
Öppna denna publikation i ny flik eller fönster >>Crossing wires: short-circuiting marketing theory
Visa övriga...
2022 (Engelska)Ingår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 22, nr 2, s. 275-292Artikel i tidskrift (Refereegranskat) 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. 

Nyckelord
Sexuality, short-circuiting, hierarchies, knowledge, subculture, gender, psychoanalysis, epistemology
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
urn:nbn:se:su:diva-203128 (URN)10.1177/14705931221074722 (DOI)000763474100001 ()2-s2.0-85125931734 (Scopus ID)
Tillgänglig från: 2022-03-23 Skapad: 2022-03-23 Senast uppdaterad: 2022-08-19Bibliografiskt granskad
Organisationer
Identifikatorer
ORCID-id: ORCID iD iconorcid.org/0000-0001-5447-3661

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