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Publications (10 of 59) Show all publications
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
Servadio, L. & Östberg, J. (2023). The role of the state in consumer culture: the case of Operation Vin in Sweden. Journal of Historical Research in Marketing
Open this publication in new window or tab >>The role of the state in consumer culture: the case of Operation Vin in Sweden
2023 (English)In: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518Article in journal (Refereed) Epub ahead of print
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: 2023-12-19
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
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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
Östberg, J. & Jensen, T. (2021). Black Metal - Bara i döden är vi true. In: Emilie Reinhold; Oscar Wandery (Ed.), På tal om döden: Essäer (pp. 117-134). Göteborg: Makadam Förlag
Open this publication in new window or tab >>Black Metal - Bara i döden är vi true
2021 (Swedish)In: På tal om döden: Essäer / [ed] Emilie Reinhold; Oscar Wandery, Göteborg: Makadam Förlag, 2021, p. 117-134Chapter in book (Other academic)
Place, publisher, year, edition, pages
Göteborg: Makadam Förlag, 2021
National Category
Business Administration
Identifiers
urn:nbn:se:su:diva-192843 (URN)978-91-7061-332-6 (ISBN)
Available from: 2021-04-29 Created: 2021-04-29 Last updated: 2022-02-11Bibliographically approved
Kjeldgaard, D., Nøjgaard, M., Hartmann, B. J., Bode, M., Lindberg, F., Mossberg, L. & Östberg, J. (2021). Failure: Perspectives and Prospects in Marketing and Consumption Theory. Marketing Theory, 21(2), 277-286
Open this publication in new window or tab >>Failure: Perspectives and Prospects in Marketing and Consumption Theory
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2021 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 21, no 2, p. 277-286Article in journal (Refereed) Published
Abstract [en]

Failure is ubiquitous in popular and consumer culture. In this commentary, we interrogate discourses around failure and outline potential avenues of inquiry for the marketing and consumption theory disciplines. We begin by synthesizing how failure has hitherto been conceptualized in marketing theory. Then, we discuss how recent rethinking of failure in other disciplines can be meaningful for marketing thought, and propose a new agenda for marketing scholars for studying failure, that moves beyond studying failure as a primarily destructive phenomenon that arises predominantly in service encounters.

Keywords
Consumer culture theory, customer dissatisfaction, failure, failure studies, service failure
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-191548 (URN)10.1177/1470593121992539 (DOI)
Available from: 2021-03-25 Created: 2021-03-25 Last updated: 2022-02-25Bibliographically approved
Dobscha, S. & Östberg, J. (2021). Introduction to the Special Issue on Gender Impacts: Consumption, Markets, Marketing, and Marketing Organizations. Journal of Marketing Management, 37(3-4), 181-187
Open this publication in new window or tab >>Introduction to the Special Issue on Gender Impacts: Consumption, Markets, Marketing, and Marketing Organizations
2021 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 37, no 3-4, p. 181-187Article in journal, Editorial material (Other academic) Published
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-191549 (URN)10.1080/0267257X.2021.1880163 (DOI)
Available from: 2021-03-25 Created: 2021-03-25 Last updated: 2022-02-25Bibliographically approved
Andersen, L. P., Lindberg, F. & Östberg, J. (2021). Unpacking Nordic branding: the value regimes of Nordicness. Journal of Place Management and Development, 14(3), 362-378
Open this publication in new window or tab >>Unpacking Nordic branding: the value regimes of Nordicness
2021 (English)In: Journal of Place Management and Development, ISSN 1753-8335, E-ISSN 1753-8343, Vol. 14, no 3, p. 362-378Article in journal (Refereed) Published
Abstract [en]

Purpose

This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process?

Design/methodology/approach

Using field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth.

Findings

The analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors.

Originality/value

Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

Keywords
Pragmatic Sociology, Moral Affordances, Nordic Branding, Nordic Place Branding, Nordicness, Value Regimes
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-191545 (URN)10.1108/JPMD-12-2019-0113 (DOI)000623334600001 ()
Available from: 2021-03-25 Created: 2021-03-25 Last updated: 2022-02-25Bibliographically approved
Magalhães Lopes, M., Hietanen, J. & Östberg, J. (2021). Why do crowds cause trouble? Exploring affective instability in collectivity. Marketing Theory, 21(4), 539-560
Open this publication in new window or tab >>Why do crowds cause trouble? Exploring affective instability in collectivity
2021 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 21, no 4, p. 539-560Article in journal (Refereed) Published
Abstract [en]

Through our ethnographic study of urban activism collectives in Sao Paulo, we propose another approach for exploring the process of collective formations and their longevity. Rather than seeking out the representational meanings of individualized communities, we approach collectivity from the perspective of crowds. Crowds are affective. Crowds are contagious. By adopting affect-based theorizing, we discuss affective intensities that bring about collectivity before the individuals awaken to narrate their meaning-makings. In our ethnographic context, collectives resist manifestations of gentrification (i.e., consumer culture in itself) and offer us a multifaceted site of being and becoming with the crowds. We explore how connections and disconnections affectively rekindle the social expression of collective bodies in consumer culture. This way, we add new dimensions to extant theorizing of consumer collectivity that tends to focus on individualized meaning, stability, and harmony.

Keywords
Affect, affective synchronization, Sara Ahmed, collective bodies, communities, crowds, Gabriel Tarde
National Category
Economics and Business
Identifiers
urn:nbn:se:su:diva-197433 (URN)10.1177/14705931211034911 (DOI)000683913400001 ()
Available from: 2021-10-01 Created: 2021-10-01 Last updated: 2022-02-25Bibliographically approved
Hartmann, B., Östberg, J., Parment, A. & Solér, C. (2020). Unboxing marketing: Creating value for consumers, firms, and society. Lund: Studentlitteratur AB
Open this publication in new window or tab >>Unboxing marketing: Creating value for consumers, firms, and society
2020 (English)Book (Other academic)
Place, publisher, year, edition, pages
Lund: Studentlitteratur AB, 2020. p. 299
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-220611 (URN)9789144137506 (ISBN)
Available from: 2023-09-01 Created: 2023-09-01 Last updated: 2023-09-01Bibliographically approved
Bradshaw, A. & Ostberg, J. (2019). Blaming Consumers: Ideology and European Austerity. Journal of Consumer Culture, 19(4), 448-468
Open this publication in new window or tab >>Blaming Consumers: Ideology and European Austerity
2019 (English)In: Journal of Consumer Culture, ISSN 1469-5405, E-ISSN 1741-2900, Vol. 19, no 4, p. 448-468Article in journal (Refereed) Published
Abstract [en]

This study analyzes a particular ideology of austerity as it spreads across Europe and reappears across diverse discourses. This ideology mobilizes the figure of the feckless consumer, who has overspent, who must come to regard their consumption as stupid, and therefore will accept austerity; not just as an inevitable outcome of bad decisions, but as holding the potential for moral redemption. We argue that ideology correlates this micro-frame of the feckless consumer with the macro condemnation of government expenditure and therefore is a hinge upon which the dissemination of austerity turns. The argument is developed by contrasting a Swedish television programme called Luxury Trap with the so-called ‘bail-out’ of the Irish state, as well as broader experiences of a pan-European discourse. Just as Luxury Trap’s hapless debtors are obliged to recognize their own stupidity through a process of brutal mortification, we argue that the Irish population has been mortified by an elite-driven narrative that measures consumption and expenditure as a gross average that reveals universal guilt and consumer excess. We see this powerful narrative implicating entire nations, obfuscating critical political economic analysis, and setting the ideological scene through which deep austerity programmes, ruinous to households and social infrastructures and starkly punitive to individuals, are pushed through. Critical to our argument is the over-determined status of the commodity itself whose invocation is central to the interpellation of a populace as excessive consumers. Instead of analysing social relations and neoliberalism’s contradictions, resentment and critique focusses upon material things, as though, for example, a plasma television was in itself a dangerous problem.

Keywords
Austerity, ideology, commodity fetish, mortification, fecklessness
National Category
Business Administration Social Sciences Interdisciplinary
Identifiers
urn:nbn:se:su:diva-191550 (URN)10.1177/1469540519872065 (DOI)
Available from: 2021-03-25 Created: 2021-03-25 Last updated: 2022-02-25Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0001-5447-3661

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