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  • 351.
    Östberg, Jacob
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Vägen till helvetet är kantad av goda intentioner: en kritisk granskning av marknadsföringen2013In: Företagsekonomin och samhället / [ed] Hans Hasselbladh, Mikael Holmqvist, Lund: Studentlitteratur, 2013, 1, p. 273-294Chapter in book (Other academic)
  • 352.
    Östberg, Jacob
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Askegaard, Søren
    Nordic Consumer Culture: State, Market and Consumers2019Collection (editor) (Refereed)
    Abstract [en]

    Unpacking the complexities of Nordic consumer culture, this edited collection responds to the growing interest in regionalism within consumer research and marketing. By taking a closer look at the interaction between the state and the market in Nordic countries, the authors examine how consumer behaviour is impacted by the region’s unique context. Important elements of Nordic culture are explored, such as its underlying element of mythology and the concept of ‘hygge,’ an object of global consumption. Those studying consumer behaviour, branding, and marketing more generally, will find this book a fascinating contribution to research.

  • 353.
    Östberg, Jacob
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Graffman, Katarina
    Vi är vad vi köper: Konsumtionskulturen är här för att stanna2018Book (Other (popular science, discussion, etc.))
  • 354.
    Östberg, Jacob
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Hartmann, Benjamin J.
    The Electric Guitar – Marketplace Icon2015In: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 18, no 5, p. 402-410Article in journal (Refereed)
    Abstract [en]

    The electric guitar is an ubiquitous part of contemporary consumer culture. In thisMarketplace Icons contribution, we illuminate the iconicity of the electric guitar and what lies behind its thick layers of distorted riffs, mad soloing escapades and eccentric onstage performances, specifically within the rock genre. The genesis of electric guitar playing involves a series of technological alterations of the guitar that freed it from a mere background instrument allowing for new musical roles. It quickly became apparent that all the technical solutions designed to get rid of what was defined as unwanted noise could be turned “against” the clean tone and instead be used to create a unique sound. The control of these noise elements, such as feedback and distortion, became a core element of mastering the modern electric guitar. Rather than just being a marketplace icon, we argue that the electric guitar is fetishized because both its audio quality – the loudness and the potential roughness of the sound – and its visual looks and onstage performances symbolizes youthful rebellion, the essence of rock and roll.

  • 355.
    Östberg, Jacob
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Jensen, Tommy
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Management & Organisation.
    Black Metal - Bara i döden är vi true2021In: På tal om döden: Essäer / [ed] Emilie Reinhold; Oscar Wandery, Göteborg: Makadam Förlag, 2021, p. 117-134Chapter in book (Other academic)
  • 356. Österlund, Daniel
    et al.
    Wikström, Solveig
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Yaklef, Ali
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Management & Organisation.
    Channel integration: an organisational perspective2005In: International Journal of Financial Services Management, ISSN 1460-6712, Vol. 1, no 1, p. 26-40Article in journal (Refereed)
  • 357.
    Öztürk, Basak
    et al.
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Hersono, Rulan
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Playing to Win: How Gamification Can Boost Customer Engagement and Turn Non-Fans into Brand Advocates2023Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesis
    Abstract [en]

    In today’s progressive technology development, it is imperative to engage the customer and transform them to become brand advocates. Firms need to ensure their brand’s longevity in this competitive market, at times putting noncustomers in hindsight. This thesis aims to explore how firms can utilise Gamification to engage noncustomers and make them advocate for a brand. To explore this phenomenon, this thesis takes the concepts Gamification, Customer Engagement, Online Brand Advocacy as its starting point and puts special emphasis on the Metaverse as it is an emerging digital engagement platform. Using a quasi-experimental research design with four-manipulation Gamification aspects, we discovered four key findings; (1) the Behavioural dimension of Customer Engagement is a key driver in Online Brand Advocacy compared to the other dimensions. In addition, it is the Behavioural dimension of Customer Engagement that gets noncustomers to advocate for a brand, while the Emotional and Cognitive dimension develops during the post-experience phase, (2) out of the three Gamification aspects, the Motivational Affordance motivated noncustomers the most to engage and advocate for the hypothetical brand, (3) Gamification aspects has a direct effect on noncustomers advocating behaviour without an established consumers-brand relationship, and (4) noncustomers are extrinsically motivated to engage with a brand based on behavioural factors. The contribution of this study is twofold. First, from a theoretical standpoint, it offers a conceptual model and empirically assesses the impact of Gamification utilising various gamified aspects. Second, from a pragmatic and practitioner perspective, the findings aid marketers in developing sustainable marketing strategies, and harness the power of Customer Engagement and Advocacy with the use of Gamification. Hence, this thesis yields new insights to the emerging research on Gamification, Customer Engagement, and Online Brand Advocacy. Therewith, this study offers a novel approach, by linking these three concepts, and introducing Customer Engagement and Online Brand Advocacy as an outcome of Gamification in a metaverse context. 

    Download full text (pdf)
    Playing to Win: How Gamification Can Boost Customer Engagement and Turn Non-Fans into Brand Advocates
  • 358. Østergaard, Per
    et al.
    Trolle Linnet, Jeppe
    Pynt Andersen, Lars
    Kjeldgaard, Dannie
    Bjerregaard, Stine
    Weijo, Henri
    Martin, Diane M.
    Schouten, John
    Östberg, Jakob
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Nordic Consumer Culture: Context and Concept2014In: Research in Consumer Behavior / [ed] John W. Schouten, Diane M. Martin, Russell Belk, Emerald Group Publishing Limited, 2014, Vol. 16, p. 245-257Chapter in book (Refereed)
5678 351 - 358 of 358
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