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  • 1. Andersen, Lars Pynt
    et al.
    Kjeldgaard, Dannie
    Lindberg, Frank
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Nordic Branding: An Odyssey into the Nordic Myth Market2019Ingår i: Nordic consumer culture: state, market and consumers / [ed] Søren Askegaard, Jacob Östberg, Cham, Switzerland: Palgrave Macmillan, 2019, s. 213-238Kapitel i bok, del av antologi (Refereegranskat)
    Abstract [en]

    The idea of the Nordic has witnessed significant attention in popular culture globally. However, little has been done to explore how Nordic brand actors perceive and enact Nordic values. We set out to explore this through a journey from southern Denmark to northern Norway, via Stockholm. The study was conducted as part of a collaborative project that focused on how myths work as a foundation for developing Nordic branding strategies. The results identified several symbolic resources which also revealed a number of cultural tensions, e.g. balancing modern Nordic aesthetics with Viking imagery and Norse mythology; egalitarian inclusiveness with fine dining/haute cuisine culture; traditional gendered fashion with post-gendered/LBTQ fashion; and ethnocentrism with multiculturalism. We discuss how brand actors try to construct compromises of these tensions, so that Nordic values as expressed in brands and products are amenable to the market, with branding strategies utilising a mode of sanitised Nordic mythology.

  • 2. Andersen, Lars Pynt
    et al.
    Lindberg, Frank
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Reinvention through Nordicness: values, traditions, and terroir2019Ingår i: The Nordic wave in place branding: poetics, practices, politics / [ed] Cecilia Cassinger, Andrea Lucarelli, Szilvia Gyimóthy, Cheltenham: Edward Elgar Publishing, 2019, s. 11-24Kapitel i bok, del av antologi (Refereegranskat)
  • 3. Andersen, Lars Pynt
    et al.
    Lindberg, Frank
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Unpacking Nordic branding: the value regimes of Nordicness2021Ingår i: Journal of Place Management and Development, ISSN 1753-8335, E-ISSN 1753-8343, Vol. 14, nr 3, s. 362-378Artikel i tidskrift (Refereegranskat)
    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.

  • 4. Askegaard, Søren
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Introduction: The Institution and the Imaginary in a Nordic Light2019Ingår i: Nordic consumer culture: state, market and consumers / [ed] Søren Askegaard, Jacob Östberg, Cham, Switzerland: Palgrave Macmillan, 2019, s. 1-21Kapitel i bok, del av antologi (Refereegranskat)
    Abstract [en]

    In this introduction, the authors argue for applying the concept of the imaginary in order to throw new light on the institutional and institutionalizing relationship between the consumer, the state, and the market in the Nordic context. Based on a reflection on foundational elements of the Nordic imaginary, notably a distinction between inclusion and exclusion, they outline how this and other elements in the Nordic imaginary are unfolded in the individual contributions to this volume. Finally, a set of reflections are presented on the role of this volume as a manifesto for a Nordic approach to contemporary consumer culture.

  • 5. Bengtsson, Anders
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Researching the cultures of brands2006Ingår i: Handbook of qualitative research methods in marketing / [ed] Russell W. Belk, Cheltenham: Edward Elgar Publishing, 2006, s. 83-93Kapitel i bok, del av antologi (Övrig (populärvetenskap, debatt, mm))
  • 6.
    Berg, Per Olof
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Östberg, Jacob
    Stockholms universitet.
    City Branding as an Organizing Concept: Co-Creation of Strategic Identities2008Konferensbidrag (Refereegranskat)
  • 7. Bradshaw, Alan
    et al.
    Ostberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Blaming Consumers: Ideology and European Austerity2019Ingår i: Journal of Consumer Culture, ISSN 1469-5405, E-ISSN 1741-2900, Vol. 19, nr 4, s. 448-468Artikel i tidskrift (Refereegranskat)
    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.

  • 8. Coffin, Jack
    et al.
    Eichert, Christian A.
    Bettany, Shona
    Lindridge, Andrew
    Oakenfull, Gillian
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Peñaloza, Lisa
    Rinallo, Diego
    Rowe, David
    Santana, Jannsen
    Visconti, Luca M.
    Walther, Luciana
    Crossing wires: short-circuiting marketing theory2022Ingår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 22, nr 2, s. 275-292Artikel i tidskrift (Refereegranskat)
    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. 

  • 9. Daskalopoulou, Athanasia
    et al.
    Pirani, Daniela
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Introduction to Sexuality in Marketing and Consumption2024Ingår 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)
  • 10. Daskalopoulou, Athanasia
    et al.
    Pirani, DanielaÖstberg, JacobStockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality2024Samlingsverk (redaktörskap) (Övrigt vetenskapligt)
  • 11. Dobscha, Susan
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Introduction to the Special Issue on Gender Impacts: Consumption, Markets, Marketing, and Marketing Organizations2021Ingår i: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 37, nr 3-4, s. 181-187Artikel i tidskrift (Övrigt vetenskapligt)
  • 12. Eriksson-Zetterquist, Ulla
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Att skriva böcker och bokkapitel2014Ingår i: Efter festen: om konsten att utvecklas från doktor till docent eller en guide för den postdoktorala tillvaron / [ed] Sara Eldén, Anna Jonsson, Lund: Studentlitteratur AB, 2014, s. 37-54Kapitel i bok, del av antologi (Övrigt vetenskapligt)
  • 13.
    Hartmann, Benjamin J.
    et al.
    Jönköping University.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Authenticating by re-enchantment: The discursive making of craft production2013Ingår i: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 29, nr 7-8, s. 882-911Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    This paper presents an analysis of the way brand authentication operates through discursive enchantment as a series of ongoing negotiations among different market actors. We suggest that one specific type of enchantment, the concept of craft production, has been given too sparse attention in conceptualisations of authenticity. Through a qualitative multi-method inquiry based into the guitar subculture and a brand genealogy of the pseudo-Swedish guitar brand Hagstrom, we show how the rationalising trajectories of modernity can not only have disenchanting effects, but can also be dis-authenticating. We illustrate how various marketplace participants collectively engage in brand re-enchantment processes that provide the springboard for re-authenticating rationalised production through five enchanting craft discourses: vocation, dedication, tradition, mystification, and association.

  • 14. Hartmann, Benjamin J.
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Zombie Brands2018Konferensbidrag (Övrigt vetenskapligt)
  • 15. Hartmann, Benjamin
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Academic liner notes: a re-inquiry of Chris Hackley’s (2012) CCT Blues2018Ingår i: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 21, nr 3, s. 205-214Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    While in certain sub-areas of marketing and consumer research, alternative modes of investigation and representation have been mushrooming for a while - i.e. publications of poetry, poetry sessions at conferences, videography, and fiction - we suggest music and complementary academic liner notes as another form of alternative investigation and expression. This paper offers accompanying notes to our original contribution in musical format as an alternative mode of representation and critical dramatization in marketing and consumer research. The song is called CCT Blues and is perfomed by Postmödern talking sans frontièrs avéc fromage [the song can be found on Applemusic, iTunes, and Spotify searching for CCT Blues and the artist name.] These liner notes guide the academic listener through our reflexive critical dramatization of the current intellectual condition of the CCT research area in form of a cover song of Chris Hackley’s CCT Blues [2012a. CCT Blues Electric Version.wmv, June 2. Accessed November 25, 2016. https:// www.youtube.com/watch?v=n1pgyaiw610]. Consequently, this paper offers a backstage pass into the world of producing and packaging our critique in audio format.

  • 16. Hartmann, Benjamin
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Parment, Anders
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Solér, Cecilia
    Unboxing marketing: Creating value for consumers, firms, and society2020Bok (Övrigt vetenskapligt)
  • 17. Kjeldgaard, Dannie
    et al.
    Nøjgaard, Mikkel
    Hartmann, Benjamin Julien
    Bode, Matthias
    Lindberg, Frank
    Mossberg, Lena
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Failure: Perspectives and Prospects in Marketing and Consumption Theory2021Ingår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 21, nr 2, s. 277-286Artikel i tidskrift (Refereegranskat)
    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.

  • 18. Kjeldgaard, Dannie
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Coffee grounds and the global cup: glocal consumer culture in Scandinavia2007Ingår i: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 10, nr 2, s. 175-187Artikel i tidskrift (Refereegranskat)
  • 19.
    Lagnevik, Magnus
    et al.
    Lunds Universitet.
    Sjöholm, Ingegerd
    Lunds Universitet.
    Lareke, Anders
    Ostberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    The dynamics of innovation clusters: a study of the food industry2003Bok (Övrigt vetenskapligt)
  • 20.
    Lee, Yoon-Jung
    et al.
    Korea University.
    Ostberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    A case study of the Swedish fashion industry from the systems perspective of creativity2013Ingår i: Journal of Global Fashion Marketing, ISSN 2325-4483, Vol. 4, nr 2, s. 128-143Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    This study aimed to examine the Swedish fashion industry as a case through which to analyze the fashion industry from the systems perspective of creativity research. The Swedish fashion industry, which is in the advanced stage of the fashion-industry life cycle, may be considered a model for newly industrialized countries' fashion industries. In this study, various aspects of the Swedish fashion industry have been reviewed in order to examine its structure as an institutionalized system. A total of 12 interviews with professionals working in the Swedish fashion industry were analyzed along with the literature, in order to identify the factors influencing the Swedish fashion industry's creative and cultural development. The case of Sweden shows the importance of a strong institutionalized field as well as a culture that is supportive of the growth of creativity in the fashion industry.

  • 21.
    Lindblad, Emma
    et al.
    Stockholms universitet, Humanistiska fakulteten, Centrum för modevetenskap.
    Östberg, Jacob
    Stockholms universitet, Humanistiska fakulteten, Centrum för modevetenskap.
    The Cultural Role of Stigmatized Youth Groups: The Case of the Partille Johnnys of Sweden2011Ingår i: Research in Consumer Behavior / [ed] Russell W. Belk, Kent Grayson, Albert M. Muñiz, Hope Jensen Schau, Emerald Group Publishing Limited, 2011, Vol. 13, s. 127-143Kapitel i bok, del av antologi (Refereegranskat)
    Abstract [en]

    Purpose: This paper aims to contribute to the theoretical domain of identity construction by discussing an aspect of identity-not, i.e. how identity is largely formed by delimitations of what one does not identify with. We do this by analyzing the reactions of mainstream youth to the stylistic expressions of one particular youth group—the so-called Partille Johnnys (PJs) of Sweden—who in certain ways breaks with conventions of how to relate to the globally available canon of culturally sanctioned styles which places them in a position as stigmatized. The purpose of the paper is to further the understanding of how stigma gets orchestrated in consumer culture and what cultural role stigmatized groups might play.

    Methodology: The empirical material for this paper has been collected using various qualitative research techniques. Initially the phenomenon was discovered and explored during ethnographic observations and interviews. In addition online research was carried out.

    Findings: The PJ style functions as a mirror for reflecting on transgressions of what is considered normal in terms of style and bodily practices for contemporary Swedish youth. Our conclusion suggests that the cultural function of the stigmatized group PJ is to serve as a reminder of what the mainstream is not.

    Originality/value of paper: A phenomenon previously not studied, part of the value lies in the ethnographic descriptions capturing the PJ phenomenon. With these empirical descriptions we wish to add to discussions of how the stigmatized groups gets orchestrated as well as the role that stigmatized groups can play at a cultural level. 

  • 22. Magalhães Lopes, Maíra
    et al.
    Hietanen, Joel
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Why do crowds cause trouble? Exploring affective instability in collectivity2021Ingår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 21, nr 4, s. 539-560Artikel i tidskrift (Refereegranskat)
    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.

  • 23.
    Molander, Susanna
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Ingeborg Astrid, Kleppe
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    The new ideal of involved fatherhood: A critical visual analysis2016Konferensbidrag (Refereegranskat)
  • 24.
    Molander, Susanna
    et al.
    Stockholms universitet, Humanistiska fakulteten, Institutionen för mediestudier, Modevetenskap.
    Kleppe, Ingeborg Astrid
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Hero shots: Involved fathers conquering new discursive territory in consumer culture2019Ingår i: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 22, nr 4, s. 430-453Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    In this paper, we explore how visual expressions of culture offer new discursive territory within which consumer cultural ideals can be negotiated on a global scale. Through a critical visual analysis of the revelatory case Swedish Dads we find hero shots depicting involved fathers where children’s needs and the hermetic confines of the home take center stage, as opposed to the traditional fatherhood ideals portrayed in western contemporary advertising, media and popular culture. We demonstrate how the Swedish state’s gender ideology was encoded into a communicative event in the form of hero shots and subsequently dispersed by visual consumers as well as political and commercial stakeholders pushing this particular agenda and/or capitalizing on its tendencies. This in such a way that the event conquered new discursive territory fostering new types of consumer cultural negotiations on fatherhood ideals also in other cultural settings.

  • 25.
    Molander, Susanna
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Swedish Style: Politics, Aesthetics and Materiality2015Konferensbidrag (Refereegranskat)
  • 26.
    Molander, Susanna
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    The underdog billionaire: how indie producers protect their filed-dependent investments in light of success2012Konferensbidrag (Refereegranskat)
  • 27.
    Molander, Susanna
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    What's cooking? The different practices and meanings involved in the same consumption situation2014Konferensbidrag (Refereegranskat)
  • 28. Molander, Susanna
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Kleppe, Ingeborg Astrid
    Swedish Dads as a National Treasure: Consumer Culture at the Nexus of the State, Commerce, and Consumers2019Ingår i: Nordic consumer culture: state, market and consumers / [ed] Søren Askegaard, Jacob Östberg, Cham, Switzerland: Palgrave Macmillan, 2019, s. 119-146Kapitel i bok, del av antologi (Refereegranskat)
    Abstract [en]

    Molander, Östberg, and Kleppe uses the case of fatherhood in Sweden to illustrate how consumer culture evolves at the nexus of the (welfare) state, individual consumers’ lived lives, and companies’ marketing activities. The chapter thereby implicitly draws on the idea of statist individualism, whereby the Swedish state’s feminist agenda attempts to liberate both mothers and fathers from their traditional roles. This freedom, however, should not be confused for some sort of anarchy where anything is allowed. Instead, the freedom is highly regulated by various actors who both prescribe and capitalize on particular modes of being a progressive father.

  • 29.
    Molander, Susanna
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Peñaloza, Lisa
    Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand2023Ingår i: Journal of consumer research, ISSN 0093-5301, E-ISSN 1537-5277, Vol. 49, nr 5, s. 762-785Artikel i tidskrift (Refereegranskat)
    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. 

  • 30.
    Ostberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    En riktig man: konsumtionskulturteori om mode2009Ingår i: Mode: en introduktion: en tvärvetenskaplig betraktelse / [ed] Dirk Gindt och Louise Wallenberg, Stockholm: Raster förlag, 2009, 1, s. 392-407Kapitel i bok, del av antologi (Övrigt vetenskapligt)
  • 31.
    Ostberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Functional foods: a health simulacrum2003Ingår i: Advances in Consumer Research, ISSN 0098-9258, Vol. 30, s. 129-134Artikel i tidskrift (Refereegranskat)
  • 32.
    Ostberg, Jacob
    Stockholms universitet, Humanistiska fakulteten, Centrum för modevetenskap.
    Style2011Ingår i: The Encyclopedia for Consumer Culture / [ed] Dale Southerton, Thousand Oaks, CA: Sage Publications, 2011Kapitel i bok, del av antologi (Övrigt vetenskapligt)
  • 33.
    Ostberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    The Linking value of Subcultural capital: Constructing the Stockholm Brat Enclave2007Ingår i: Consumer Tribes / [ed] Cova, Bernard; Kozinets, Robert V.; Shankar, Avi, Oxford, UK: Elsevier/Butterworth-Heinemann , 2007, s. 93-107Kapitel i bok, del av antologi (Övrig (populärvetenskap, debatt, mm))
  • 34.
    Ostberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    The Moral Stigmatization of the Noveaux Pauvres: An analysis of the TV-show The Luxury Trap2012Konferensbidrag (Refereegranskat)
  • 35.
    Ostberg, Jacob
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Bengtsson, Anders
    Suffolk University, Boston.
    Märken och människor: Om marknadssymboler som kulturella resurser2006Bok (Övrig (populärvetenskap, debatt, mm))
  • 36.
    Ostberg, Jacob
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Bengtsson, Anders
    Suffolk University, Boston.
    Kjeldgaard, Dannie
    Syddansk universitet, Odense.
    Prisoners in paradise: Subcultural resistance to the marketization of tattooing2005Ingår i: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 8, nr 3, s. 261-274Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    This study explores the increasingly popular use of brand symbols as imagery for tattooing. Through interviews with tattoo artists and netnographic research in tattoo communities, we capture a perceived boundary between the sacred, non-commercial sphere of tattooing and the profane, profit maximizing sphere of the commercial world. In the tattoo subculture, brands are generally considered inappropriate for tattooing. Nevertheless, the tattoo artists more or less willingly accept the role of service providers for consumers wishing to embody brand symbols. The commercial sphere hence plays a role in the cultural identity of the tattoo culture as an Otherness, from which the tattoo culture defines itself.

  • 37.
    Ostberg, Jacob
    et al.
    Stockholms universitet, Humanistiska fakulteten, Centrum för modevetenskap.
    Hemetsberg, Andrea
    Kjeldgaard, Dannie
    Luomola, Harri
    Mastrangelo, Dania
    Pecoraro, Maria
    Pichler, Lisa
    Revisiting the Euroconsumer: Transnational History of European Coffee Consumption2010Ingår i: European Advances in Consumer Research / [ed] Alan Bradshaw; Chris Hackley; Pauline Maclaran, Association for Consumer Research , 2010Konferensbidrag (Refereegranskat)
  • 38. Servadio, Luigi
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    The role of the state in consumer culture: the case of Operation Vin in Sweden2024Ingår i: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 16, nr 2, s. 125-152Artikel i tidskrift (Refereegranskat)
    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.

  • 39. Stevens, Lorna
    et al.
    Ostberg, Jacob
    Stockholms universitet, Humanistiska fakulteten, Centrum för modevetenskap.
    Gendered bodies: Representations of femininity and masculinity in advertising practices2011Ingår i: Cultural Marketing Management / [ed] Lisa Penaloza; Nil Toulouse; Luca Visconti, Routledge, 2011, s. 392-407Kapitel i bok, del av antologi (Refereegranskat)
    Abstract [en]

    This chapter introduces the topic of representations of masculinity and femininity in advertising practices. We will show the differences between a common, taken-for-granted understanding of gendered representations in advertising and a cultural perspective, which takes the culturally and socially constructed nature of gender into consideration. We will also demonstrate how marketing managers can adopt a traditional approach or a cultural approach to their advertising strategies in relation to gender. They may also adopt a complacent strategy or a subversive strategy. There are therefore four choices available to marketing managers in terms of their advertising strategies. These are traditional/complacent, traditional/subversive, cultural/complacent or cultural/subversive. We illustrate these positions with examples from contemporary advertising campaigns. The key implication is that the discussion invites present and future marketing managers to take a more macro and reflective view of gendered representations. By sensitizing managers to wider macro issues, we argue that they can make a more informed choice about whether to sustain the status quo of conventional gendered representations (the complacent strategy) or whether to aspire to taking a vanguard position by challenging traditional representations and thereby offering something new instead (the subversive strategy).

  • 40.
    Svendsen, Martin
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Cambridge Analytica-skandalen en chans för branschen att tänka om2018Ingår i: Resumé, ISSN 0036-1887, nr 7 majArtikel i tidskrift (Övrig (populärvetenskap, debatt, mm))
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  • 41.
    Svendsen, Martin
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Östberg, Jacoc
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Varning för Maslows ­bedrägliga tjuskraft! Behovshierarkin – en populär modell som saknar vetenskapliga belägg2019Ingår i: Organisation & Samhälle, ISSN 2001-9114, E-ISSN 2002-0287, nr 1Artikel i tidskrift (Övrigt vetenskapligt)
    Abstract [sv]

    den här artikeln kommer vi att diskutera den så kallade behovs­hierarkin, en modell som gett avtryck i företags­eko­nomiska utbildningar och i förlängningen företagsekonomisk praktik. Modellen lanserades av psykologen Abraham ­Maslow på 1940-talet för att förklara mänskligt beteende. Ambitionen med modellen var att förklara alla mänskliga psykologiska drivkrafter.

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  • 42.
    Svensson, Peter
    et al.
    Lunds Universitet.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Marknadsföring, människor och interaktion2013 (uppl. 1)Bok (Övrigt vetenskapligt)
  • 43. Ulver, Sofia
    et al.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Moving up, down or sideways?: Exploring consumer experience of identity and status incongruence2014Ingår i: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 48, nr 5-6, s. 833-853Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Purpose - The purpose of this article is to argue that consumers experience conflict not only when in identity transitions or social status transitions but also in-between these two, and that the relationship between these two is becoming increasingly important to address. First, this is done by identifying how status transitions (vertical movements) overlap but differ in some important respects from identity transitions (horizontal movements), and second, the consumption strategies used by people when these movements lead to an experience of conflict between one's (new/old) identity role and (new/old) status position have been demonstrated. Design/methodology/approach - In this multi-sited, qualitative data collection, the phenomenological and ethnographic interviews have been conducted with 35 urban middle-class consumers in their homes at three culturally and historically different sites (Sweden, Turkey and the USA). Findings - The importance and kind of a consumption strategy to resolve the status-identity incongruence relates if it is mainly a vertically or horizontally determined transition. To consumers with a main focus on status change - characterised by hierarchical and competitive dimensions that identity role transitions are free from - the engagement in consumption becomes more important and intense. Practical implications - Marketers have historically mainly been engaged in static categorisation and segmentation of consumer lifestyles. By instead emphasising consumers' life transitions and their accompanying status-identity conflicts, marketers may consider the implications for market communication. Social implications - Given that liquid modernity (Bauman, 2001) and its loose social structures forces the middle-class to become increasingly socially mobile, matches and mismatches between identity and status positions ought to become more common and the resulting consumption strategies more sophisticated. This research offers a first, tentative framework for understanding these conflicts in relation to consumption. Originality/value - Although lifestyle transitions have often been elaborated on in consumer research, the differences between social status transitions and identity transitions, and especially the conflict in-between these two, have not been paid its deserved attention. Based on multi-sited, qualitative data collection, concrete consumption strategies following the experience of status-identity incongruence have been identified. The results also contribute to a better understanding of the growing uncertainty and volatility of social status positions in contemporary middle-class consumer culture.

  • 44. Ulver-Sneistrup, Sofia
    et al.
    Östberg, Jacob
    Stockholms universitet, Humanistiska fakulteten, Centrum för modevetenskap.
    The Noveaux Pauvres of Liquid Modernity2012Ingår i: Research in consumer behavior, ISSN 0885-2111, Vol. 13, s. 217-232Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Purpose: The purpose of the current research is to enhance our understanding of how nouveaux pauvres consumers use consumption to cope with their life situations. We use the term nouveaux pauvres to represent middle class consumers who experience a decrease in sociocultural status relative their previous situation.

    Methodology: The data for this study were collected over a four-year period in Sweden, Turkey and the US. Various qualitative data collection and analysis methods were used, such as phenomenological and ethnographic interviews, as well as ethnographic observation.

    Findings: We identify three different ways that nouveaux pauvres consumers experience their loss of status. Some experience feelings of shame and guilt, others are left in a vacuum and some grieve their lost identity position. We then propose three different strategies that nouveaux pauvres consumers might choose in order to cope with the loss of status. Some engage in inventing a new consumer role for themselves, others choose a more reluctant strategy of opting out of social circles and isolating oneself, and finally there are those that engage in straightforward reconstruction of their old identity. Furthermore, each of the three consumption strategies links to a specific kind of downward movement—from unfamiliar/familiar to unfamiliar/familiar social spaces—for each individual.

    Originality/value of paper: The consumer experience of downward status transformations has been curiously neglected in consumer culture theory. Since contemporary consumer cultures are increasingly characterized by liquidity and movement, it is likely that the experience of descending in status will be more common in the future and therefore of utmost importance to understand more fully.

  • 45.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Consumer behaviour as I see it… What makes a real man?2010Ingår i: Consumer Behaviour: A European Perspective / [ed] Michael R Solomon, Gary Bamossy, Søren Askegaard, Margaret K Hogg, Prentice-Hall, 2010, 4, s. 232-234Kapitel i bok, del av antologi (Refereegranskat)
  • 46.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Eating out in europe: Picnics, gourmet dining and snacks since the late eighteenth century2005Ingår i: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 8, nr 1, s. 87-91Artikel, recension (Övrigt vetenskapligt)
  • 47.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Is that the patriarchy in your pocket or are you just happy to see me2024Konferensbidrag (Refereegranskat)
  • 48.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Masculine self-presentation2013Ingår i: The Routledge companion to identity and consumption / [ed] Ayalla A. Ruvio and Russell W. Belk, London: Routledge, 2013, s. 129-136Kapitel i bok, del av antologi (Övrigt vetenskapligt)
  • 49.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Masculine to-be-looked-at-ness: Consumption based self-objectification among heterosexual men2022Konferensbidrag (Refereegranskat)
  • 50.
    Östberg, Jacob
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Masculinity and Fashion2012Ingår i: Gender, culture, and consumer behavior / [ed] Cele C. Otnes; Linda Tuncay Zaye, London & New York: Routledge, 2012, s. 255-280Kapitel i bok, del av antologi (Övrigt vetenskapligt)
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