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- Andersen, Lars Pynt, et al.
(author)
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Nordic Branding : An Odyssey into the Nordic Myth Market
- 2019
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In: Nordic consumer culture. - Cham, Switzerland : Palgrave Macmillan. - 9783030049324 - 9783030049331 ; , s. 213-238
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Book chapter (peer-reviewed)abstract
- 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.
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| 2. |
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| 3. |
- Andersen, Lars Pynt, et al.
(author)
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Unpacking Nordic branding : the value regimes of Nordicness
- 2021
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In: Journal of Place Management and Development. - 1753-8335 .- 1753-8343. ; 14:3, s. 362-378
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Journal article (peer-reviewed)abstract
- PurposeThis 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/approachUsing 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.FindingsThe 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/valueSeveral 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.
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| 4. |
- Askegaard, Søren, et al.
(author)
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Introduction : The Institution and the Imaginary in a Nordic Light
- 2019
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In: Nordic consumer culture. - Cham, Switzerland : Palgrave Macmillan. - 9783030049324 - 9783030049331 ; , s. 1-21
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Book chapter (peer-reviewed)abstract
- 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.
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| 5. |
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| 6. |
- Bengtsson, Anders, et al.
(author)
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Researching the cultures of brands
- 2006
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In: Handbook of qualitative research methods in marketing. - Cheltenham : Edward Elgar Publishing. - 9781847209580 - 9781845421007 ; , s. 83-93
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Book chapter (pop. science, debate, etc.)
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| 7. |
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| 8. |
- Çakanlar, Aylin, 1991-
(author)
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Essays on Consumers’ Socially Responsible Decision Making
- 2021
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Doctoral thesis (other academic/artistic)abstract
- Identity has important implications for consumers’ choices in the marketplace. While prior research has mainly studied identity at the individual level, consumers’ social identities are growing more relevant in the marketplace. This dissertation examines how these social identities affect socially responsible decision-making. Using experiments as my primary method, I study how consumers’ political and couple identities can affect their decision-making in the context of sustainable consumption practices, COVID-19 behaviors, and the sharing economy. Across 16 online experiments, two Facebook split tests, and one field study, this dissertation demonstrates the critical implications of political and couple identity in the socially responsible decision-making process. First, this dissertation shows that consumers’ political identities influence their willingness to engage in sustainable consumption, COVID-19 prevention behaviors, and support for peer-to-peer providers in the sharing economy. Second, this dissertation examines sustainable consumption in a romantic relationship context and demonstrates that consumers’ sustainability-related decisions can influence their partners’ sustainable choices, highlighting the importance of couple identity. Overall, this dissertation contributes to the literature on identity and socially responsible decision-making and provides practical implications for marketers and policymakers who aim to improve consumers’ socially responsible behaviors in the marketplace.
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| 9. |
- Coffin, Jack, et al.
(author)
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Crossing wires : short-circuiting marketing theory
- 2022
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In: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 22:2, s. 275-292
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Journal article (peer-reviewed)abstract
- 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.
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