Jacob Ostberg
Biographic Data
| ID | 112928 |
|---|---|
| NAME | Jacob Ostberg |
| GIVEN NAMES | Jacob |
| FAMILY NAME | Ostberg |
| SIGNATURE | OSTBERG J |
| AFFILIATIONS | Stockholm University |
| ORCID | 0000-0001-5447-3661 |
| VERIFIED | Yes |
| TOTAL WORKS | 10 |
| TOTAL CITATIONS | 64 |
| AUTHOR COUNT | 10 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 5 |
Clerics of cool
Research has regularly addressed the disparities in power between consumers and more powerful market actors and the resultant market developments that emerge either through acts of resistance or the reproduction and consolidation of existing power structures. However, previous literature has primarily foregrounded dissatisfied consumers who are openly opposed to the aspirations of powerful actors. Through an inductive study of the sneaker subcult…
Emergence, stability and transformation of the Swedish alcohol policy field
Brand Morphogenesis
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 e…
Blaming consumers
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…
Hero shots
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 adve…
Academic liner notes
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 al…
The electric guitar - marketplace icon
The electric guitar is an ubiquitous part of contemporary consumer culture. In this Marketplace 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 backg…
Negotiating cultural boundaries
This study addresses the role of food in boundary crossing and maintenance processes in the context of short‐term mobility. We utilize an identity and practice theory approach to understand the ways travelers relate to food in the encounter with the cultural different Other. The study was conducted through interviews with 28 American consumers after a 10‐day trip to China. A semiotic data interpretation revealed the ways the informants made sense…
Coffee Grounds and the Global Cup
Prisoners in Paradise
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 arti…
Negotiating cultural boundaries
This study addresses the role of food in boundary crossing and maintenance processes in the context of short‐term mobility. We utilize an identity and practice theory approach to understand the ways travelers relate to food in the encounter with the cultural different Other. The study was conducted through interviews with 28 American consumers after a 10‐day trip to China. A semiotic data interpretation revealed the ways the informants made sense…
Prisoners in Paradise
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 arti…
Hero shots
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 adve…
Coffee Grounds and the Global Cup
The electric guitar - marketplace icon
The electric guitar is an ubiquitous part of contemporary consumer culture. In this Marketplace 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 backg…
Brand Morphogenesis
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 e…
Blaming consumers
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…
Prisoners in Paradise
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 arti…
Coffee Grounds and the Global Cup
Negotiating cultural boundaries
This study addresses the role of food in boundary crossing and maintenance processes in the context of short‐term mobility. We utilize an identity and practice theory approach to understand the ways travelers relate to food in the encounter with the cultural different Other. The study was conducted through interviews with 28 American consumers after a 10‐day trip to China. A semiotic data interpretation revealed the ways the informants made sense…
The electric guitar - marketplace icon
The electric guitar is an ubiquitous part of contemporary consumer culture. In this Marketplace 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 backg…
Academic liner notes
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 al…
Blaming consumers
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…
Hero shots
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 adve…
Brand Morphogenesis
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 e…
Clerics of cool
Research has regularly addressed the disparities in power between consumers and more powerful market actors and the resultant market developments that emerge either through acts of resistance or the reproduction and consolidation of existing power structures. However, previous literature has primarily foregrounded dissatisfied consumers who are openly opposed to the aspirations of powerful actors. Through an inductive study of the sneaker subcult…
Emergence, stability and transformation of the Swedish alcohol policy field
Political science (8 works) · Sociology (8 works) · Law (7 works) · Law (6 works) · Advertising (5 works) · Aesthetics (5 works) · Art (5 works) · Business (5 works) · Consumer Behavior in Brand Consumption and Identification (5 works) · Social science (5 works)