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.

Autorentext

Søren Askegaard is Professor of Marketing at the University of Southern Denmark, Odense, and a visiting professor at Aalto University, Helsinki, Finland.

Jacob Östberg is Professor of Advertising and PR at Stockholm Business School, Stockholm University, Sweden.

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