Personal profile

Research Interests

I am a postdoc in consumption, culture, and commerce at the Department of Business & Management, University of Southern Denmark. I earned my PhD at the School of Business, Economics and Law, University of Gothenburg.

My research focuses on consumer culture and explores how and why people consume nostalgic market offerings. Specifically, I examine how past-themed marketing and consumption through resistance and play can facilitate resonance. I have explored this by ethnographically immersing myself in the Danish vintage cycling community. My work has contributed to the fields of marketing and consumption and has been published in the Journal of Marketing Management.

My work has received the 2023 Franco Nicosia Best Paper Award at the Association of Consumer Research Conference in Seattle, USA.

I have taught at the undergraduate and postgraduate levels, in courses such as Consumer Behaviour, Qualitative Methods, and Marketing Trends. Additionally, I have guest lectured at Lund University (Helsingborg campus) on the topic of retro branding.

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