Joonas Rokka

Joonas ROKKA is associate professor in marketing and responsible for the Lifestyle Research Centre. His research is on branding, consumer experience and culture, digital media, and creative visual research. He has received several awards for his work, including the Sidney J. Levy Award, and his work has appeared in many top-tier journals including the Journal of Consumer Research, Journal of business Research, Consumption Markets & Culture, European Journal of Marketing, and Journal of Marketing Management. He is also associate editor of European Journal of Marketing.

EDUCATION

• 2010 (May), Doctor of Science (Economics and Business Administration), Marketing, Aalto University School of Business, Finland

• 2005 (December), Master of Science (Economics and Business Administration), Marketing, Helsinki School of Economics, Finland

AWARDS

• 2015, The Sidney J. Levy Award, Awarded by the Consumer Culture Theory Conference in Recognition for Outstanding Dissertation CCT Dissertation Research

• 2015, Honorable Mention, The Best Paper Award, 2015 Global Fashion Management Conference

• 2014, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research

• 2011, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research

• 2009, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research

EXPERIENCE

• 2015 (September) – Associate Professor of Marketing, Emlyon Business School, France

• 2014 (March) – 2015 (August) Associate Professor of Marketing, NEOMA Business School, Rouen Campus, France

• 2011 (August) – 2014 (March) Assistant Professor of Marketing, Rouen Business School, France

• 2009 (March) – 2011 (August) Digital Marketing Project Leader, Valio Ltd., Finland

• 2009 (March) – 2011 (August) Researcher, Aalto University School of Business, Helsinki, Finland

• 2008 (September) – 2009 (February) Visiting Scholar, HEC Management School, Paris, France

• 2006 (January) – 2008 (August) Assistant, Helsinki School of Economics, Finland

SCIENTIFIC COMMITTEES

• Associate Editor, European Journal of Marketing

• Editorial Board Member, Journal of Marketing Management

• Co-chair, Videography Track, Association for Consumer Research Conference

• Co-chair, Videography Track, European Marketing Academy Conference

• Ad hoc reviewer, Journal of Consumer Research

• Ad hoc reviewer, Journal of Marketing Management

• Ad hoc reviewer, European Journal of Marketing

• Ad hoc reviewer, Journal of Business Research

• Ad hoc reviewer, Consumption Markets & Culture

• Ad hoc reviewer, Psychology & Marketing

• Ad hoc reviewer, Psychology & Marketing

• Ad hoc reviewer, Qualitative Market Research: an International Journal

• Ad hoc reviewer, Journal of Hospitality and Tourism Research

• Ad hoc reviewer, Association for Consumer Research

• Ad hoc reviewer, Kuluttajatutkimus.NYT

EXPERTISE

• Consumer Culture

• Consumer Experience

• Lifestyle

• Branding

• Reputation Management

• Social Media Marketing

• Digital Technologies

• Qualitative Research

• Ethnography

• Videography

• Visual Research Methods

ASSOCIATIONS

• Association for Consumer Research

• European Association for Consumer Research

• Consumer Culture Theory

• European Marketing Association

• Association Française du Marketing

COURSES TAUGHT

• Consumer Behavior, MBA

• Lifestyle and Markets, MSc in Management

• Consumer Lifestyle, MSc in Luxury Marketing, MSc in Sports Industry Management

• Marketing Communication, BSc in Management

• Relationship Marketing, MSc in Management

• Service Marketing, MSc in Management, MSc in Marketing and Service Management

RESEARCH INTEREST

• Consumer experience and the (new) media – How do online technologies mediate consumer experiences, practices, communities and behavior?

• Brands and branding in the digital age – How are new online technologies shaping and challenging the way in which brands are built?

• Creative visual research – How can new visual methods including videography be used to do and express research?

PUBLICATIONS

ACADEMIC ARTICLES (17)

‑ Rokka, Joonas, Hietanen, Joel. 2018. Réflexion autour du positionnement de la vidéographie comme outil de théorisation.Recherche et Applications en Marketing, FORTH

‑ Cléret, Baptiste, Dehling, Aurélie, , Leroy, Julie, , Rokka, Joonas, , Sohier, Alice, , Herbert, Maud. 2018. L’approche vidéographique dans la recherche en marketing: Quel protocole méthodologique ?.Recherche et Applications en Marketing, FORTH

‑ Rokka, Joonas. 2017. Champagne: marketplace icon.Consumption Markets and Culture, 20 (3): 275-283 p.

‑ Rokka, Joonas, Hietanen, Joel. 2017. On positioning videography as a tool for theorizing.Recherche et Applications en Marketing, FORTH

‑ Hietanen, Joel, Rokka, Joonas. 2017. Companion for the videography ‘Monstrous Organizing – The Dubstep Electronic Music Scene’.Organization, FORTH

‑ Rokka, Joonas, Hietanen, Joel, , Brownlie, Douglas T.. 2017. Screening Marketing: Expanding the Horizons of Filmic Research.Journal of Marketing Management, FORTH

‑ Rokka, Joonas, CANNIFORD, Robin. 2016. Heterotopian selfies: How social media destabilizes brand assemblages.European Journal of Marketing, 50 (9-10)

‑ GODEY, Bruno, MANTHIOU, Aikaterini, , PEDERZOLI, Daniele, , Rokka, Joonas, , AIELLO, Gaetano, , DONVITO, Raffaele, , SINGH, Rahul. 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior.Journal of Business Research, 69 (12): 5833–5841 p.

‑ Hietanen, Joel, Rokka, Joonas. 2015. Market practices in countercultural market emergence.European Journal of Marketing, 49 (9/10)

‑ WOERMANN, Niklas, Rokka, Joonas. 2015. Timeflow: How Consumption Practices Shape Consumers' Temporal Experiences.Journal of Consumer Research, 41 (6): 1486-1508 P.

‑ Rokka, Joonas, KARLSSON, Katariina, , TIENARI, Janne. 2014. Balancing acts: Managing employees and reputation in social media.Journal of Marketing Management, 30 (7-8): 802-827 P.

‑ Hietanen, Joel, Rokka, Joonas, , SCHOUTEN, John W.. 2014. Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research.Journal of Business Research, 67 (9): 2019–2022 P.

‑ Rokka, Joonas. 2010. Netnographic inquiry and new translocal sites of the social.International Journal of Consumer Studies, 34 (4): 381-387 P.

‑ Rokka, Joonas, MOISANDER, Johanna. 2009. Environmental dialogue in online communities: negotiating ecological citizenship among global travellers.International Journal of Consumer Studies, 33 (2): 199-205 P.

‑ DE VALCK, Kristine, Rokka, Joonas, , Hietanen, Joel. 2009. Videography in Consumer Research: Visions for a Method on the Rise.Finanza Marketing e Produzione, 27 (4): 81-100 P.

‑ TIKKANEN, Henrikki, Hietanen, Joel, , HENTTONEN, Tuomas, , Rokka, Joonas. 2009. Exploring virtual worlds: success factors in virtual world marketing.Management Decision, 47 (8): 1357-1381 P.

‑ Rokka, Joonas, UUSITALO, Liisa. 2008. Preference for green packaging in consumer product choices: Do consumers care?.International Journal of Consumer Studies, 32 (5): 516-525 P.