I am university lecturer of Marketing at TUNI and adjunct professor of consumer behavior and consumer research at the University of Jyväskylä. I teach consumer behavior, brand management and qualitative research methods as well as thesis seminars. My research profile is interdisciplinary and focuses on topics related to interpretive consumer research such as consumption communities and marketplace cultures, consumption practices, sustainable consumption, food consumption and brand management from a sociocultural viewpoint.
Fields of expertise
Marketing, consumer behavior, consumption and customer communities, brand management, qualitative research methods (interviews, ethnography and netnography, narrative research, frame analysis)