Nordic Consumer Culture

Download or read book Nordic Consumer Culture written by Søren Askegaard and published by Springer. This book was released on 2019-03-01 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.