Joonas Rokka 2017-05-29T18:15:27+00:00

Joonas Rokka

I am Associate Professor of Marketing and Director of Lifestyle Research Center at emlyon business school, France. I have previously worked at NEOMA Business School (Paris-Rouen-Reims, France) and Aalto University School of Business (Helsinki, Finland) where I got Phd in Marketing in 2010. I have been a visiting scholar at HEC School of Management, Paris, and taught marketing courses or organised research workshops in a number institutions, including Aalto University Executive Education (Finland), Cass Business School (UK), University of Glasgow (UK) Strathclyde Business School (UK), University of Rouen (France), and University of Innsbruck (Austria), Delft University of Technology (The Netherlands), and University of Lund (Sweden).

My research is on branding, consumer experience and culture, digital media, and creative visual research methods. I’ve published in international journals including Journal of Consumer ResearchJournal of Business ResearchJournal of Marketing Management, European Journal of Marketing, and Consumption Markets & Culture, and I serve in the editorial board of Journal of Marketing Management. I was the recipient of The Sidney J. Levy Award  for my dissertation research in 2015, and the Judges’ Award for the best consumer research film in 2009, 2011, and 2014 Association for Consumer Research Conference. I have professional experience in marketing and business development in a leading Finnish FMCG company (Valio Ltd, between 2002-2011).

Selected Publications

Rokka, J. (2017) Champagne: marketplace icon, Consumption Markets & Culture, 20 (3), 275-283.

Rokka, J. and Canniford, R. (2016) Heterotopian selfies: how social media destabilizes brand assemblages, European Journal of Marketing, 50 (9/10), 1789-1813.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2016) Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior, Journal of Business Research, 69 (12), 5833-5841.

Hietanen, J. & Rokka, J. (2015) Market practices in countercultural market emergence, European Journal of Marketing, 49 (9-10), 1563-1588.

Woermann, N. & Rokka, J. (2015) Timeflow: How Consumption Practices Shape Consumers’ Temporal Experiences, Journal of Consumer Research, 41 (6), 1486-1508. (Winner of the Sidney J. Levy Award)

Hietanen, J., Rokka, J. & Schouten, J.W. (2014) Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research, Journal of Business Research, 67 (9), 2019-2022.