Brand Ventures
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Our Brand Venture Talks bring the best and most well-known researchers from the Top Universities of the world to Innsbruck to enhance knowledge and inspire students, practitioners and our local academic community with insights into and around brands and their audiences. The Brand Ventures offer practitioners inspiring new ideas, a state-of-the-art knowledge update, a space for networking, and an intellectual outbreak from everyday routines. Students gain extracurricular insights and the opportunity to personally meet with reputed marketing professionals and academics. Brand Venture XXV mit Joonas Rokka zum Thema “How atmospheres matter for compelling experiences?” am Freitag, 23.6.2023 um 18:00 Uhr im HS 3, SOWI- Gebäude, Universitätsstraße 15. Joonas Rokka is full professor of Marketing at emlyon business school in Lyon, France. Before moving to Lyon, Joonas Rokka worked for NEOMA Business School in France and Aalto University School of Business in Finland, where he received his PhD in Marketing. He also taught at several well-known European research universities and was a visiting scholar at HEC Paris. Joonas Rokka is also founder and current director of the Lifestyle Research Center at emlyon business school - a network of 21 interdisciplinary researchers, who have earned several high-profile European Union and corporate partner-funded research projects to examine the cultural, social, and technological shaping of contemporary lifestyles. Joonas Rokka’s research examines consumer experiences, atmospheres, busy lifestyles, digital technology, and brands. Rokka’s work employs creative qualitative, ethnographic, digital, and visual methodologies. His research has won several awards and has been published in leading journals such as the Journal of Consumer Research and Organization Science, and was featured in international press including BBC, Financial Times, La Tribune, Le Point, and The Conversation. His teaching focuses on strategic branding in luxury, fashion, sports, and tourism marketing, and he regularly works with companies including startups.
Atmospheres, bubbles, and effervescence! What makes up compelling experiences? Atmosphere has long been recognized as an important branding and marketing tool. But how are compelling atmospheres created and consumed? And can they be designed and managed? This talk explores the notion of atmosphere from a contemporary perspective and offers a framework to explore and understand its dynamics in the context of branded experiences and customer interactions. Joonas Rooka takes us on a journey through many years of ethnographic fieldwork, which he and his research team conducted at the iconic travel resort ClubMed, and explains how the brand facilitates and re-produces convivial atmospheres - a key reason for their loyal customer base. The presentation also highlights common challenges and limits in shaping compelling atmospheres, as well as future perspectives. Past Brand Ventures |
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