Jonathan David Schöps, MSc BSc BSc

Research and Teaching Assistant / PhD Candidate

University of Innsbruck School of Management
Department of Strategic Management, Marketing and Tourism
Universitaetsstr. 15
6020 Innsbruck 

Phone: +43 (0) 512/507 72512



Jonathan D. Schöps is Research and Teaching Assistant at the University of Innsbruck School of Management. After his undergraduate studies in Sports Management, and Management and Economics, he graduated from the University of Innsbruck with a Master Degree in Strategic Management. He majored in Branding and joined the Marketing and Branding Team as a PhD Candidate in October 2015.

His current research interest is centered on Consumer Culture Theory with a focus on performance studies, and fashion consumption in the context of social media.

Research Interests:
  • Consumer Culture Theory
  • Performance studies/ Performativity theory

  • Fashion Consumption

  • Social Media

  • Visual methods
  • Strategy and Marketing (Bachelor; English)


  • Schöps, Jonathan D., Philipp K. Wegerer, and Andrea Hemetsberger (forthcoming), "Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - The Case of American Apparel," in NA - Advances in Consumer Research, Vol. 45.
International Doctoral Seminars/ Symposia/ Conferences/ Workshops:
  • Association for Consumer Research Conference 2017, San Diego, CA, October 2017
  • "5th French-Austrian-German Workshop on Consumer Behavior," University of Vienna, March 2017
  • Digital Consumption Symposium, Cass Business School, University of London, October 2016
  • "Consumption Theory" (Canon of Classics), Consumer Culture Theorizing, University of Southern Denmark, Odense (Denmark), August 2016


  • Doctorate scholarship of the promotion program for young researchers at the University of Innsbruck (2017)