Jonathan E. Schroeder

Rochester Institute of Technology

William A. Kern Professor of Communication

92 Lomb Memorial Drive

Eastman Building, Room 3006

Rochester, NY 14623

United States

  • Rochester Institute of Technology

SCHOLARLY PAPERS

34

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Scholarly Papers (34)

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1.

Visual Analysis of Images in Brand Culture

GO FIGURE: NEW DIRECTIONS IN ADVERTISING RHETORIC, Barbara J. Phillips, Edward McQuarrie, eds., M.E. Sharpe, pp. 277-296, 2008
Number of pages: 36 Posted: 24 Feb 2020
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 3,621 (5,483)

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Advertising, Brands, Brand Communication, Persuasion, Rhetoric, Visual Issues

2.

The Artist and the Brand

European Journal of Marketing, Vol. 39, No. 11, pp. 1291-1305, 2005
Number of pages: 28 Posted: 16 Apr 2005
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 2,868 (7,949)
Citation 1

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Brand management, aesthetics, art, imagery, visual communication, marketing strategy

3.

Brand Culture: Trade Marks, Marketing and Consumption

TRADE MARKS AND BRANDS: AN INTERDISCIPLINARY CRITIQUE, Jane Ginsburg, Lionel Bently and Jennifer Davis, eds., Cambridge University Press, pp. 161-176, 2008
Number of pages: 24 Posted: 09 Feb 2007 Last Revised: 27 Jan 2008
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 2,745 (8,468)

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trademarks, visual communication, architecture, interdisciplinary, images, gender

4.

Critical Visual Analysis

HANDBOOK OF QUALITATIVE METHODS IN MARKETING, Russell Belk, ed., pp. 303-321, Aldershot, UK: Edward Elgar, 2006
Number of pages: 31 Posted: 22 Sep 2005
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 2,385 (10,618)

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Interpretive Research Methods, Advertising, Visual communication, brands, identity, history

5.

Mirrors of Masculinity: Representation and Identity in Advertising Images

Consumption Markets and Culture, Vol. 7, pp. 21-52, 2004
Number of pages: 56 Posted: 24 Feb 2004
Jonathan E. Schroeder and Detlev Zwick
Rochester Institute of Technology and York University - Schulich School of Business
Downloads 2,296 (11,311)

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Advertising, Imagery, Identity, Representation, Gender, Masculinity

6.

Identity in Marketing Communications: An Ethics of Visual Representation

MARKETING COMMUNICATION: NEW APPROACHES, TECHNOLOGIES, AND STYLES, Allan J. Kimmel, ed., pp. 256-277, Oxford University Press, 2005
Number of pages: 44 Posted: 12 Mar 2007
Janet L. Borgerson and Jonathan E. Schroeder
DePaul University and Rochester Institute of Technology
Downloads 2,265 (11,546)

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Advertising, Ethics, International Marketing, Identity, Visual Communication

7.

Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton

Number of pages: 35 Posted: 04 Oct 2008 Last Revised: 21 Apr 2009
Janet L. Borgerson, Jonathan E. Schroeder, Martin Escudero Magnusson and Frank Magnusson
DePaul University, Rochester Institute of Technology, affiliation not provided to SSRN and affiliation not provided to SSRN
Downloads 2,045 (13,600)
Citation 3

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corporate communication, organizational identity, operational identity, ethics, Benetton

8.

The Artist in Brand Culture

MARKETING THE ARTS: A FRESH APPROACH, Daragh O’Reilly, Finola Kerrigan, eds., Routledge, 2010
Number of pages: 20 Posted: 17 Feb 2020
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 1,860 (15,770)

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Art, Aesthetics, Brands, Branding, Brand Management, Culture, Images, Value, Warhol

9.

Polysemy in Advertising

ERIM Report Series Reference No. ERS-2006-043-MKT, Journal of Advertising, Forthcoming
Number of pages: 39 Posted: 23 Dec 2006
S. Puntoni, Jonathan E. Schroeder and Mark Ritson
University of Pennsylvania - The Wharton School, Rochester Institute of Technology and London Business School
Downloads 1,670 (18,654)

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Advertising, Polysemy, Semiotics

10.

Consuming Representation: A Visual Approach to Consumer Research

REPRESENTING CONSUMERS: VOICES, VIEWS AND VISIONS, Barbara B. Stern, ed., pp. 193-230, New York: Routledge, 1998
Number of pages: 57 Posted: 27 Feb 2009 Last Revised: 08 Jun 2015
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 1,618 (19,576)

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consumer behavior, consumer research, ethics, photography, visual communication, visual culture

11.

Visual Consumption in an Image Economy

ELUSIVE CONSUMPTION, Karin Ekstrom, Helene Brembeck, eds., Berg, 2004
Number of pages: 16 Posted: 12 Feb 2004
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 1,570 (20,481)

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Consumption, visual issues, photography, image, interpretation

12.

Brand Community as Co-Creation Value in the Service-Dominant Logic of Marketing

Number of pages: 9 Posted: 11 Mar 2008 Last Revised: 23 Apr 2009
Siwarit Pongsakornrungsilp, Alan Bradshaw and Jonathan E. Schroeder
affiliation not provided to SSRN, University of Exeter Business School and Rochester Institute of Technology
Downloads 1,426 (23,708)
Citation 5

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Branding, Brand Community, Brand Value, Service Dominant Logic, Co-creation

13.

Aesthetic Leadership

KEY CONCEPTS IN LEADERSHIP STUDIES, Antonio Marturano, Jonathan Gosling, eds., pp. 5-7, London: Routledge, 2008
Number of pages: 6 Posted: 22 Jul 2008
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 910 (45,228)

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14.

A Brand Culture Approach to Brand Literacy: Consumer Co-Creation and Emerging Chinese Luxury Brands

Schroeder, Jonathan. Janet Borgerson, and Zhiyan Wu (2014), “A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands,” Advances in Consumer Research, 42 (in press, Forthcoming)
Number of pages: 12 Posted: 20 Oct 2014
Jonathan E. Schroeder, Janet L. Borgerson and ZhiYan Wu
Rochester Institute of Technology, DePaul University and Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management
Downloads 672 (67,893)
Citation 3

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brand culture, brand development, brand literacy, China, luxury, case study, Shang Xia

15.

Borderlands: Skin, Tattoos, and Consumer Culture Theory

Patterson, Maurice and Jonathan Schroeder (2010), Borderlines: Skin, tattoos and consumer culture theory, Marketing Theory, 10(3) 253–267
Number of pages: 28 Posted: 16 Oct 2009 Last Revised: 19 Jul 2012
Maurice Patterson and Jonathan E. Schroeder
Kemmy Business School, University of Limerick and Rochester Institute of Technology
Downloads 666 (68,652)

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consumer culture theory, skin, embodiment, consumption, identity, body

16.

Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research

European Journal of Marketing, Vol. 40, No. 9/10, pp. 950-971, 2006
Number of pages: 41 Posted: 29 Jun 2006
Janice Denegri-Knott, Detlev Zwick and Jonathan E. Schroeder
Bournemouth Media School, York University - Schulich School of Business and Rochester Institute of Technology
Downloads 609 (76,829)

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consumer power, consumer research, methodological approaches, marketing theory

17.

The Gay Family in the Ad: Consumer Responses to Non-Traditional Families in Marketing Communications

Journal of Marketing Management, Vol. 22, pp. 955-978, 2006
Number of pages: 37 Posted: 22 May 2007 Last Revised: 04 Jul 2021
Janet L. Borgerson and Jonathan E. Schroeder
DePaul University and Rochester Institute of Technology
Downloads 582 (81,262)
Citation 1

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Advertising, Target Marketing, Gay, Representations, Family

18.

Packaging Paradise: Organizing Representations of Hawaii

A. Prasad, ed., Against the Grain: Advances in Postcolonial Organization Studies, Copenhagen: Copenhagen Business School Press, 32-53
Number of pages: 35 Posted: 08 Dec 2008 Last Revised: 04 Nov 2012
Jonathan E. Schroeder and Janet L. Borgerson
Rochester Institute of Technology and DePaul University
Downloads 548 (87,615)

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Postcolonial, Hawaii, Sonic Branding, Visual Communication, Critical Tourism, Popular Culture, Representation

19.

Snapshot Aesthetics and the Strategic Imagination

Invisible Culture, Issue 18, 2013
Number of pages: 19 Posted: 13 Jan 2014 Last Revised: 05 Nov 2014
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 525 (92,485)

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advertising, branding, consumer culture, selfie, strategy, visual culture

20.

Snapshot Aesthetics as a Strategic Resource

EIASM Workshop on Imagining Business, Oxford University, June 2008
Number of pages: 9 Posted: 19 May 2008 Last Revised: 20 May 2008
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 297 (176,222)

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advertising, brands, consumer culture, marketing communication, strategy

21.

The Brand Culture of Shanghai Tang: An Aspiring Global Brand

International Conference on Anthropological Perspectives and Local Approaches: Indigenous Applications in Management and Marketing, Shanghai, May 2013
Number of pages: 34 Posted: 15 Jun 2013 Last Revised: 11 Jun 2014
ZhiYan Wu, Janet L. Borgerson and Jonathan E. Schroeder
Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management, DePaul University and Rochester Institute of Technology
Downloads 285 (184,001)

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22.

A Brand Culture Approach to Chinese Cultural Heritage Brands

Schroeder, J. E., Borgerson, J. L. and Wu, Z. (2015), A Brand Culture Approach to Chinese Cultural Heritage Brands, Journal of Brand Management, Forthcoming.
Number of pages: 29 Posted: 13 Apr 2015
Jonathan E. Schroeder, Janet L. Borgerson and ZhiYan Wu
Rochester Institute of Technology, DePaul University and Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management
Downloads 267 (196,530)

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Brand culture, branding, brand development, brand management, case study, China, Chinese branding, cultural heritage brand, luxury

23.

Global Cultural Branding Through the Investment of Historical Culture: A Case Study of the Beijing Olympics Opening Ceremony

Number of pages: 26 Posted: 01 Oct 2011
ZhiYan Wu, Janet L. Borgerson and Jonathan E. Schroeder
Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management, DePaul University and Rochester Institute of Technology
Downloads 249 (210,614)
Citation 6

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Cultural Branding, Chinese Brand Developement, Global Branding

24.

Brands and Branding

Schroeder, J. E. (2014), “Brands and Branding,” in Wiley-Blackwell Concise Encyclopedia of Consumption and Consumer Studies, edited by Dan Cook and Michael J. Ryan, New York: Wiley and Sons.
Number of pages: 9 Posted: 10 Nov 2013 Last Revised: 24 Dec 2013
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 246 (213,196)

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brands, branding, brand criticism, consumer culture, corporate branding, cultural branding

25.

Stock Investing in the Digital Age

Schroeder, J. and Zwick, D. (2021), “Stock Investing in the Digital Age,” in Rosa Llamas and Russell W. Belk, eds, The Routledge Companion to Digital Consumption, 2nd ed. New York: Routledge.
Number of pages: 27 Posted: 18 Nov 2021
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 220 (237,338)

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bitcoin, consumption, digital capitalism, financial advising, fintech, NTFs, online investing, stock market

26.

The Visual Organization

Routledge Companion to Visual Organization, Emma Bell, Samantha Warren and Jonathan Schroeder, eds., Routledge, 2013
Number of pages: 41 Posted: 05 Jul 2013
Emma Bell, Samantha Warren and Jonathan E. Schroeder
Open University, UK, University of Essex and Rochester Institute of Technology
Downloads 206 (252,114)

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organization studies, consumer behavior, strategy, visual analysis, videography, aesthetics

27.

Corporate Brands in Perspective: A Typology

Schroeder, J. (2017), Corporate Brands in Perspective: A Typology, European Journal of Marketing, 51 (9/10), 1522-1529.
Number of pages: 10 Posted: 24 Aug 2017 Last Revised: 03 Dec 2017
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 192 (268,791)
Citation 1

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Brand Culture, Consumer Behaviour, Corporate Branding, Cultural Branding, Visual Culture

28.

Representing it: Embodying the Electronic Economy

Number of pages: 25 Posted: 19 Jun 2004
Peter Dobers and Jonathan E. Schroeder
Royal Institute of Technology (KTH) - Department of Industrial Economics and Management (INDEK) and Rochester Institute of Technology
Downloads 177 (288,714)
Citation 1

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Advertising, high-tech products, marketing communications, visual strategy, brand and product positioning, consumer aesthetics, identity, imagery, picture effects, visual displays

29.

Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands

ADVANCES IN CONSUMER RESEARCH, Vol. 37, Margaret C. Campbell, Jeff Inman, Rik Pieters, eds., Association for Consumer Research, 2010
Number of pages: 8 Posted: 04 Apr 2011
ZhiYan Wu, Janet L. Borgerson and Jonathan E. Schroeder
Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management, DePaul University and Rochester Institute of Technology
Downloads 148 (335,816)

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Brands, Branding, Consumer Culture, Fashion, Fashion Systems, China, Olympics

30.

The Social Pedagogy of Wall Street: Stock Trading as Political Activism?

Journal of Consumer Policy, Vol. 30, No. 3, pp. 177-199, 2007
Number of pages: 35 Posted: 14 Jul 2006 Last Revised: 17 Oct 2010
Detlev Zwick, Janice Denegri-Knott and Jonathan E. Schroeder
York University - Schulich School of Business, Bournemouth Media School and Rochester Institute of Technology
Downloads 135 (360,932)

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virtual networks, network society, consumer empowerment, consumer resistance, qualitative consumer research, personal investing

31.

Stock Trading in the Digital Age: Speed, Agency, and the Entrepreneurial Consumer

The Routledge Companion to Digital Consumption, Russell Belk and Rosa Llamas (eds.), New York: Routledge, 208-222.
Number of pages: 29 Posted: 30 Nov 2011 Last Revised: 09 Jun 2014
Detlev Zwick and Jonathan E. Schroeder
York University - Schulich School of Business and Rochester Institute of Technology
Downloads 132 (367,152)

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32.

The Selfie in Consumer Culture

Schroeder, J. (2022), “The Selfie in Consumer Culture,” in Murray, D. C., ed., Visual Culture Approaches to the Selfie, New York: Routledge, in press.
Number of pages: 29 Posted: 18 Nov 2021
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 112 (414,778)

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Selife, visual culture, branding, marketing communication, self-portrait, celebrity, photography

33.

Critical Visual Analysis of Gender: Reactions and Reflections

Schroeder, J. E. and Borgerson, J. L. (2015), Critical Visual Analysis of Gender: Reactions and Reflections. Journal of Marketing Management, 31 (15/16), 1723-1731.
Number of pages: 11 Posted: 09 Feb 2020
Jonathan E. Schroeder and Janet L. Borgerson
Rochester Institute of Technology and DePaul University
Downloads 79 (520,671)

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cultural analysis, feminism, gender, marketing communication, media representation, Anita Sarkeesian

34.

Style and Strategy: Snapshot Aesthetics in Brand Culture

Imagining Organisations: Performative Imagery in Business and Beyond, C. McLean, P. Quattrone, F-R. Puyou, and N. Thrift (eds.), London: Routledge, 129-151
Posted: 24 Feb 2020
Jonathan E. Schroeder
Rochester Institute of Technology

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aesthetics, branding, communication, photography, strategy, visual issues

Other Papers (1)

Total Downloads: 288
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1.

Brands, Photography, and Strategy

Schroeder, J. (2015), “Brands, Photography, and Strategy,” in Susan Fournier, Michael Breazeale, and Jill Avery, eds. Strong Brands, Strong Relationships, New York: Routledge, 406-408.
Number of pages: 5 Posted: 16 Sep 2015
Jonathan E. Schroeder
Rochester Institute of Technology
Downloads 288

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brands,marketing communication, photography, strategy