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.
- ISBN13 9783030049324
- Publish Date 21 March 2019
- Publish Status Active
- Publish Country CH
- Imprint Springer Nature Switzerland AG
- Edition 1st ed. 2019
- Format Hardcover
- Pages 332
- Language English