Ileyha DagalpAssistant Professor/Guest Researcher
About me
I am a researcher in the marketing section of Stockholm Business School (SBS). I hold a Ph.D. in business administration (specializing in marketing) from the School of Business, Economics and Law at the University of Gothenburg where I wrote my dissertation "myth aestheticization". I am a recipient of the prestigious Jan Wallanders and Tom Hedelius Postdoctoral Fellowship.
My research is located in the field of consumer culture theory and I am particularly interested in the intersection between consumption, marketing and consumer culture. I am currently curating a special issue -poetics of consumption and currently my intellectual playground includes multiple research related to brand activism, novel food market aestheticization, sustainabilization and the fluidity of consumer lifestyles within digital consumer culture. My methodological palette spans a diverse range featuring consumer and expert interviews, visual and digital methods. I have previously published research on advertising aesthetics, past themed consumption, marketplace mythology and cultural approach to aestheticization.
Recent Publications:
Dagalp, I., & Södergren, J. (2023). On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research. Journal of Advertising.
Södergren, J., Dagalp, I., & Andéhn, M. (2023). "Rolled up in a Ball": Towards a Poetics of Consumption. Consumer Culture Theory.
Södergren, J., Vallström, N., Dagalp, I., & Broberg, T. (2022). Myth. Advances in Consumer Research.
Dagalp, I., & Södergren, J. (2022). The Cuteness of Cryptocurrencies: On Aesthetic Evaluation in Meme Culture. Academy of Marketing.
Dagalp Ileyha & Benjamin J. Hartmann (2021) "From "aesthetic" to aestheticization: a multi-layered cultural approach" Consumption Markets & Culture
Dagalp Ileyha, Katja H. Brunk & Benjamin J. Hartmann (2020) "The aestheticization of past-themed consumption" Advances in Consumer Research, peer reviewed article, published
Special Issue that I am guest editing:
Publications
A selection from Stockholm University publication database
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On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research
2023. Ileyha Dagalp, Jonatan Södergren. Journal of Advertising
ArticleRead more about On Ads as Aesthetic ObjectsFor an academic field to remain vital, it is necessary to reflect upon its conceptual foundations and learn from adjacent disciplines. On that note, aesthetics can provide significant insights into advertising. While aesthetic elements have received attention in advertising research, no systematic attempts have been made to provide a comprehensive overview of this literature. The purpose of this conceptual article is to bring different branches of aesthetic theory into advertising studies. Marketers have historically focused on product functionality and often appeal to consumers through explicit messages. This article fills an important gap by delineating and advocating the conceptual foundation of advertising aesthetics as a research area worthy of further attention. In short, we understand advertising aesthetics as the artlike properties of and sensory responses to ads. A review of 309 papers provides the thematic outline of the study. Seven key themes are identified: (1) the nature of advertising aesthetics, (2) advertising creativity, (3) textuality, (4) social aesthetics, (5) cross-cultural differences, (6) the role of media in creating aesthetic opportunities, and (7) aesthetic categories beyond the beautiful and sublime. These themes offer a novel way of exploring contemporary issues in advertising. The article concludes with suggestions for future research.
Show all publications by Ileyha Dagalp at Stockholm University