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ROKKA JOONAS

JOONAS ROKKA

Associate Professor of Marketing

Markets and Innovation

Joonas ROKKA earned his Phd in Marketing from the Aalto University School of Business, Finland, in 2010, and has worked since 2011 as a marketing professor in France. His research is on branding, consumer experience and culture, digital media, and creative visual research methods. He teaches courses on branding, consumer markets and lifestyles, service experience, and communication, including topics on digital and social media marketing. He has received several awards for his work, including the Sidney J. Levy Award, and his work has appeared in many top-tier journals including the Journal of Consumer Research, Journal of Business Research, European Journal of Marketing and Journal of Marketing Management.

EducationTop

• 2010 (May), Doctor of Science (Economics and Business Administration), Marketing, Aalto University School of Business, Finland

• 2005 (December), Master of Science (Economics and Business Administration), Marketing, Helsinki School of Economics, Finland

AwardsTop

• 2015, The Sidney J. Levy Award, Awarded by the Consumer Culture Theory Conference in Recognition for Outstanding Dissertation CCT Dissertation Research

• 2015, Honorable Mention, The Best Paper Award, 2015 Global Fashion Management Conference

• 2014, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research

• 2011, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research

• 2009, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research

ExperienceTop

• 2014 (March) – 2015 (August) Associate Professor of Marketing, NEOMA Business School, Rouen Campus, France

• 2011 (August) – 2014 (March) Assistant Professor of Marketing, Rouen Business School, France

• 2009 (March) – 2011 (August) Digital Marketing Project Leader, Valio Ltd., Finland

• 2009 (March) – 2011 (August) Researcher, Aalto University School of Business, Helsinki, Finland

• 2008 (September) – 2009 (February) Visiting Scholar, HEC Management School, Paris, France

• 2006 (January) – 2008 (August) Assistant, Helsinki School of Economics, Finland

Scientific CommitteesTop

• Ad hoc reviewer, Journal of Consumer Research

• Ad hoc reviewer, Journal of Marketing Management

• Ad hoc reviewer, European Journal of Marketing 

• Ad hoc reviewer, Marketing Theory

• Ad hoc reviewer, Consumption Markets & Culture

• Ad hoc reviewer, Psychology & Marketing

• Ad hoc reviewer, Qualitative Market Research: an International Journal

• Ad hoc reviewer, Journal of Hospitality and Tourism Research

• Ad hoc reviewer, Association for Consumer Research

• Ad hoc reviewer, Kuluttajatutkimus.NYT

ExpertiseTop

• Consumer Culture

• Consumer Experience

• Lifestyle

• Branding

• Reputation Management

• Social Media Marketing

• Digital Technologies

• Qualitative Research

• Ethnography

• Videography

• Visual Research Methods

AssociationsTop

• Association for Consumer Research

• European Association for Consumer Research

• Consumer Culture Theory

• European Marketing Association

Courses taughtTop

• Branding, MBA

• Communication, BSc in Management

• Essentials of Marketing, MSc in Management

• Advances in Consumer Insights, MSc in Management

• Relationship Marketing, MSc in Management

• Service Marketing, MSc in Management

• Service Marketing, MSc in Marketing and Service Management

Research InterestTop

• Consumer experience and the (new) media – How do online technologies mediate consumer experiences, practices, communities and behavior?

• Brands and branding in the digital age – How are new online technologies shaping and challenging the way in which brands are built?

• Creative visual research – How can new visual methods including videography be used to do and express research?

Communications & SeminarsTop

• Rokka, J. and Woermann, N. (2016) Role of language in consumption assemblages. The 11th Consumer Culture Theory Conference, Lille, France, 6-9.7.2016.

• Rokka, J. (2016) Brands and heterotopian selfies. The 7th Kern Conference for Visual Communication, Rochester, New York, USA 14-16.4.2016.

• Rokka, J. (2015) Self-Transformation and Performativity of Social Media Images. Association for Consumer Research North American Conference, New Orleans, USA 1-4.10.2015.

• Rokka, J. (2015) Visualizing luxury through the selfie: the case of champagne consumption. The 10th Consumer Culture Theory Conference, Fayetteville, Arkansas, USA 18.-21.6.2015.

• Hietanen, J., Rokka, J. (2015) Monstrous organizing: Dubstep Electronic Music Scene. The 10th Consumer Culture Theory Conference, Fayetteville, Arkansas, USA 18.-21.6.2015.

• Hietanen, J., Rokka, J. (2015) Monstrous organizing: Dubstep Electronic Music Scene. European Marketing Academy Conference, Leuven, Belgium, 26-29 May 2015.

• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2015) Luxury Brand Social Media Marketing Effects: Influence on Brand Equity and Consumer Behavior. The Global Fashion Management Conference, June 25-28, University of Florence, Florence, Italy.

• Rokka, J., Rousi, P. & Hämäläinen, V. (2014) Follow Me on Dead Media: Analog Authenticities in Alternative Skateboarding Scene. Advances in Consumer Research, 42, eds. J. Cotte, S. Wood, MN: Association for Consumer Research, pp. 757.

• Rokka, J., Rousi, P. & Hämäläinen, V. (2014) Follow Me on Dead Media – Analog Authenticities in Alternative Skateboarding Scene. Videography presented at the Journées Normandes de Recherche Sur La Consommation, University of Rouen, France, November 29, 2014.

• Woermann, N. & Rokka, J. (2014) Towards methodology for practice theory. The 9th Consumer Culture Theory Confrerence, Helsinki, 27-29.6.2014.

• Rokka, J. & Woermann, N. (2014) Using Video Media to Research Spatial Dimension of Consumption Practices. The 3rd Nordic Conference for Consumer Research, Vaasa, Finland, 22.-24.5.2014.

• Ferguson, S. & Rokka, J. (2014) Videographic expression in gender research. The 12th Conference for Gender Marketing and Consumer Behavior, Aalto University, Helsinki, 24.-26.6.2014.

• Manthiou, A., Rokka, J., Godey, B. & Tang, L. (2014) How social media marketing influences brand equity and its consequences: the case of luxury brands. 2014 Academy of Marketing Science Conference.

• Rokka, J. (2013) Managing reputation in social media. Brand Camp 2, January 26-29, 2013, University of Innsbruck, Austria.

• Rokka, J., Cléret, B. & Sohier, A. (2013) Entre-deux-mondes: Shaping of artistic projects in a local music scene. Advances in Consumer Research,  41, eds. S. Botti, A.A. Labroo, Duluth, MN: Association for Consumer Research.

• Rokka, J. & Touzani, M. (2013) The study of online videosharing communities. The 7th Interpretive Consumer Research Conference, 2013, April 10-12, Bruxelles, Belgium.

• Hivet, A., Djedidi, A. & Rokka, J. (2013) Caregiving resistance. The 7th Interpretive Consumer Research Conference, 2013, April 10-12, Bruxelles, Belgium.

• Andreani et al. (2013) Integrated marketing communications in social media. Marketing Trends Conference, Paris, January 17-19.2013.

• Rokka, J., De Valck, K. & Hietanen, J. (2012) Agency in market emergence and evolution: Insights from a practice-perspective. The 7th Consumer Culture Theory Conference, 2012, August 16-19, Oxford, UK. 

• Hietanen, J., Rokka, J. & Roman, R. (2011) Pushing the Scene – Tensions and Emergence in an Accelerated Marketplace Culture. Advances in Consumer Research, 39, eds. R. Ahluwalia, T.L. Chartrand, R.K. Ratner, Duluth, MN: Association for Consumer Research.

• Woermann, N. & Rokka, J. (2011) Timeflow of consumption practices: Conceptualizing temporality in two lifestyle sports. The 6th Consumer Culture Theory Conference, 2011, July 7-10, Northwestern University, Evanston, IL, USA.

• Moisander, J., Penaloza, L. & Rokka, J. (2011) Cosmopolitan consumers in global marketplace cultures. The 6th Workshop on Interpretive Consumer Research, 2011, May 6-7, University of Southern Denmark, Odense, Denmark.

• Rokka, J., Hietanen, J. & De Valck, K. (2010) Brothers in Paint: A Practice-Oriented Inquiry into a Tribal Marketplace Culture. Advances in Consumer Research, 37, eds. M.C. Campbell and J. Inman and R. Pieters, Duluth, MN: Association for Consumer Research.

• Dholakia, N., Cabusas, J.J., Rokka, J., & Arruda-Filho, E.J.M. (2008) Mi Swing Es Tropical - But Not My Consumers. Economic Realism and Cultural Contradictions in Latin American Marketing of Apple's i-Conic Products. Latin American Advances in Consumer Research, 2, eds. Claudia R. Acevedo and Jose Mauro C. Hernandez and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, pp. 145-146.

• Rokka, J., Desavelle, H.-K. & Mikkonen, I. (2008) Negotiating Beauty: Local Readings of Global Cultural Flows. Latin American Advances in Consumer Research, 2, eds. Claudia R. Acevedo and Jose Mauro C. Hernandez and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, pp. 84-89.

PublicationsTop