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This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.

The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.

The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.

The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.

This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process?

Using field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth.

The analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors.

Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

Purpose – This chapter aims to contribute to the theoretical domain of identity construction by discussing an aspect of identity-not, that is, how identity is largely formed by delimitations of what one does not identify with. We do this by analyzing the reactions of mainstream youth to the stylistic expressions of one particular youth group – the so-called Partille Johnnys (PJs) of Sweden – who in certain ways breaks with conventions of how to relate to the globally available canon of culturally sanctioned styles, which places them in a position as stigmatized. The purpose of the chapter is to further the understanding of how stigma gets orchestrated in consumer culture and what cultural role stigmatized groups might play.

Methodology – The empirical material for this chapter has been collected using various qualitative research techniques. Initially, the phenomenon was discovered and explored during ethnographic observations and interviews. In addition, online research was carried out.

Findings – The PJ style functions as a mirror for reflecting on transgressions of what is considered normal in terms of style and bodily practices for contemporary Swedish youth. Our conclusion suggests that the cultural function of the stigmatized group PJ is to serve as a reminder of what the mainstream is not.

Originality/value of the chapter – A phenomenon previously not studied, part of the value lies in the ethnographic descriptions capturing the PJ phenomenon. With these empirical descriptions, we wish to add to discussions of how the stigmatized groups gets orchestrated as well as the role that stigmatized groups can play at a cultural level.

Purpose – The purpose of the current research is to enhance our understanding of how nouveaux pauvres consumers use consumption to cope with their life situations. We use the term nouveaux pauvres to represent middle-class consumers who experience a decrease in sociocultural status relative their previous situation.

Methodology – The data for this study were collected over a four-year period in Sweden, Turkey, and the United States. Various qualitative data collection and analysis methods were used, such as phenomenological and ethnographic interviews, as well as ethnographic observation.

Findings – We identify three different ways that nouveaux pauvres consumers experience their loss of status. Some experience feelings of shame and guilt, others are left in a vacuum and some grieve their lost identity position. We then propose three different strategies that nouveaux pauvres consumers might choose to cope with the loss of status. Some engage in inventing a new consumer role for themselves, others choose a more reluctant strategy of opting out of social circles and isolating oneself, and finally there are those that engage in straightforward reconstruction of their old identity. Furthermore, each of the three consumption strategies links to a specific kind of downward movement – from unfamiliar/familiar to familiar/unfamiliar social spaces – for each individual.

Originality/value of paper – The consumer experience of downward status transformations has been curiously neglected in consumer culture theory. Since contemporary consumer cultures are increasingly characterized by liquidity and movement, it is likely that the experience of descending in status will be more common in the future and therefore of utmost importance to understand more fully.

The purpose of this article is to argue that consumers experience conflict not only when in identity transitions or social status transitions but also in-between these two, and that the relationship between these two is becoming increasingly important to address. First, this is done by identifying how status transitions (vertical movements) overlap but differ in some important respects from identity transitions (horizontal movements), and second, the consumption strategies used by people when these movements lead to an experience of conflict between one’s (new/old) identity role and (new/old) status position have been demonstrated.

In this multi-sited, qualitative data collection, the phenomenological and ethnographic interviews have been conducted with 35 urban middle-class consumers in their homes at three culturally and historically different sites (Sweden, Turkey and the USA).

The importance and kind of a consumption strategy to resolve the status–identity incongruence relates if it is mainly a vertically or horizontally determined transition. To consumers with a main focus on status change – characterised by hierarchical and competitive dimensions that identity role transitions are free from – the engagement in consumption becomes more important and intense.

Marketers have historically mainly been engaged in static categorisation and segmentation of consumer lifestyles. By instead emphasising consumers’ life transitions and their accompanying status–identity conflicts, marketers may consider the implications for market communication.

Given that liquid modernity (Bauman, 2001) and its loose social structures forces the middle-class to become increasingly socially mobile, matches and mismatches between identity and status positions ought to become more common and the resulting consumption strategies more sophisticated. This research offers a first, tentative framework for understanding these conflicts in relation to consumption.

Although lifestyle transitions have often been elaborated on in consumer research, the differences between social status transitions and identity transitions, and especially the conflict in-between these two, have not been paid its deserved attention. Based on multi-sited, qualitative data collection, concrete consumption strategies following the experience of status–identity incongruence have been identified. The results also contribute to a better understanding of the growing uncertainty and volatility of social status positions in contemporary middle-class consumer culture.

The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship.

The significance of the topic is reviewed and themes related to the selfie phenomenon and marketplace issues are discussed in connection with extant research. The contributions of each paper are briefly highlighted and discussed.

Although the selfie is a relatively new phenomenon, both marketing practice and scholarship have noticed its prominence in consumer lives and potential for generating marketplace insights. Despite its frequently presumed triviality, the selfie is a multifaceted phenomenon of significance to key marketing areas such as branding, consumer behavior or market research. Possible avenues for future research are outlined.

Key issues relating to research into the selfie phenomenon for marketing scholars are illuminated.