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Faculty & Staff

Jonathan Schroeder

William A. Kern Professor in Communications
3014 Eastman Hall
BA, University of Michigan; MA and Ph.D. University of California, Berkeley

Professor Schroeder has a B.A. in Psychology from the University of Michigan and an M.A. and Ph.D. in Social Psychology from the University of California, Berkeley, and he did postdoctoral work at Rhode Island School of Design. He joined RIT in 2010

He has published widely on branding, communication, consumer research, and identity. His current research involves four intersecting areas: branding, ethics of representation, midcentury media, and visual communication – photography, in particular. He is the author of Visual Consumption (Routledge, 2002); co-author of From Chinese Brand Culture to Global Brands (Palgrave Macmillan, 2013), and Designed for Hi-Fi Living: The Vinyl LP in Midcentury America (MIT Press, 2017), editor of Conversations on Consumption (Routledge, 2013) and Brands: Interdisciplinary Perspectives (2014) and co-editor of Brand Culture (Routledge, 2006) and the Routledge Companion to Visual Organization (2014).

Ongoing projects include an edited book on August Strindberg and Visual Culture, and research on soft power, selfies, and branding. He is editor at large of the interdisciplinary journal Consumption Markets & Culture, and serves on the editorial boards of the journals Advertising and Society Review, Critical Studies in Fashion and Beauty, European Journal of Marketing, International Journal of Indian Culture and Business Management, Journal of Business Research, Journal of Historical Research in Marketing, Journal of Macromarketing, Marketing Theory, and Visual Methodologies.

He has held visiting appointments at Wesleyan University (Center for the Humanities), Göteborg University, Sweden (Centre for Consumer Science), University of Auckland, New Zealand (Centre for Digital Enterprise), Bocconi University in Milan, Italy (Program in Fashion, Experience, and Design), Indian School of Business, Hyderabad (Marketing Department), Shanghai Institute for Foreign Trade, Walailak University, Thailand, and London School of Economics (Department of Media and Communications).

Professor Schroeder is a frequent speaker at academic and industry seminars, as well as a regular media commentator. He is a founding member of the International Network of Visual Studies in Organization, a Fellow of the Institute of Brands and Brand Relationships, and serves on the Advisory Board of the Race in the Marketplace Forum.


For more information, see the Kern Endowment in Communications website:



Borgerson, J., and Schroeder, J. (2017), Designed for Hi-Fi Living: The Vinyl LP in Midcentury America. Cambridge, MA: MIT Press.

Schroeder, J. E. (ed.) (2015), Brands: Interdisciplinary Perspectives, London: Routledge.

Warren, S., Bell, E. and Schroeder, J. (eds.) (2013) Routledge Companion to Visual Organization, London, Routledge

Wu, Z., Borgerson, J. and Schroeder, J. (2013) From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion and History. Basingstoke: Palgrave Macmillan.

Schroeder, J. E. (ed.)  (2013), Conversations on Consumption, New York: Routledge.

Schroeder, J., and Salzer-Mörling, M. (eds.) (2006) Brand Culture. London: Routledge.

Schroeder, J. (2002), Visual Consumption, London and New York: Routledge.(Revised edition, 2005)

Articles and Chapters (selected)

Borgerson, J. L. and Schroeder, J. E. (2018), Making Skin Visible: How Consumer Culture Imagery Commodifies Identiity, Body & Society, in press.

Schroeder, J.E. (2017), Corporate Brands in Perspective: A Typology, European Journal of Marketing, in press.

Zhiyan, W., Luo, J., Schroeder, J. E., and Borgerson, J. (2017), Forms of Inconspicuous Consumption: What Drives Inconspicuous Luxury Consumption in China?, Marketing Theory, in press

Borgerson, J. and Schroeder, J. (2017), “Hawaii: A Historical Exemplar of Audio Branding,” in Audio Branding: Using Sound to Build Your Brand, by Laurence Minsky and Collen Fahey, 162-170, London: Kogan-Page.

Keinan, A., Crener, S., Xu, J., Borgerson, J., Schroeder, J., and Wu, Z. (2017), Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand, Harvard Business School Case Study 517-032.

Pongsakornrungsilp, S. and Schroeder, J. (2017), “Consumers and Brands: How Consumers Co-create,” in Margit Keller, Bente Halkier, Terhi-Anna Wilska, and Monica Truninger, eds. Routledge Handbook on Consumption, London: Routledge, 89-101.

Kedzior, R., Allen, D. and Schroeder, J. (2016), The Selfie Phenomenon – Consumer Identities in the Social Media Marketplace, European Journal of Marketing, 50 (9/10), 1767-1772.

Iqani, M. and Schroeder, J. E. (2016), #selfie: Digital self-portraits as commodity form and consumption practice, Consumption Markets & Culture, 19 (5), 405-415.

Schroeder, J., Borgerson, J. and Wu, Z. (2016), “Cultural Perspectives on Global Branding,” in Francesca Dall'Olmo Riley, Jaywant Singh and Charles Blankson, eds. Routledge Companion to Brand Management, 153-163.

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.

Schroeder, J. E. (2015), Communicating Identity/Consuming Difference. Consumption Markets & Culture, 18 (6), 485-489.

Schroeder, J. E., Borgerson, J. L. and Wu, Z. (2015), A Brand Culture Approach to Chinese Cultural Heritage Brands, Journal of Brand Management, 22 (3), 261-279.

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.

Schroeder, J. E.  (2015), “Brand Culture,” in Wiley-Blackwell Encyclopedia of Sociology, 2nd Edition, George Ritzer (ed.), Oxford: Wiley-Blackwell.

Schroeder, J. E.  (2015), “Visual Consumption,” in Wiley-Blackwell Encyclopedia of Sociology, 2nd Edition, George Ritzer (ed.), Oxford: Wiley-Blackwell.

Schroeder, J., Borgerson,  J. and Wu, Z. (2014), “A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands,” Advances in Consumer Research, 42, 366-370.

Schroeder, J. E. (2014), Brands and Branding, in D. Cook and M. J. Ryan, eds., Wiley-Blackwell Concise Encyclopedia of Consumption and Consumer Studies, New York: Wiley and Sons.

Schroeder, J. E. (2014) “Semiotics.” In Wiley Encyclopedia of Management 3rd ed, edited by Cary Cooper. New York: Wiley and Sons.

Wu, Z., Borgerson, J. and Schroeder, J. (2013), A Brand Culture Approach to Chinese Branding in the Global Marketplace, World Financial Review, November-December, 29-31.

Schroeder, J. E. (2013) “Missing Morris: Reminiscences, Retrospection, and Rigorous Research” in Nostalgia and Age-Related Preferences (Legends in Consumer Research: Morris Holbrook, Volume 6), edited by Robert Schindler, Thousand Oaks, CA: Sage.

Schroeder, J. E. (2013) “The Passions and Publications of Russell Belk,” in An Alternative Approach: Re-Enchanting Consumption (Legends in Consumer Behavior: Russell Belk, Volume 2), edited by John F. Sherry, Jr, Thousand Oaks, CA: Sage.

Zwick, D. and Schroeder, J. E. (2013) “Stock Trading in the Digital Age: Speed, Agency, and the Entrepreneurial Consumer,” in The Routledge Companion to Digital Consumption, Russell Belk and Rosa Llamas (eds.), New York: Routledge, 208-222.

Sullivan, K., Gosling, J. and Schroeder, J. (2013) Being Branded: Introduction to the Special Issue, Scandinavian Journal of Management, 29, 121-122.

Schroeder, J. E. (2013) Snapshot Aesthetics and the Strategic Imagination, In Visible Culture, available:

Schroeder, J. E. and Borgerson, J. L. (2012) “Packaging Paradise: Organizing Representations of Hawaii,” in A. Prasad, ed., Against the Grain: Advances in Postcolonial Organization Studies, Copenhagen: Copenhagen Business School Press, 32-53.

Schroeder, J. E. (2012) “Style and Strategy: Snapshot Aesthetics in Brand Culture,” in Imagining Organisations: Performative Imagery in Business and Beyond, C. McLean, P. Quattrone, F-R. Puyou, and N. Thrift (eds.), London: Routledge, 129-151

Pongsakornrungsilp, S. and Schroeder, J. E. (2011), Understanding Value Co-creation in a Co-consuming Brand Community, Marketing Theory, 11 (3), 303-324.

Schroeder, J. E. (2011), “Brand Culture,” in Concise Encyclopedia of Sociology, George Ritzer and J. Michael Ryan, ed, Oxford: Wiley-Blackwell, 41-42.

Campbell, N. and Schroeder, J. E. (2011), “Visual Culture,” in Encyclopedia of Consumer Culture, D. Southerton, ed. Thousand Oaks, CA: Sage.

Schroeder, J. E. (2011) “Value Creation and the Visual Consumer,” in Beyond the Consumption Bubble, K. Ekström and K. Glans, eds, London: Routledge, 137-148.

Puntoni, S., Schroeder, J. E. and Ritson, M. (2010), Meaning Matters: Polysemy in Advertising, Journal of Advertising, 39, 51-64.

Buchanan-Oliver, M., Cruz, A. and Schroeder, J. E. (2010), Shaping the Body and Technology: Discursive Implications for the Strategic Communication of Technological Brands, European Journal of Marketing, 44, 635-652.

Patterson, M., and J. E. Schroeder (2010), “Borderlines: Skin, Tattoos, and Consumer Culture Theory.” Marketing Theory, 10.3, 253-267.

Zhiyan, W., J. Borgerson, and J. Schroeder (2010), “Fashion Systems and Historical Culture in the Development of Chinese Global Branding.” Advances in Consumer Research, 199-201

Schroeder, J. E. and Fillis, I. (2010), “Aesthetic Leadership”, in Political and Civic Leadership: A Reference Handbook, Richard Couto, ed. London: Sage, 1063- 1070.

Borgerson, J., Schroeder, J. E., Escudero Magnusson, M. and Magnusson, F. (2009), Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton, Business Ethics – A European Review, 18, 209-223.

Schroeder, J. E. (2009), The Cultural Codes of Branding, Marketing Theory, 9, 123-126.

Schroeder, J. E. (2008), “Fetishization,” in International Encyclopedia of Communication, vol. 4, W. Donsbach, ed., Oxford: Wiley-Blackwell, 1803-1808.

Schroeder, J. E. (2008), “Brand Culture: Trade Marks, Marketing and Consumption”, in Trade Marks and Brands: An Interdisciplinary Critique, L. Bently, J. Davis and J. Ginsburg, eds., Cambridge: Cambridge University Press, 161-176.

Denegri-Knott, J., Zwick, D. and Schroeder, J.E. (2006), Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research, European Journal of Marketing, 40, 9/10, 950-971.

Schroeder, J.E. and Borgerson, J. L. (2005), An Ethics of Representation for International Marketing Communication, International Marketing Review, 22, 578-600.

Schroeder, J.E. (2005), The Artist and the Brand, European Journal of Marketing, 39, 1291-1305.

Schroeder, J. E. and Zwick, D. (2004), Mirrors of Masculinity: Representation and Identity in Marketing Communication, Consumption Markets & Culture, 7, 21-52.

Internet Content (a sample)

“Visions of Hi-Fi Life in Midcentury Media: The LP as Pedagogical Object [Janet L. Borgerson and Jonathan E. Schroeder], 2017, London School of Economics, Media@LSE Working Paper #44.

“Vintage vinyl can tell us about Cold War tensions and cultural diplomacy,” [Jonathan Schroeder and Janet Borgerson], 2017, London School of Economics, American Politics and Policy blog,

“Shanghai Tang: China’s Aspiring Global Fashion Brand,” [Jonathan Schroeder, Janet Borgerson, and Zhiyan Wu], 2015, China Policy Institute Blog, hosted by Nottingham University,

Adventures in Sound: A Grand Tour on Vinyl,” [Janet Borgerson and Jonathan Schroeder] 2014, Material World Blog,

Music for Gracious Living: Learning about Lifestyle from LPs,” [Janet Borgerson and Jonathan Schroeder] 2013, Material World Blog,

Inspire – Visual Issues in Organization researcher development site, 2012, project team member and contributor,

“Packaging Paradise: Sonic Branding of the South Pacific” [Janet Borgerson and Jonathan Schroeder] 2008, Material World Blog,

“The Pleasures of the Used Text: Revealing Traces of Consumption,” [Janet Borgerson and Jonathan Schroeder] 2007, Material World Blog,