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Schroeder pioneered research at the intersections of branding and visual culture. He has published widely on branding, communication, identity, media history, and visual culture

He teaches courses in visual communication and strategic communication, and 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 and an Advisory Board Member of the Race in the Marketplace Forum. He 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 has held visiting appointments at London School of Economics (Department of Media and Communications), Göteborg University, Sweden (Centre for Consumer Science), University of Auckland, New Zealand (Centre for Digital Enterprise), Bocconi University in Milan (Program in Fashion, Experience, and Design), Indian School of Business, Hyderabad (Marketing Department), Shanghai Institute for Foreign Trade, Walailak University, Thailand, and Wesleyan University (Center for the Humanities).

He serves on the editorial boards of the journals Consumption Markets & Culture, 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, Journal of Promotional Communications, Marketing Theory and Visual Methodologies.

Forthcoming projects include a book Designed for Dancing: How Midcentury Records Taught America to Dance, in production at MIT Press.


Selected papers are available for download at:


Cover art for August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text, and Theatre Schroeder, J. E., Stenport, A. W., and Szalczer, E. (eds.) (2019), August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text, and Theatre, London: Bloomsbury.
Cover art for Designed for Hi-Fi Living Borgerson, J. and Schroeder, J. (2017), Designed for HI-Fi Living: The Vinyl LP in Midcentury America, Cambridge, MA: MIT Press.
Cover art for Brands: Interdisciplinary Perspectives Schroeder, J. E. (ed.) (2015), Brands: Interdisciplinary Perspectives, London: Routledge.
Cover art for The Routledge Companion to Visual Organization Warren, S., Bell, E. and Schroeder, J. (eds.) (2014) The Routledge Companion to Visual Organization, London, Routledge.
Cover art for From Chinese Brand Culture to Global Brands; Insights from Aesthetics: Fashion and History Wu, Z., Borgerson, J. and Schroeder, J. (2013), From Chinese Brand Culture to Global Brands; Insights from Aesthetics: Fashion and History. Basingstoke: Palgrave Macmillan.
Cover art for Conversations on Consumption Schroeder, J. E. (ed.) (2013), Conversations on Consumption, New York: Routledge.
Cover art for Brand Culture Schroeder, J. and Salzer-Mörling, M. (eds.) (2006), Brand Culture, London: Routledge.
Cover art for Visual Consumption Schroeder, J. (2002), Visual Consumption, London and New York: Routledge. (Revised edition, 2005)

Articles and Chapters (selected)

Schroeder, J., Borgerson, J., and Zhiyan, W. (in press), A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands, Journal of Cultural Management Research.

Borgerson, J., Schroeder, J. E. and Wu, Z. (2020), “Branding as Soft Power: Brand Culture and the 2008 Beijing Olympics,” in Kingsley Edney, Ying Zhu and Stan Rosen, eds. Soft Power with Chinese Characteristics: China’s Campaign for Hearts and Minds, New York: Routledge, 117-132.

Borgerson, J. L. and Schroeder, J. E. (2018), Making Skin Visible: How Consumer Culture Imagery Commodifies Identiity, Body & Society, 24, 1/2, 103-136.


Modrak, R. and Schroeder, J. (2017), Performing Skepticism through Parody: Re Made Company’s Media Critique, Afterimage: The Journal of Art and Media Criticism [special issue on Media Literacy in a “Post-Truth” Age], 45, 2/3, 46-51.

Zhiyan, W., Luo, J., Schroeder, J. E., and Borgerson, J. (2017), Forms of Inconspicuous Consumption: What Drives Inconspicuous Luxury Consumption in China?, Marketing Theory, 17 (4), 491-516.

Schroeder, J.E. (2017), Corporate Brands in Perspective: A Typology, European Journal of Marketing, 51 (9/10), 1522-1529.

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. E. (2015), “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, 388-390.

Schroeder, J. E. (2015) "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.

Martin, K. N., and Schroeder, J. E. (2014), When Images Cause Trouble, Special Issue Introduction, Visual Communication Quarterly, 21, 184-185.

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, available:

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.

Special Issues

Journal of Historical Research in Marketing, Special issue on the Formation of Non-Western Markets and Consumer Cultures [with Eminigül Karababa], Vol. 11, no. 3, 2019

European Journal of Marketing, special section on The Selfie Phenomenon – Consumer Identities in the Social Media Marketplace [with Richard Kedzior and Douglas E. Allen], Vol 50, nos 9/10, 2016

Consumption Markets & Culture, special issue on Communicating Identity/ Consuming Difference, Vol. 18, no. 6, 2015

Visual Communication Quarterly, special issue on When Images Cause Trouble [with Kelly Norris Martin], Vol. 21, no. 4, 2014

Scandinavian Journal of Management, special issue on Being Branded [with Jonathan Gosling and Katie Sullivan], Vol. 29, no. 2, 2013

Marketing Theory, special issue on Aesthetics, Images, and Vision, Vol. 6, no. 1, 2006

Consumption, Markets & Culture, special issue on Gender and Identity, Vol. 6, no. 1, 2003