Jonathan Schroeder Headshot

Jonathan Schroeder

William A Kern Professor
Dean’s Office
College of Liberal Arts

585-475-2703
Office Location
Office Mailing Address
3014 Eastman Building

Jonathan Schroeder

William A Kern Professor
Dean’s Office
College of Liberal Arts

Education

BA, University of Michigan; MA, Ph.D., University of California at Berkeley

Bio

Professor Schroeder has published widely on the intersections of branding, identity, media, and visual culture. He teaches courses in Strategic Communication and Visual Communication. He also chairs the Kern Conference in Visual Communication and organizes the Kern Speaker Series at RIT.

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), the Indian School of Business, Hyderabad (Marketing Department), and Wesleyan University (Center for the Humanities).

Professor Schroeder is a frequent speaker at academic and industry seminars, as well as a regular media commentator. He is a Trustee of the George Eastman Museum, a Fellow of the Institute for Brands and Brand Relationships, 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 serves on the editorial boards of the journals Consumption Markets & Culture, Critical Studies in Fashion and Beauty, European Journal of Marketing, Innovative 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.

For more information, see: http://www.rit.edu/cla/kern/

585-475-2703

Currently Teaching

COMM-341
3 Credits
This course is an introduction to the study of visual communication. The iconic and symbolic demonstration of visual images used in a variety of media is stressed. The major goal of the course is to examine visual messages as a form of intentional communication that seeks to inform, persuade, and entertain specific target audiences.
COMM-714
3 Credits
Strategic Communication will consist of a topical look at strategic communication, focusing upon marketing, photography, and internet. We will examine the growing interdisciplinary interest in strategic communication via a series of readings and exercises from visual studies, branding, and photography. We will look at how visual communication 'works' strategically, and assignments call for analysis and insight into a theme of strategic communication. Thus, we will do some writing about classic and contemporary communication. This is not meant to be a basic course in advertising or marketing communication; rather we look at strategic communication from several different perspectives to gain understanding of its role in both organizations and society.

Select Scholarship

Journal Paper
Borgerson, Janet and Jonathan Schroeder. "Making Skin Visible: How Consumer Culture Imagery Commodifies Identity." Body & Society 24. 1-2 (2018): 103-136. Print.
Borgerson, Janet and Jonathan Schroeder. "Review of Vinyl Freak: Love Letters to a Dying Medium, by John Corbett." Popular Music and Society 41. 1 (2018): 89-90. Print.
Schroeder, Jonathan E. "Corporate Branding in Perspective: A Typology." European Journal of Marketing 51. 9/103 (2017): 1522-1529. Print.
Wu, Zhiyan, et al. "Forms of Inconspicuous Consumption: What Drives Inconspicuous Luxury Consumption in China?" Marketing Theory 17. 4 (2017): 491-516. Print.
Modrak, Rebekah and Jonathan Schroeder. "Performing Skepticism Through Parody: Re Made Company's Media Critique." Afterimage: The Journal of Arts and Media Criticism 45. 2/3 (2017): 47-51. Print.
Iqani, Mehita and Jonathan E Schroeder. "#Selfie: Digital Self-portraits as Commodity Form and Consumption Practice." Consumption Markets & Culture 19. 5 (2016): 405-415. Print.
Kedzior, Richard, Douglas E. Allen, and Jonathan E Schroeder. "The Selfie Phenomenon — Consumer Identities in the Social Media Marketplace." European Journal of Marketing 50. 9/10 (2016): 1767-1772. Print.
Schroeder, Jonathan. "Editorial." Consumption Markets & Culture 19. 6 (2016): 509-510. Print.
Schroeder, Jonathan E. and Janet L. Borgerson. "Critical Visual Analysis of Gender: Reactions and Reflections." Journal of Marketing Management 31. 15-16 (2015): 1723-1731. Print.
Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "A Brand Culture Approach to Chinese Cultural Heritage Brands." Journal of Brand Management 22. 3 (2015): 261-279. Print.
Schroeder, Jonathan E. "Communicating Identity/Consuming Difference." Consumption Markets & Culture 18. 6 (2015): 485-489. Print.
Schroeder, Jonathan E. "Editorial." Consumption Markets & Culture 18. 4 (2015): 297. Print.
Iqani, Mehita and Jonathan E Schroeder. "#Selfie: Digital Self-portraits as Commodity Form and Consumption Practice." Consumption Markets & Culture. (2015): 1-12. Web.
Schroeder, Jonathan E., Janet L. Borgerson, and Zhiyan Wu. "A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands." Advances in Consumer Research 42. (2014): 366-370. Print.
Schroeder, Jonathan E. "Editorial." Consumption Markets & Culture 17. 1 (2014): 1. Print.
Schroeder, Jonathan E. "Editorial." Consumption Markets & Culture 17. 6 (2014): 519-521. Print.
Martin, Kelly Norris and Jonathan E Schroeder. "Introduction: When Images Cause Trouble." Visual Communication Quarterly 21. October-December (2014): 184-185. Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "A Brand Culture Approach to Chinese Branding in the Global Marketplace." World Financial Review. November-December (2013): 29-31. Web.
Schroeder, Jonathan. "Snapshot Aesthetics and the Strategic Imagination." InVisible Culture 18. (2013): 1-25. Web.
Sullivan, Katie, Jonathan Gosling, and Jonathan Schroeder. "Being Branded." Scandinavian Journal of Management 29. (2013): 121-122. Print.
Schroeder, Jonathan E. "Editorial." Consumption Markets & Culture 15. 3 (2012): 259. Print.
Pongsakornrungsilp, Siwarit and Jonathan Schroeder. "Understanding Value Co-Creation in a Co-Consuming Brand Community." Marketing Theory 11. 3 (2011): 303-324. Print.
Full Length Book
Schroeder, Jonathan, Anna Westerthal Stenport, and Ezster Szalczer, eds. August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text and Theatre. New York, NY: Bloomsbury, 2018. Print.
Borgerson, Janet and Jonathan Schroeder. Designed for Hi-Fi Living: The Vinyl LP in Midcentury America. Cambridge, MA: MIT Press, 2017. Print.
Schroeder, Jonathan E. Brands: Interdisciplinary Perspectives. New York, NY: Routledge, 2014. Print.
Bell, Emma, Samantha Warren, and Jonathan Schroeder. The Routledge Companion to Visual Organization. Oxford, UK: Routledge, 2014. Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. From Chinese Brand Culture to Global Brands: Insights from Aesthetics, Fashion, and History. New York, NY: Palgrave Macmillan, 2013. Print.
Schroeder, Jonathan E., ed. Conversations on Consumption. London, UK: Routledge, 2013. Print.
Invited Article/Publication
Schroeder, Jonathan and Janet Borgerson. "How Stereo was First Sold to a Skeptical Public." The Conversation. (2018). Web.
Schroeder, Jonathan and Janet Borgerson. "Midcentury Visions of Christmas in New York." Medium. (2018). Web.
Schroeder, Jonathan and Janet Borgerson. "Elections and Patriotism on Midcentury Vinyl." MIT Press blog. (2018). Web.
Keinan, Anat, et al. "Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand." Harvard Business School Case Study. (2017). Print.
Borgerson, Janet L. and Jonathan E. Schroeder. "Visions of Hi-Fi Life in Midcentury Media: The LP as Pedagogical Object,." Media@LSE Working Paper Series. (2017). Web.
Borgerson, Janet and Jonathan Schroeder. "Vintage Vinyl Can Tell Us About Cold War Tensions and Cultural Diplomacy." USApp — American Politics and Policy Blog. (2017). Web.
Invited Keynote/Presentation
Schroeder, Jonathan and Janet Borgerson. "Designed for Hi-Fi Living: The Vinyl LP in Midcentury America." Arthur Zankel Lecture. Skidmore College. Saratoga Springs, NY. 15 Nov. 2018. Lecture.
Schroeder, Jonathan. "August Strindberg and Visual Culture." Art Initative. Stockholm School of Economics. Stockholm, Sweden. 30 Oct. 2018. Lecture.
Borgerson, Janet and Jonathan Schroeder. "Designed for Hi-Fi Living: The Vinyl LP in Midcentury America." Modernism Week. Palm Springs Modernism Week. Palm Springs, CA. 17 Feb. 2018. Lecture.
Schroeder, Jonathan and Janet Borgerson. "Designed for Hi-Fi Living: The Vinyl LP in Midcentury America." Advanced Management Seminars. Bath University. Bath, UK. 11 Apr. 2018. Lecture.
Schroeder, Jonathan. "Art, Humor, and Parody in Consumer Culture Research: The Case of Re Made." Consumer Culture Theory Conference. University of California-Irvine. Anaheim, CA. 10 Jul. 2017. Conference Presentation.
Borgerson, Janet and Jonathan Schroeder. "Designed for Hi-Fi LIving: The Vinyl LP in Midcentury America." Tuscon Modernism Week. Tucson Historic Preservation Association. Tucson, AZ. 14 Oct. 2017. Keynote Speech.
Borgerson, Janet and Jonathan Schroeder. "Designed for Hi-Fi LIving: The Vinyl LP in Midcentury America." Visual Communication Conference. Seattle Pacific University. Whidbey Island, WA. 22 Jun. 2017. Conference Presentation.
Schroeder, Jonathan. "Brands and the Visual." Visualizing Research. EM Lyon. Lyon, France. 10 May 2017. Keynote Speech.
Borgerson, Janet and Jonathan Schroeder. "Designed for Hi-Fi LIving: The Vinyl LP in Midcentury America." MIT Press book talk series. The Collective UK. London, UK. 20 Nov. 2017. Lecture.
Borgerson, Janet and Jonathan Schroeder. "Designed for Hi-Fi LIving: The Vinyl LP in Midcentury America." School of Management Seminar Series. Royal Holloway, University of London. London, UK. 21 Nov. 2017. Lecture.
Schroeder, Jonathan. "The Selfie in Consumer Culture." Digital Consumption Symposium. Cass Business School, City University London. London, UK. 21 Oct. 2016. Lecture.
Schroeder, Jonathan and Janet Borgerson. "Chinese Cultural Heritage Brands: Emerging Global Luxury." Advanced Marketing Seminars. University of Exeter. Exeter, UK. 21 Oct. 2015. Lecture.
Schroeder, Jonathan. "The Selfie in Consumer Culture: Conceptual Insights and Case Studies." Consumer Culture Theory Conference. Consumer Culture Theory Consortium. Fayetteville, AK. 19 Jul. 2015. Conference Presentation.
Schroeder, Jonathan. "Brands, Photography and the Strategic Imagination: From Snapshot to Selfie." Medill School of Journalism, Media, and Integrated Marketing Communication Speaker Series. Northwestern University. Evanston, IL. 6 Feb. 2015. Guest Lecture.
Schroeder, Jonathan E. "Brand Culture: Concepts and Case Studies." International Conference on Creative Industries and Cultural Economics. Graduate Institute of Creative Industries, Shih Chien University. Taipei, Taiwan. 20 Mar. 2014. Keynote Speech.
Schroeder, Jonathan and Janet Borgerson. "Designed for Hi-Fi Living: Records of Mid-Century America." Bridge Program for Entrepreneurship, Innovation and Production. Linnaeus University. Vaxjo, Sweden. 7 Oct. 2014. Guest Lecture.
Schroeder, Jonathan E. "Perspectives in Brand Culture." Brands and Brand Relationships Conference. Boston University School of Management. Boston, MA. 22 May 2014. Conference Presentation.
Schroeder, Jonathan E. "Communicating Identity/Consuming Difference." Making a Difference Workshop. Handelsbanken Foundation, Sweden. Sandwich, MA. 6 Jun. 2014. Conference Presentation.
Schroeder, Jonathan E. "Snapshot Aesthetics and the Strategic Imagination." Moody School of Communication Seminar Series. University of Texas at Austin. Austin, TX. 1 Dec. 2014. Lecture.
Schroeder, Jonathan E and Janet L Borgerson. "Interdisciplinary Looks at Representation and Identity." William A. Kern Conference in Visual Communication. Rochester Institute of Technology. Rochester, NY. 25 Apr. 2014. Conference Presentation.
Schroeder, Jonathan E. "The Snapshot in Consumer Culture: A Look at Authenticity and Visual Style." Consumer Culture Theory Conference. Aalto University. Helsinki, Finland. 27 Jun. 2014. Conference Presentation.
Borgerson, Janet L and Jonathan E Schroeder. "From Chinese Brand Culture to Global Brands." Integrated Marketing Communication Seminars. Medill School of Journalism, Northwestern University. Chicago, IL. 19 Aug. 2014. Guest Lecture.
Borgerson, Janet and Jonathan Schroeder. "Materiality and Identity." After Taste Symposium: The Atmosphere of Objects. Parsons The New School for Design. New York, NY. 23 Feb. 2013. Keynote Speech.
Schroeder, Jonathan. "Thoughts on Co-creation of Value." Anthropology of Markets & Consumption Conference. University of California, Irvine. Irvine, CA. 7 Mar. 2013. Conference Presentation.
Schroeder, Jonathan. "Visual Research." Consumer Culture Theory Conference. University of Arizona. Tucson, AZ. 14 Jun. 2013. Conference Presentation.
Schroeder, Jonathan and Janet Borgerson. "Visual and Aural Imaginations of Home: Constructing a Consumer Vision of Contemporary Lifestyle." Consumer Culture Theory Conference. University of Arizona. Tucson, AZ. 14 Jun. 2013. Conference Presentation.
Schroeder, Jonathan. "Reflections on Writing." Critical Research in Consumer Culture Network. University of Witwatersrand. Johannesburg, South Africa. 2 Sep. 2013. Keynote Speech.
Schroeder, Jonathan. "Critical Visual Analysis: Toward an Ethics of Representation." Institute for the Humanities in Africa. University of Cape Town. Cape Town, South Africa. 9 Sep. 2013. Lecture.
Schroeder, Jonathan. "Snapshot Aesthetics and the Strategic Imagination." Critical Research in Consumer Culture Network. University of Witwatersrand, Department of Media Studies. Johannesburg, South Africa. 11 Sep. 2013. Lecture.
Schroeder, Jonathan. "International Publishing." Centre for Cultural and Media Studies. University of KwaZulu-Natal. Durban, South Africa. 13 Sep. 2013. Lecture.
Borgerson, Janet and Jonathan Schroeder. "Interdisciplinary Looks at Representation and Identity." Department of Media and Communications Research Seminars. London School of Economics. London, UK. 24 Oct. 2013. Lecture.
Schroeder, Jonathan. "Visual Data Analysis." Consumer Culture Theory Workshop. Consumer Culture Theory Consortium. Tucson, AZ. 17 Jun. 2013. Keynote Speech.
Schroeder, Jonathan. "Publishing in Consumption Markets & Culture." Association for Consumer Research Conference. Association for Consumer Research. Chicago, IL. 6 Oct. 2013. Conference Presentation.
Schroeder, Jonathan E. and Janet L. Borgerson. "Aestheticized Atrocity in Brand Culture." Aesthetics of Atrocity Symposium. Visual Studies Workshop. Rochester, NY. 7 Mar. 2012. Lecture.
Schroeder, Jonathan E. "Strindberg and the Pictorial Urge." Strindberg: Author, Visual Artist, Playwright Centennial Symposium. Rochester Institute of Technology/Swedish Institute. Rochester, NY. 23 Mar. 2012. Lecture.
Schroeder, Jonathan E. "Visual Analysis." International Network of Visual Studies in Organisations. Economic and Social Research Council, UK. London, UK. 22 May 2012. Lecture.
Schroeder, Jonathan E. "Visual Paradigms of Consumption." Nordic Conference on Consumer Research. Gothenburg University. Gothenburg, Sweden. 30 May 2012. Keynote Speech.
Schroeder, Jonathan E. and Janet L. Borgerson. "Gender in Paradise." Conference on Gender, Marketing, and Consumer Behavior. Association of Consumer Research. Queenstown, New Zealand. 6 Jul. 2012. Keynote Speech.
Schroeder, Jonathan E. "Critical Visual Analysis." Research Roundtable of Visual Ethnography. University of Auckland Business School. Auckland, New Zealand. 12 Jul. 2012. Lecture.
Schroeder, Jonathan E. and Janet L. Borgerson. "Sonic Branding in the South Pacific." Branding Workshop. Fudan University. Shanghai, China. 9 Oct. 2012. Guest Lecture.
Schroeder, Jonathan E. and Janet L. Borgerson. "Skin and Identity." Asia-Pacific Association of Consumer Research. Association of Consumer Research. Queenstown, New Zealand. 8 Jul. 2012. Conference Presentation.
Schroeder, Jonathan E. and Janet L. Borgerson. "Toward a Philosophy of Skin: Invoking Critical Race Studies in Consumer Culture." Academy of Management Annual Conference. Academy of Management. Boston, MA. 5 Aug. 2012. Conference Presentation.
Schroeder, Jonathan E. and Janet L. Borgerson. "From Chinese Brand Culture to Global Brands." International Symposium of Consumer Culture Theory in Thailand. Walailak University. Nakhon Si Thammarat, Thailand. 18 Oct. 2012. Keynote Speech.
Schroeder, Jonathan E. "Brand Culture: How Brands Work to Produce Meaning and Value." Emerging Issues and Trends in Marketing Research. Shanghai Institute of Foreign Trade. Shanghai, China. 12 Oct. 2012. Guest Lecture.
Schroeder, Jonathan E. "Snapshot Aesthetics in Brand Culture." Research Week. University of Edinburgh Business School. Edinburgh, UK. 4 Feb. 2012. Keynote Speech.
Schroeder, Jonathan. "Snapshot Aesthetics in Brand Culture." Making Sense of Visual Culture. Graduate Program in Visual and Cultural Studies. Rochester, NY. 2 Apr. 2011. Conference Presentation.
Schroeder, Jonathan. "Snapshot Aesthetics in Brand Culture." Marketing Seminar Series. Schulich School of Business. York University, Toronto, Ontario. 30 Jan. 2011. Lecture.
Schroeder, Jonathan. "Brand Culture: How Brands Work to Produce Meaning and Value." Insight Seminars. Truth Branding Agency. Charterhouse Street, London, UK. 2 Jun. 2011. Keynote Speech.
Schroeder, Jonathan. "The Artist as Brand Manager." Arts Seminar. Arts Management Program. University at Buffalo, Buffalo, NY. 25 Oct. 2011. Lecture.
Schroeder, Jonathan. "Images in Brand Culture." Masters course. Advertising and Public Relations Department. Stockholm University, Stockholm, Sweden. 2 Nov. 2011. Lecture.
Schroeder, Jonathan and Janet Borgerson. "Skin Signs: Fashioning Identity in Consumer Culture." Department Speaker Series. Center for Fashion Studies. Stockholm University, Stockholm, Sweden. 4 Nov. 2011. Lecture.
Taalas, Saara, Marcus Lindahl, and Jonathan Schroeder. "Another Side of Knowledge Work." European Group for Organization Studies. Gothenburg University. School of Business, Economics, and Law, Gothenburg, Sweden. 8 Jul. 2011. Conference Presentation.
Schroeder, Jonathan. "Disposing: Constructing and Structuring Consumption." Association for Consumer Research Annual Conference. ACR. Hyatt Hotel, St. Louis, MO. 14 Oct. 2011. Conference Presentation.
Book Chapter
Szalczer, Eszter, Anna Westerthal Stenport, and Jonathan Schroeder. "Introduction: Visual Culture, August Strindberg, and The Double Image of Modernity." August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text and Theatre. Ed. Jonathan Schroeder, Anna Westerthal Stenport, and Eszter Szalczer. New York, NY: Bloomsbury, 2018. 1-17. Print.
Schroeder, Jonathan. "Robert Wilson’s Photographic Elements of A Dream Play." August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text and Theatre. Ed. Jonathan Schroeder, Anna Westerthal Stenport, and Eszter Szalczer. New York, NY: New York, 2018. 135-140. Print.
Pongsakornrungsilp, Siwarit and Jonathan E. Schroeder. "Consumers and Brands: How Consumers Co-Create." Routledge Handbook on Consumption. Ed. Margit Keller, et al. London, UK: Routledge, 2017. 89-101. Print.
Borgerson, Janet and Jonathan Schroeder. "Hawaii: A Historical Exemplar of Audio Branding." Audio Branding: Using Sound to Build Your Brand. Ed. Laurence Minsky and Collen Fahey. London, UK: Kogan-Page, 2017. 162-170. Print.
Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "A Brand Culture Perspective on Global Brands." The Routledge Companion to Contemporary Brand Management. Ed. Francesca Dall'Olmo Riley, Jaywant Singh, and Charles Blankson. London, UK: Routledge, 2016. 153-163. Print.
Schroeder, Jonathan E. "Introduction." Brands: Interdisciplinary Perspectives. Ed. Jonathan E. Schroeder. New York, NY: Routledge, 2015. 1-10. Print.
Schroeder, Jonathan E. "Brands, Photography, and Strategy." Strong Brands, Strong Relationships. Ed. Susan Fournier, Michael Breazeale, and Jill Avery. New York, NY: Routledge, 2015. 406-408. Print.
Schroeder, Jonathan E. "Missing Morris: Reminiscences, Retrospection, and Rigorous Research." Legends in Consumer Research: Morris Holbrook, Volume 6. Ed. Robert Schindler. Thousand Oaks, CA: Sage, 2015. 388-390. Print.
Schroeder, Jonathan E. "Aesthetics Awry: The Painter of Light and the Commodification of Artistic Values." Brands: Interdisciplinary Perspectives. Ed. Jonathan E. Schroeder. New York, NY: Routledge, 2015. 311-324. Print.
Schroeder, Jonathan E. "Visual Consumption." The Blackwell Encyclopedia of Sociology, 2nd Edition. Ed. George Ritzer. Oxford, UK: John Wiley & Sons, 2015. 1-4. Web.
Schroeder, Jonathan E. "Brand Culture." The Blackwell Encyclopedia of Sociology, 2nd Edition. Ed. George Ritzer. Oxford, UK: John Wiley & Sons, 2015. 1-3. Web.
Schroeder, Jonathan E. "Foreword." Dance, Consumerism, and Spirituality. Basingstoke, UK: Palgrave-Macmillan, 2014. xi-xiv. Print.
Schroeder, Jonathan E. "Semiotics." Wiley Encyclopedia of Management 3rd ed. Ed. Cary Cooper. New York, NY: Wiley and Sons, 2014. 512-513. Web.
Schroeder, Jonathan E. "Brands and Branding." Wiley-Blackwell Concise Encyclopedia of Consumption and Consumer Studies. Ed. Dan Cook and Michael J. Ryan. New York, NY: Wiley and Sons, 2014. 76-78. Web.
Schroeder, Jonathan. "Brand Culture." Blackwell Encyclopedia of Sociology. Ed. George Ritzer. London, UK: Blackwell, 2013. 1-5. Web.
Zwick, Detlev and Jonathan Schroeder. "Stock Trading in the Digital Age: Speed, Agency, and the Entrepreneurial Consumer." Routledge Companion to Digital Consumption. Ed. Russell Belk and Rosa Llamas. New York, NY: Routledge, 2013. 208-222. Print.
Schroeder, Jonathan and Jane Davison. "An Introduction to Obtaining Copyright Permissions." Inspire: Researcher Development Initiative. London, UK: Economic and Social Research Council, 2013. 1-10. Web.
Campbell, Norah and Jonathan Schroeder. "Introduction to Visual Culture." Inspire: Researcher Development Initiative. London, UK: Economic and Social Research Council, 2013. 1-17. Web.
Schroeder, Jonathan E. and Janet L. Borgerson. "Packaging Paradise: Organizing Representations of Hawaii." Against the Grain: Advances in Postcolonial Organization Studies. Ed. A. Prasad. Copenhagen, Denmark: Copenhagen Business School Press, 2012. 32-53. Print.
Schroeder, Jonathan E. "Style and Strategy: Snapshot Aesthetics in Brand Culture." Imagining Organisations: Performative Imagery in Business and Beyond. Ed. C. McLean, et al. London, UK: Routledge, 2012. 129-151. Print.
Schroeder, Jonathan. "Brand Culture." Concise Encyclopedia of Sociology. Ed. George Ritzer. Thousand Oaks, CA: Sage, 2011. 41-42. Print.
Campbell, Norah and Jonathan Schroeder. "Visual Culture." Encyclopedia of Consumer Culture. Ed. Dale Southerton. Thousand Oaks, CA: Sage, 2011. 100-121. Web.
Schroeder, Jonathan. "Value Creation and the Visual Consumer." Beyond the Consumption Bubble. Ed. Karin Ekstom and Kay Glans. London: Routledge, 2011. 137-148. Print.
Journal Editor
Schroeder, Jonathan E., ed. Consumption Markets & Culture. London: Routledge, 2017. Print.
Schroeder, Jonathan E, ed. Consumption Markets & Culture. New York: Routledge, 2016. Print.
Schroeder, Kedzior, Richard, Douglas E. Allen, and Jonathan E, ed. European Journal of Marketing - Special Issue. Bingley, UK: Emerald, 2016. Print.
Schroeder, Jonathan E., ed. Consumption Markets & Culture. Oxford, UK: Routledge, 2015. Print.
Schroeder, Jonathan E, ed. Consumption Markets & Culture - Special Issue: Communicating Identity/Consuming Difference. Oxford: Routledge, 2015. Print.
Schroeder, Jonathan E., ed. Consumption Markets & Culture. Oxford: Taylor and Francis, 2014. Print.
Martin, Kelly Norris and Jonathan E Schroeder, ed. Visual Communication Quarterly - Special Issue on When Images Cause Trouble. New York: Routledge, 2014. Print.
Schroeder, Jonathan, ed. Consumption Markets & Culture. New York: Taylor & Francis, 2013. Print.
Sullivan, Katie, Jonathan Gosling, and Jonathan Schroeder, ed. Scandinavian Journal of Management - Special issue on Being Branded. Amsterdam: Elsevier, 2013. Print.
Schroeder, Jonathan E., ed. Consumption Markets and Culture. Oxford: Taylor and Francis, 2012. Print.
Schroeder, Jonathan, ed. Consumption Markets & Culture. London: Routledge, 2011. Print.
Published Review
Schroeder, Jonathan E. "Rock Covers, by Robbie Busch, Jonathan Kirby, and Julius Wiedemann." Rev. of Rock Covers, by Robbie Busch, Julius Wiedemann, and Jonathan Kirby. Visual Communication Quarterly 2017: 60-61. Print.
Schroeder, Jonathan and Janet Borgerson. "Vinyl Freak: Love Letters to a Dying Medium." Rev. of Vinyl Freak: Love Letters to a Dying Medium, by John Corbett. Popular Music and Society 25 Jul. 2017: 1-3. Web.
Schroeder, Jonathan. "Book Review." Rev. of Cold War Modernists: Art, Literature, and American Cultural Diplomacy, by Greg Barnhisel. Journal of Consumer Culture 2016: 1-3. Web.
National/International Competition Award Winner
Wu, Zhiyan, et al. China International Marketing Conference. Best Paper. Qingdao, China, 2016.
Published Conference Proceedings
Wu, Zhiyan, Janet Borgerson, and Jonathan Schrroeder. "Global Cultural Branding through the Investment of Historical Culture: A Case Study of the Beijing Olympics Opening Ceremony." Proceedings of the Conference on Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation Forum for Asian Studies. Ed. Forum for Asian Studies. Beijing, China: n.p., 2014. Print.
Schroeder, Jonathan, Janet Borgerson, and Zhiyan Wu. "Brand Culture: Concepts and Case Studies." Proceedings of the International Conference on Creative Industries and Cultural Economics. Ed. Tain-Dow Lee. Taipei, Taiwan: Graduate Institute of Creative Industries, Shih Chien University, 2014. Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "The Brand Culture of Shanghai Tang: An Aspiring Global Brand." Proceedings of the International Conference on Anthropological Perspectives and Local Approaches: Indigenous Applications in Management and Marketing. Ed. Tian Guang. Shanghai, China: Shantou University, 2013. Print.
Zhao, Xin, et al. "Chinese Consumer Culture and Brand Culture." Proceedings of the Asia Pacific Advances in Consumer Research, Beijing, June 2011. Ed. Zhihong Yi, Jing Jian Xiao, June Cotte, and Linda Price. Duluth, MN: Association for Consumer Research, Print.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "A Cultural Approach to Chinese Brand Development." Proceedings of the Asia Pacific Association for Consumer Research, Beijing, June 2011. Ed. Zhihong Yi, et al. Duluth, MN: Association for Consumer Research, 2011. Print.
Schroeder, Jonathan. "Global Brand Culture." Proceedings of the European Advances in Consumer Research, 2011. Ed. Pauline Maclaran, Chris Hackley, and Alan Bradshaw. Duluth, MN: Association for Consumer Research, 2011. Print.
Pongsakornrungsilp, Siwarit, T. Pusaksrikit, and Jonathan Schroeder. "Co-creation through Fear, Faith and Desire." Proceedings of the European Advances in Consumer Research, 2011. Ed. Pauline Maclaran, Chris Hackley and Alan Bradshaw. Duluth, MN: Association for Consumer Research, Web.
Wu, Zhiyan, Janet Borgerson, and Jonathan Schroeder. "Imagined Brands in Global Brand Culture: China and the Beijing Olympic Opening Ceremony." Proceedings of the European Advances in Consumer Research, 2011. Ed. Pauline Maclaran, Chris Hackley, and Alan Bradshaw. Duluth, MN: Association for Consumer Research, 2011. Web.
Invited Paper
Schroeder, Jonathan and Janet Borgerson. "Integrating Liberal Arts and Business Deemed Crucial." RIT Athenaeum. (2013). Print.
External Scholarly Fellowships/National Review Committee
7/1/2011 - 8/31/2012
     Economic and Social Research Council, UK
     Amount: $18,134
Published Article
Puntoni, Stephano, Jonathan E. Schroeder, and Mark Ritson. “Meaning Matters: Polysemy in Advertising.” Journal of Advertising, 39.2 (2010): 51-64. Print. «
Buchanan-Oliver, Margo, Angela Cruz, and Jonathan E. Schroeder. “Shaping the Body andTechnology: Discursive Implications for the Strategic Communication of Technological Brands.” European Journal of Marketing, 44.5 (2010): 635-652. Print. «
Rice, Diana R., Jonathan E. Schroeder, et al. “What Did YouJust Call Me? European and American Ratingsof the Valence of Ethnophaulisms (Ethnic Labels).” Journal of Language and Social Psychology, 29.1 (2010): 117-131. Print. «
Patterson, Maurice, and Jonathan E. Schroeder. “Borderlines: Skins, Tattoos, and Consumer Culture Theory.” Marketing Theory, 10.3 (2010): 253-267. Print. «
Schroeder, Jonathan E., and I. Fillis. “Aesthetic Leadership.” Political and Civic Leadership: A Reference Handbook, (2010): 1063-1070. Print. *
Schroeder, Jonathan E. “The Artist in Brand Culture.” Marketing the Arts: A Fresh Approach. eds. Daragh O’Reilly and Finola Kerrigan, London: Routledge, (2010): 18-30. Print.
Schroeder, Jonathan E. “Value Creation and the Visual Consumer.” Beyond the Consumption Bubble, (2010): n.p. Print. ≠
Zhiyan, Wu, Janet Borgerson, and Jonathan Schroeder. “Fashion Systems and Historical Culture in the Development of Chinese Global Branding.” Advances in Consumer Research, (2010): 199-201. Print.