RSM
Research School of Management
Marketing; Consumption communities; Online and social media consumption; Space / place consumption; Human / personal branding; Consumer culture theory.
Toni Eagar is a Senior Lecturer of Marketing. Her research centres on the relationship between consumers, culture and the marketplace. In particular, Toni is interested in how social, critical and literary theories can illuminate the relationships between market actors, branding and market structures. With a focus on human branding, Toni has used the contexts of David Bowie to understand the limitations of celebrity within marketplaces. Her research has discovered that human branding is also the lens that was used to understand the stories that people tell with their selfie behaviour. Consumption communities is another focus, where Toni has researched the nature of fan relationships with the creators, often referred to as brand heroes and celebrities, where she has explored admired brands. Lastly, space and place is an emerging area of research interest where Toni examines an alternative narrative perspective and the applications to the formation of mythic stories about space. Toni’s research has been published in highly ranked journals including European Journal of Marketing and Journal of Marketing Management.