Dr Toni Eagar
Areas of expertise
- Marketing 1505
- Marketing Communications 150502
- Marketing Theory 150506
- Other Commerce, Management, Tourism And Services 1599
Research interests
- Consumer behaviour
- Celebrity and human branding
- Online and social media marketing
- Consumption communities
- Space and place in the digital and real worlds
Biography
My research is mainly focused on the relationship between consumers, popular culture and the marketplace. In particular, I am interested in how narrative and literary theories can illuminate the relationships between market actors, branding and market structures. My research has been published in European Journal of Marketing, the Journal of Marketing Management, Journal of Business Research, Consumption, Markets and Culture, and Research in Consumer Behavior.
Human branding
Within this stream of research I have used the contexts of selfies and David Bowie to understand the the limitations of celebrity within marketplaces. Human branding is also the lens that was used to understand the stories that people tell with their selfie behaviour.
Consumption Communities
Within this stream of research the nature of fan relationships with the creators (brand heroes / celebrities) of the admired brands are explored.
Space / Place
This is an emerging area of research interest where an alternative narrative perspective is applied to the formation of mythic stories about space.
Publications
Eagar, T. & L’Espoir Decosta, P. (2018). The Nomadic Consumption Community: The recursive role of space in community mobility. Journal of Marketing Management. 34(7-8), 569-591.
Eagar, T., & Dann, S. (2016). Classifying the narrated# selfie: genre typing human-branding activity. European Journal of Marketing, 50(9/10), 1835-1857. (ABDC A* - Citations: 11)
Eagar, T., & Dann, S. (2016). Classifying the narrated# selfie: genre typing human-branding activity. European Journal of Marketing, 50(9/10), 1835-1857.
Eagar, T., & Dann, S. (2016). Capturing and Analyzing Social Media Composite Content: The Instagram Selfie, in Nil Özçaglar-Toulouse, Diego Rinallo, Russell W. Belk (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 18) Emerald Group Publishing Limited, pp.245 - 265
Eagar, T., & Lindridge, A. (2015). “Resolving Contradictions in Human Brand Celebrity and Iconicity”, in Anastasia E. Thyroff, Jeff B. Murray, Russell W. Belk (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 17) Emerald Group Publishing Limited, pp.311 - 330
Lindridge, A., & Eagar, T. (2015). “‘And Ziggy played guitar’: Bowie, the market, and the emancipation and resurrection of Ziggy Stardust”, Journal of Marketing Management, 31(5-6), 546-576.
Eagar, T. & Lindridge, A. (2014). "Becoming Iconic: David Bowie From Man to Icon", Advances in Consumer Research, Vol. 42, 302-306.
Past student projects
Luke Griffiths (2013) "The Self-Presenting Hyperreal Celebrity: An Exploratory Study on the Case of Kim Kardashian" Honours Thesis
Publications
- Murray, J, Brokalaki, Z, Bhogal-Nair, A et al 2019, 'Toward a processual theory of transformation', Journal of Business Research, vol. 100, pp. 319-326.
- Eagar, T & L'Espoir Decosta, J 2018, 'The Nomadic Consumption Community: The recursive role of space in community mobility', Journal of Marketing Management, vol. 34, no. 7-8, pp. 569-591pp.
- Eagar, T & Dann, S 2016, 'Classifying the narrated #selfie: genre typing human-branding activity', European Journal of Marketing, vol. 50, no. 9-10, pp. 1835-1857.
- Eagar, T & Dann, S 2016, 'Capturing and Analyzing Social Media Composite Content: The Instagram Selfie', in N. Özçaglar-Toulouse, D Rinallo, R.W. Belk (ed.), Consumer Culture Theory (Research in Consumer Behavior, Volume 18), Emerald Group Publishing Limited, United States, pp. 245-265pp..
- Lindridge, A & Eagar, T 2015, '‘And Ziggy played guitar’: Bowie, the market, and the emancipation and resurrection of Ziggy Stardust', Journal of Marketing Management, vol. 31, no. 5-6, pp. 546-576pp.
- Eagar, T, Beekhuyzen, J & Campbell, J 2015, 'When online communities collide: Boundary identity construction and spanning', International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, AIS Electronic Library (AISeL), USA, pp. 1-10.
- Eagar, T & Lindridge, A 2015, 'Resolving Contradictions in Human Brand Celebrity and Iconicity', in Anastasia E Thyroff, Jeff B Murray and Russell W Belk (ed.), Consumer Culture Theory; Research in Consumer Behaviour Volume 17, Emerald Group Publishing Limited, Bingley, United Kingdom, pp. 311-330.
- Eagar, T & Lindridge, A 2014, 'Becoming Iconic: David Bowie from Man to Icon', Advances in Consumer Research, vol. 42, pp. 302-306.
- Eagar, T & Campbell, J 2013, 'We, Us and Them: Multiple Identity Projects in Brand Community Conflicts', Asia Pacific Association for Consumer Research Conference (APACR 2012), Association for Consumer Research, not known, pp. 152-162.
- Eagar, T 2011, 'We're Not Nuts!: The Brand Hero Worship Behaviours of a Fan Community', Australia and New Zealand Marketing Academy Conference 2011, Australia and New Zealand Marketing Academy, Perth, pp. 1-6.
- Eagar, T 2011, 'Approaching God: Proxy and Proximity of Brand Heroes to the Brand Community', Advances in Consumer Research, vol. 38.
- Eagar, T 2009, 'Defining the Brand Hero: Explorations of the Impact of Brand Hero Credibility on a Brand Community', Advances in Consumer Research, vol. 36, no. 1st, pp. 448-493.
- Eagar, T 2008, 'Brand Hero Mythology: the Stories Generated by a Brand Community about their Brand Hero', Australia and New Zealand Marketing Academy Conference 2008, ed. D. Spanjaard, S. Denize, N. Sharma, Australian and New Zealand Marketing Academy (ANZMAC), Sydney, pp. 1-6.
- Eagar, T 2007, 'When Brand Communities Collide: Moral Judgments and Pseudo-Relationships in Cross-Community Conflicts', World Marketing Congress 2007, ed. Carol DeMoranville, Academy of Marketing Science, Italy, pp. 307-311.
- Eagar, T 2005, 'Marketer Facilitated Interactions at Brandfests: Analysis of consumer-brand celebrity conversations in an online brandfest', World Marketing Congress 2005, ed. Carol W DeMoranville, Academy of Marketing Science, USA, pp. 38-42.
- Eagar, T 2004, 'A Conceptual Model of Cult Brand Behaviour', Australia and New Zealand Marketing Academy Conference 2004, ed. Jim Wiley and Peter Thirkell, Victoria University Press, Wellington, p. 1.
