Skip navigation
The Australian National University

Dr Toni Eagar

PhD Australian National University / B.Business (Hons) / B.Arts (International Studies) University of Technology, Sydney
ANU College of Business and Economics

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


My research is mainly focused on the relationship between consumers, celebrities 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, Advances in Consumer Research and Research in Consumer Behavior.

Human branding

Within this stream of research I have used the contexts of 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. 


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


Return to top

Updated:  19 October 2018 / Responsible Officer:  Director (Research Services Division) / Page Contact:  Researchers