Professor Ulf Aagerup
Professor Ulf Aagerup
There are two main facets to Ulf’s research. One is experimental research on consumer behavior and branding. Ulf is interested in how social norms affect consumer behavior and how consumers use brands to present themselves to other people. He is also interested in how advertising appeals affect attitudes and behaviors. Ulf’s studies have covered different industries, like weight loss, fashion, and fast moving consumer goods.
The second facet of Ulf’s research consists of case studies. Ulf carries out studies on companies with the objective to describe how they operate, and to relate their ways of working to different outcomes. The case studies studies have covered different industries, like life science, industrial machinery, and tourism and hospitality.
Education
He has a Ph.D in Economics from St. Petersburg University of Management and Economics, Russia, a Master’s degree in International Economics, and a Bachelor’s Degree in Economics from Saint Petersburg State University of Economics and Finance.
Articles
Doctoral thesis
Aagerup, U. (2015). It’s Not What You Sell: It’s Whom You Sell it To: How the Customer’s Character Shapes Brands and What Companies Do About it (Doctoral thesis). Förlag Göteborgs Universitet More information
Book chapter
Egels-Zandén, N., Aagerup, U. (2007). Misery as Corporate Mission: User Imagery at the Nightclub The Spy Bar. In: M. W. Vilcox and T. O. Mohan (Ed.), Contemporary Issues in Business Ethics (pp. 163 -176). New York: Nova Science Publishers, Inc. More information
Conference paper
