Sofia Ulver

Assistant Professor

Phone: +46 (0)46 222 01 88

Mobile: +46 (0) 708 66 61 02

Fax:

E-mail: sofia.ulver@fek.lu.se

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Research Interests

Sofia Ulver investigates global, large brand cultures (with IKEA as case) among consumers cross-culturally. The old brand paradigm as we know it is obsolete which many a reflective consumer of today has seen through. The local, and at the same time global, consumer uses complex negotiation to make sense out of oppositional discourses in mass-media and pop-culture regarding the role of large corporations and brands in the process of globalization. Sofia Ulver’s aim is to explore the popular anti- and pro- global brand discourses, and see how they are adapted and appropriated in consumers’ accounts cross-culturally.

 

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