Markus Giesler is a consumer sociologist and Professor of Marketing at the

Schulich School of Business The Schulich School of Business is the business school of York University located in Toronto, Ontario, Canada. The institution provides undergraduate and graduate degree and diploma programs in business administration, finance, accounting, busine ...

York University York University (french: Université York), also known as YorkU or simply YU, is a public university, public research university in Toronto, Ontario, Canada. It is Canada's fourth-largest university, and it has approximately 55,700 students, 7,0 ...

. His research examines how ideas and things such as products, services, experiences, technologies, brands, and intellectual property acquire value over time, technology consumption, moral consumption, and the role of multiple stakeholders in the market creation process. Before doing his PhD in marketing, Giesler spent ten years operating his own record label and recording business in Germany. In 2014, he was named "one of the most outstanding business school professors under 40 in the world." Giesler is also the creator of the "Big Design" blog, which develops a sociological perspective on marketing, market creation, and customer experience design. Markus Giesler was born in

Iserlohn Iserlohn (; Westphalian: ''Iserlaun'') is a city in the Märkischer Kreis district, in North Rhine-Westphalia, Germany. It is the largest city by population and area within the district and the Sauerland region. Geography Iserlohn is locat ...

, and studied economics, management, and marketing at

Witten/Herdecke University Witten/Herdecke University is a private, state-recognized, nonprofit university in Witten, North Rhine-Westphalia, Germany. It was the first German private institution of higher education to receive accreditation as a "Universität", a status r ...

. He emigrated to Canada in 2004.

Selected publications

'Consumers and Artificial Intelligence: An Experiential Perspective'
with Stefano Puntoni, Rebecca Reczek Walker, and Simona Botti '' Journal of Marketing'', forthcoming 2020.
'Creating a Consumable Past: How Memory Making Shapes Marketization'
with Katja H. Brunk and Benjamin J. Hartmann ''

Journal of Consumer Research The ''Journal of Consumer Research'' is a bimonthly peer-reviewed academic journal covering research on the psychological aspects of consumer behavior. It was established in 1974 and originally published by University of Chicago Press. Since 2015 ...

'', 44, April 2018, pp. 1325–1342.
'Beyond Acculturation: Multiculturalism and the Institutional Shaping of an Ethnic Consumer Subject'
with Ela Veresiu ''

'', 45, October 2018, pp. 553–570.
'A Tutorial in Consumer Research: Process Theorization in Cultural Consumer Research'
with Craig J. Thompson ''

'', 43, December 2016, pp. 497–508.
'Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity'
with Ela Veresiu, ''

'', 41, October 2014, pp. 849–867.
'Discursivity, Difference, and Disruption: Genealogical Reflections on the CCT Heteroglossia'
with Eric Arnould and Craig Thompson, ''

Marketing Theory ''Marketing Theory'' is a quarterly peer-reviewed academic journal covering the field of marketing. The editors-in-chief are Pauline Maclaran ( Royal Holloway University of London) and Elizabeth Parsons (University of Liverpool). It was established ...

'', 13, June 2013, pp. 149–174.
'How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic'
'' Journal of Marketing'', 76, November 2012, pp. 55–68.
'Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict'
with Marius Luedicke and Craig Thompson, ''

'', 36, April 2010, pp. 1016–1032.
'Conflict and Compromise: Drama in Marketplace Evolution'
''

'', 34, April 2008, pp. 739–753.
'Consumer Gift Systems'
''

'', 33, September 2006, pp. 283–290.

References

{{DEFAULTSORT:Giesler, Markus Living people Canadian economists 1976 births Marketing people Marketing theorists Branding theorists York University faculty