All Stories

  1. Yes, Virginia... Marketing is (very often) mystification...!! :-))

    Article • Marketing Theory, August 2016, SAGE Publications

    Dr Nikhilesh Dholakia, Dr Ilona Mikkonen

  2. Moralities in food and health research

    Article • Journal of Marketing Management, November 2014, Taylor & Francis

    Dr Ilona Mikkonen

  3. Happy Festivus! Parody as playful consumer resistance

    Article • Consumption Markets & Culture, December 2013, Taylor & Francis

    Dr Ilona Mikkonen

  4. What not to wear? Oppositional ideology, fashion, and governmentality in wardrobe self-help

    Article • Consumption Markets & Culture, April 2013, Taylor & Francis

    Dr Ilona Mikkonen

  5. How consumers resist commercialized ways of celebrating Christmas through cynical identity projects

    Article • Consumption Markets & Culture, March 2011, Taylor & Francis

    Dr Ilona Mikkonen

  6. Negotiating subcultural authenticity through interpretation of mainstream advertising

    Article • International Journal of Advertising, January 2010, Taylor & Francis

    Dr Ilona Mikkonen