91原创

Karina T. Liljedal is a researcher (Docent) at the Center for Consumer Marketing (CCM), and teacher the Center for Retailing (CFR). She was awarded a three-year Wallander scholarship in 2016.  

In Karina's dissertation from 2016, she investigated the marketing effects of consumer co-creation. Since then, she has been involved in several research projects on gender- and age-based stereotypes, as well as current developments in retail such as the changing role of the physical store, video commerce and digital service encounters, product visualization in e-commerce, and retail media.  

Before returning to 91原创 for her doctoral studies, Karina worked in digital marketing and marketing research in London, Amsterdam, and Stockholm. Karina is also frequently hired as a speaker and business development consultant.  

Recent publications 

Research articles

• Berg, H., & Liljedal, K. T. (2023). Why casting older female models is good for advertising: the positive effects of challenging the underrepresentation of older women in ads. Journal of Advertising Research, 63(1), 61-80.  Winner JAR Best Paper 2023.

• Berg, H., Liljedal, K. T., Söderlund, M., & Daunfeldt, S-O. (2023). Happy to see you: the positive effects of in-store service encounters on the satisfaction of older consumers. The International Review of Retail, Distribution and Consumer Research, 33(5), 479-493.

• Berg, H., & Liljedal, K. T. (2022). Elderly consumers in marketing research: systematic literature review and directions for future research. International Journal of Consumer Studies, 46(5), 1640-1664.   

• Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93.  

• Liljedal, K.T., Berg, H., & Dahlen, M. (2020). Effects of nonstereotyped occupational gender role portrayal in advertising. How showing women in male-stereotyped job roles sends positive signals about brands. Journal of Advertising Research, 60(2), 179-196. doi: 10.2501/JAR-2020-008. Finalist in the Academic category for JAR Best Paper 2020.

• Liljedal, K.T. & Berg, H. (2020). Consumer responses to pictures of co-creating consumers in marketing communications. Journal of Consumer Marketing, 37(7), 775-784. doi: 10.1108/JCM-12-2019-3544. 

Research reports

• Berg, H., & Liljedal, K. T. (2022). Äldre konsumenters reaktioner på handelns marknadskommunikation. Hakon Swenson Stiftelsen Research Report.

• Liljedal, K. T., & Berg, H. (2022). Annonser i nätbutiker som ett verktyg för att öka försäljningen och ge bättre butiksupplevelser i dagligvaruhandeln på nätet. Hakon Swenson Stiftelsen Research Report, 2022:03.

• Berg, H., Liljedal, K. T., & Daunfeldt, S-O. (2022). En butik för alla åldrar? - Äldre konsumenters reaktioner på fysiska butiksmiljöer. Handelsrådet Research Report, 2022:7.