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STOCKHOLM SCHOOL
OF ECONOMICS

Töndevold Liljedal, Karina

Lecturer
Department of Marketing and Strategy

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 Stockholm School of Economics 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. https://doi.org/10.2501/JAR-2023-001 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. https://doi.org/10.1080/09593969.2023.2229074

 

  • 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.  https://doi.org/10.1111/ijcs.12830 

 

  • 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. https://doi.org/10.1108/EJM-02-2019-0125 

 

  • 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