Dr. Toni Eagar

Biography

Toni Eagar is a Senior Lecturer at the Australian National University, focusing on consumer behavior, celebrity human branding, and online marketing. Her research explores the relationship between consumers and popular culture within the marketplace, applying narrative literary theories to understand the interactions between market actors and branding structures. Her work has been published in reputable journals such as the European Journal of Marketing, Journal of Marketing Management, and Journal of Business Research. Additionally, she investigates the phenomenon of human branding, particularly through the use of selfies and the storytelling aspects of celebrity marketplaces. Eagar also examines fan relationships with admired brands, coining terms like 'brand heroes' and exploring the dynamics of these communities. Recently, she has been interested in the concept of space and place, applying alternative narrative perspectives to the formation of mythic stories in these contexts. With her academic qualifications including a PhD from the Australian National University, Eagar actively supervises research students on various related topics, contributing significantly to her field.

Research Interests