Rate My Professor Toni Eagar

Dr. Toni Eagar is a Senior Lecturer in Marketing at the Australian National University’s Research School of Management within the College of Business and Economics. She earned her PhD in 2013 from the Australian National University with a thesis titled Mediating Influences in Intracommunity Brand Engagement: The Performance of Brand Faces and Brand Heroes on the Brand Stage. Prior to her doctorate, she obtained a B.Business (Honours) combined with a B.Arts in International Studies from the University of Technology Sydney in 2004. Eagar has held her position at ANU since 2004, focusing her research on the interplay between consumers, culture, and the marketplace. Her work employs social, critical, and literary theories to explore relationships among market actors, branding, and market structures. Key areas include human branding, examined through contexts like David Bowie’s celebrity limitations and selfie narratives; consumption communities, analyzing fan relationships with brand heroes and celebrities; and emerging interests in space and place, applying narrative perspectives to mythic spatial stories. Her research interests encompass marketing, consumption communities, online and social media consumption, space and place consumption, human and personal branding, and consumer culture theory.

Eagar’s scholarship appears in prestigious outlets such as the European Journal of Marketing, Journal of Marketing Management, Journal of Business Research, and Annals of Tourism Research. Notable publications include ‘State of the art: celebrity in the marketplace’ (2025, with Cocker and Venkatraman), ‘Traversing shrines: Pausing as place-making’ (2025, with Bettany), ‘Ch-Ch-changes: the geology of artist brand evolutions’ (2022, with Lindridge and Martin), ‘Toward a processual theory of transformation’ (2019, multi-author), ‘Classifying the narrated# selfie: genre typing human-branding activity’ (2016, with Dann), and ‘And Ziggy played guitar’: Bowie, the market, and the emancipation and resurrection of Ziggy Stardust’ (2015, with Lindridge). She has received the ANZMAC 2018 Best Paper in Consumer Behaviour Track for ‘Branding Love: Lovelocks as a Romantic Sacrifice Ritual’ (with Zhang and L’Espoir Decosta) and the AM2014 Consumer Culture Theory Track Prize for her work on Ziggy Stardust and David Bowie. Eagar serves as Associate Editor for the Journal of Marketing Management and on the Editorial Advisory Board of Qualitative Market Research: An International Journal, contributing to the field’s discourse on consumer behavior, celebrity branding, social media, and spatial dynamics.