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Dr Toni Eagar

Research School of Management

Position: Lecturer
Email: toni.eagar@anu.edu.au
Phone: +61 2 612 58579
Office: Room 2.23, CBE Bld (26C)

Dr Toni Eagar


My research is mainly focused on the relationship between consumers, celebrities and the marketplace. In particular, I am interested in how narrative and literary theories can illuminate the relationships between market actors, branding and market structures. My research has been published in European Journal of Marketing, the Journal of Marketing Management, Advances in Consumer Research and Research in Consumer Behavior.

Human branding

Within this stream of research I have used the contexts of David Bowie to understand the the limitations of celebrity within marketplaces. Human branding is also the lens that was used to understand the stories that people tell with their selfie behaviour. 

Consumption Communities

Within this stream of research the nature of fan relationships with the creators (brand heroes / celebrities) of the admired brands are explored. 

Space / Place

This is an emerging area of research interest where an alternative narrative perspective is applied to the formation of mythic stories about space.  


  • Marketing

Updated:   1 March 2017 / Responsible Officer:  CBE Communications and Outreach / Page Contact:  College Web Team