Søren Askegaard was born in 1961. He is professor of marketing at University of Southern Denmark in Odense. He has a Masters Degree in Social Sciences from Odense University, a post-graduate Diploma in Communication Studies from the Sorbonne University, Paris and a Ph.D. in Business Studies from Odense University. He has been working with the following universities for shorter or longer periods of time: Bilkent University, Turkey; ESSEC, France; Lund University, Sweden; University of California, Irvine and given guest lectures and research presentations in Belgium, Canada, China, Finland, France, Germany, Mexico, Netherlands, Norway, Poland, Portugal, Singapore, Sweden, Thailand, Turkey, UK, and USA. His research interests generally lie in the field of consumer behaviour analysis from a cultural perspective, including such topics as life styles, consumer motivations, food culture, product imagery, branding, and globalization. He has received two major Danish research awards. He has published in numerous anthologies as well as in journals such as among others Consumption, Markets, and Culture, European Journal of Marketing, International Business Review, Journal of Consumer Research and Journal of Macromarketing, Qualitative Marketing Research and Psychology and Marketing. He is also the co-author of a European textbook in consumer behaviour and a founder of the university-business collaboration project Brand Base.