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| Author: | Holt, D. B. |
| Title: | Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding |
| Journal: | Journal of Consumer Research
2002 : JUN, VOL. 29:1, p. 70-90 |
| Index terms: | CONSUMERS CULTURE BRANDS ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects. Results of an interpretive study challenge existing theories of consumer resistance. To develop an alternative model, the author first traces the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority. Intrinsic contradictions erased its efficacy. Next the author describes the current postmodern consumer culture, which is premised upon the pursuit of personal sovereignty through brands. |
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