haku: @author Holt, D. B. / yhteensä: 2
viite: 2 / 2
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| Tekijä: | Holt, D. B. |
| Otsikko: | Why do brands cause trouble? A dialectical theory of consumer culture and branding |
| Lehti: | Journal of Consumer Research
2002 : JUN, VOL. 29:1, p. 70-90 |
| Asiasana: | Brands Products Consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | Brands are today under attack by an emerging countercultural movement. The author builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects. He firs trace the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority.Next he describes the current postmodern consumer culture, which is premised upon the pursuit of personal sovereiggnty through brands. Postmodern branding is now giving rise to new contradictions that have inflamed the antibranding sentiment sweeping Western countries. |
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