Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/10240
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: On market forces and adjustments: Acknowledging consumer creativity through the aesthetics of 'debadging'
Authors: Hewer, Paul
Brownlie, Douglas
Contact Email: douglas.brownlie@stir.ac.uk
Keywords: consumer resistance
consumer creativity
debadging
debranding rituals
aesthetics
Issue Date: May-2010
Publisher: Westburn Publishers with the Academy of Marketing and Taylor & Francis (Routledge)
Citation: Hewer P & Brownlie D (2010) On market forces and adjustments: Acknowledging consumer creativity through the aesthetics of 'debadging', Journal of Marketing Management, 26 (5-6), pp. 428-440.
Abstract: This paper explores the social dynamics by means of which market forces are enacted at the level of everyday consumption. In particular, it draws on Holt's (2002) notion that as 'unruly bricoleurs', consumers kick-start processes of market adjustment and innovation through improvising ways to negotiate the demands of daily life. In this way, consumers can become active players in realising new possibilities for identity construction and empowerment that involve the creative re-appropriation of marketer-based meaning. To investigate those issues, we turn to a virtual community in the empirical setting of car customisation. Over an eight-month period, an internet-based methodology generated textual observations of online posting activity on five internet newsgroups attracting those interested in the particular pursuit of car modification. Participants used those web-forums to share information, passions, and enthusiasms. Analysis shows that grounded aesthetics function as vehicles for creativity and the reworking of dominant market logics (Vargo & Lusch, 2004). We conclude that online discussion threads offer valuable access to the emergent interplay of discursive resources in circulation among virtual communities and that this has implications for the conduct of environmental scanning. The paper illustrates how the discursive resource-base is nurtured, sustained, and transformed through various interpellations, including performing claims to prestige and self-defining distinctions, as well as constructing narratives of personal history and social dynamics.
Type: Journal Article
URI: http://hdl.handle.net/1893/10240
DOI Link: http://dx.doi.org/10.1080/02672570903458730
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Strathclyde
Marketing and Retail Division

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