Hey Y'all: Exporting Southern Food Culture, Implications For Brand Meaning and Local Consumer Identity

Catherine Coleman, Texas Christian University, USA
Through in-depth interviews and archival data, this research uses interpretive case method at the intersection of food meaning, cultural identity, person branding and authenticity to examine the meanings ascribed to brand, community and self by local communities when their identity is exported globally through cultural brands.
[ to cite ]:
Catherine Coleman (2012) ,"Hey Y'all: Exporting Southern Food Culture, Implications For Brand Meaning and Local Consumer Identity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1113-1113.