Anti-Brand Movement: Politico-Cultural Resistance and Ethical Commitment

Emre Ulusoy, University of Texas - Pan American, USA
Anti-brand communities are an example of social movements that go beyond the political and cultural dichotomy by playing a substantive role in the creation of alternative cultural venues for consumers to voice their oppositions and construct resistant identities that extend into more generalized political venues for broader social change.
[ to cite ]:
Emre Ulusoy (2013) ,"Anti-Brand Movement: Politico-Cultural Resistance and Ethical Commitment", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.