Brand Mythology and Communication of a Hero Identity: a Case Study of Player’S Cigarette Marketing

Timothy Dewhirst, University of Guelph, Canada
In the spirit of transformative consumer research that aims to inform policy and improve well-being, this study provides an interpretive analysis of the tobacco industry’s consumer research to examine the communication of a hero identity for Player’s, which is Canada’s leading cigarette brand, and raises a number of ethical issues.
[ to cite ]:
Timothy Dewhirst (2014) ,"Brand Mythology and Communication of a Hero Identity: a Case Study of Player’S Cigarette Marketing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 782-782.