Creating Hybridity: the Case of American Yoga

GOKCEN COSKUNER-BALLI, CHAPMAN UNIVERSITY, USA
BURCAK ERTIMUR, FAIRLEIGH DICKINSON UNIVERSITY, USA
This paper examines the processes of construction of hybrid practices in the marketplace in the context of American Yoga. Investigating the thirty-year evolution of yoga in the U.S. and the institutional practices of brands, we identify strategies through which hybrid practices are created.
[ to cite ]:
GOKCEN COSKUNER-BALLI and BURCAK ERTIMUR (2015) ,"Creating Hybridity: the Case of American Yoga", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 494-497.