Consumer Vigilantism

Olga Kravets, University of Sydney, Australia
As a social phenomenon, vigilantism is voluntary activities by private individuals, undertaken without explicit sanction of authorities and motivated by desire to defend an existing social order ‘from some form of attack or subversion’ (Sederberg 1978). The paper engages this concept to discuss the possibility that some consumer communal activities in the marketplace are concerned with maintaining and defending the dominant social-symbolic order, rather than challenging and emancipating it, as suggested in many previous studies. The paper examines a set of activities, carried out by the participants of the Louis Vuitton brand community, as a case study.
[ to cite ]:
Olga Kravets (2007) ,"Consumer Vigilantism", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 373-376.