Advances in Lyrical Consumer Research: Collaborative Circles and Paradessential Poetics

This brand culture research project explores the expressions of rebellion and questing for creativity in small dynamic friendship circles and their relevance for a vibrant urban reputation. The poetic texture and the schismatic core of the city as a brandscape are staged in three embodied acts. An explorative case study follows a collaborative creative circle of musicians in action. Next, paradessentials of brand performativity are sourced from key interpreters. In ethno-poetics there is no hypothesis up for validation; the project concludes with individual evocations, as a sequential thickening of unresolved paradoxes of the city’s ambiguous reputation, in newly commissioned poetry.


Roel Wijland and Jürgen Gnoth (2011) ,"Advances in Lyrical Consumer Research: Collaborative Circles and Paradessential Poetics", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 275-282.


Roel Wijland, University of Otago, New Zealand
Jürgen Gnoth, University of Otago, New Zealand


E - European Advances in Consumer Research Volume 9 | 2011

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