Governing Consumers Through Freedom

In this conceptual paper we provide a critical perspective on the newly emerging logic of co-creation within marketing and consumer research. The aim of the paper is to discuss the premises and consequences of co-creation by framing it as an emerging branding paradigm. In doing so, we problematise the idea of the consumers as productive agents in the process of brand value creation. We argue that co-creation, despite its promising aspects, is a novel form of branding paradigm that seeks to control and govern the consumers in the name of freedom.


Jon Bertilsson and Cecilia Cassinger (2011) ,"Governing Consumers Through Freedom ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 412-416.


Jon Bertilsson, sweden
Cecilia Cassinger, sweden


E - European Advances in Consumer Research Volume 9 | 2011

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