Brand Meaning in the Age of the Critical Reflexive Consumer: a Greimasian Semiotic Square Analysis
This is a study of how the consumer in conceptualized in the consumer resistance research. The literature in this area is reviewed and it is shown how the resistant consumer can be perceived as a critical reflexive consumer, who is dealing with the dilemma of being against consumption and at the same time living in consumer culture, where commodities are used as tools for identity construction. The dilemma of the critical reflexive consumer is analysis by using a Greimasian semiotic square and it is shown how the dilemma can be solved both by a nonprofit anti consumption organization, but also by the profit based cigarette brand.
Citation:
Per Østergaard and Judy Hermansen (2011) ,"Brand Meaning in the Age of the Critical Reflexive Consumer: a Greimasian Semiotic Square Analysis", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 441.
Authors
Per Østergaard, University of Southern Denmark, Denmark
Judy Hermansen, University of Southern Denmark, Denmark
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
Featured
Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving
Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA
Featured
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA