Hey Y'all: Exporting Southern Food Culture, Implications For Brand Meaning and Local Consumer Identity

Through in-depth interviews and archival data, this research uses interpretive case method at the intersection of food meaning, cultural identity, person branding and authenticity to examine the meanings ascribed to brand, community and self by local communities when their identity is exported globally through cultural brands.



Citation:

Catherine Coleman (2012) ,"Hey Y'all: Exporting Southern Food Culture, Implications For Brand Meaning and Local Consumer Identity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1113-1113.

Authors

Catherine Coleman, Texas Christian University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More

Featured

The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University

Read More

Featured

Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice

Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.