Brand Mythology and Communication of a Hero Identity: a Case Study of Player’S Cigarette Marketing

In the spirit of transformative consumer research that aims to inform policy and improve well-being, this study provides an interpretive analysis of the tobacco industry’s consumer research to examine the communication of a hero identity for Player’s, which is Canada’s leading cigarette brand, and raises a number of ethical issues.



Citation:

Timothy Dewhirst (2014) ,"Brand Mythology and Communication of a Hero Identity: a Case Study of Player’S Cigarette Marketing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 782-782.

Authors

Timothy Dewhirst, University of Guelph, Canada



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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