Creating Hybridity: the Case of American Yoga

This paper examines the processes of construction of hybrid practices in the marketplace in the context of American Yoga. Investigating the thirty-year evolution of yoga in the U.S. and the institutional practices of brands, we identify strategies through which hybrid practices are created.



Citation:

GOKCEN COSKUNER-BALLI and BURCAK ERTIMUR (2015) ,"Creating Hybridity: the Case of American Yoga", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 494-497.

Authors

GOKCEN COSKUNER-BALLI, CHAPMAN UNIVERSITY, USA
BURCAK ERTIMUR, FAIRLEIGH DICKINSON UNIVERSITY, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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