Marketplace Mythology and the Politics of Identity

This study recalls how the interdisciplinary field of cultural research has prioritised the investigation of ‘Politics of Consumer Identity work’ as a developing field of enquiry. Following this theoretical lead, this study sought to understand the consequences of cultural branding in generating identity politics surrounding men and their two-wheeler machines.


Ronnie Das (2016) ,"Marketplace Mythology and the Politics of Identity", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 727-727.


Ronnie Das, Coventry University


NA - Advances in Consumer Research Volume 44 | 2016

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