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
A Model of Consumer Self-Regulation Failure
Keith Wilcox, Columbia University, USA
Red Flag! The Consequences of Alerting Consumers to Fake Reviews
Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, USA
Deprivation of Control and the Phonetic Appeal of Brand Names
Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management