I Speak Starbucks, Do You? Distinction and Inclusion on Linguistic Brand Codes

Brands are active producers of cultural objects. We define and explore linguistic brand codes, branded codes that mirror natural languages. Our ethnographic study of Starbucks’ code reveals two opposing consumer discourses around embodying and opposing respectively brand codes as legitimate, though field-specific, forms of cultural capital.



Citation:

Ignacio Luri and Hope Schau (2017) ,"I Speak Starbucks, Do You? Distinction and Inclusion on Linguistic Brand Codes ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 762-763.

Authors

Ignacio Luri, University of Arizona, USA
Hope Schau, University of Arizona, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More

Featured

M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions

Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, 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.