Disruptive Self-Brand Play: the Izikhothane Journey

Morally disengaged members of the Izikhothane subculture in South African townships adhere to “live life as if you have money, even though you don’t.” They engage in disruptive self-brand play with expensive high-end brands, using and destroying brands as part of their self-concept enhancement. When they morally reengage, play stops.


Liezl-Marie Kruger, Robin Coulter, and Kelly Martin (2017) ,"Disruptive Self-Brand Play: the Izikhothane Journey", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 57-62.


Liezl-Marie Kruger, University of Pretoria, South Africa
Robin Coulter, University of Connecticut, USA
Kelly Martin, Colorado State University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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