Glocalisation, Authenticity and Consumption: a Qualitative Investigation of the Australian Hip Hop Culture
This paper examines the symbolic meanings assigned to brands by the Australian Hip Hop culture. Using an ethnographic methodology the researcher found that the glocalised nature of the Australian Hip Hop culture and the creolised interpretations of meanings influenced members’ consumption habits. In particular the culture’s values of authentically representing one’s self and one’s place were signified through consumption. Implications for marketers are discussed.
Damien Arthur (2005) ,"Glocalisation, Authenticity and Consumption: a Qualitative Investigation of the Australian Hip Hop Culture", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 35-43.
Damien Arthur, School of Commerce, University of Adelaide
E - European Advances in Consumer Research Volume 7 | 2005
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