Negotiating Distinctions: How Brands Become Cultural Resources

The metaphor of “cultural resource” has been widely used by researchers in CCT to describe the role of brands in the production of culture. The purpose of this presentation is twofold. First, we provide an overview of the different interpretative uses of the cultural resource metaphor in the recent CCT literature on brands. Second, we employ the concept of brand system to explain how consumers use brands as unique cultural resources. Our findings reveal that brands become cultural resources only with respect to consumers’ social communications about them. Implications are discussed using Apple’s ipod music player as an empirical example.



Citation:

Risto Moisio, Eric Arnould, and Zeynep Arsel (2005) ,"Negotiating Distinctions: How Brands Become Cultural Resources", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 10--11.

Authors

Risto Moisio, University of Nebraska - Lincoln
Eric Arnould, University of Nebraska - Lincoln
Zeynep Arsel, University of Wisconsin - Madison



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

How Numeric Roundness Influences Probability Perceptions

Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

L14. Christmas Decorations in September – What Happened to Halloween? The Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions

Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

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.