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.


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.


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


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal

Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA

Read More


Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

Read More


Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, 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.