‘Nigella’, an Iconic Brand in the Baking: Culinary Culture, Gastrobrands and Identity Myths
This paper investigates ways in which celebrity functions as a mode of economic production whereby cultural resources are celebritized in pursuit of marketplace appeals. We explore those issues through developing case material that consists of representations of a celebrity chef which are available for consumption through a collection of superior photographic print images situated within a contemporary ‘lifestyle’ cookery book to explore how an evolving iconic brand can be understood not merely as a way of structuring competition, but as a ‘media object’ which is the product of the logic of celebrity culture and the celebrity gastro brand of ‘Nigella’.
Paul Hewer and Douglas Brownlie (2009) ,"‘Nigella’, an Iconic Brand in the Baking: Culinary Culture, Gastrobrands and Identity Myths", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 482-487.
Paul Hewer, University of Strathclyde, UK
Douglas Brownlie, University of Stirling, UK
NA - Advances in Consumer Research Volume 36 | 2009
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