Core Stigma and the Consumption of Rupaul’S Drag Race
We explore RuPaul’s Drag Race as a stigmatized brand which has built its success on the active spectacularization of its core stigma. Focusing on how consumers generate discourses triggering acceptance and how the brand fuels these, we demonstrate how stigmatized discourses become a brand resource.
Mario Campana, Kat Duffy, and Maria Rita Micheli (2020) ,"Core Stigma and the Consumption of Rupaul’S Drag Race", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 246-247.
Mario Campana, Goldsmiths, University of London
Kat Duffy, University of Glasgow
Maria Rita Micheli, IESEG School of Management, Paris
NA - Advances in Consumer Research Volume 48 | 2020
B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust
Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA
When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions
SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France
I8. How Food Images on Social Media Influence Online Reactions
Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA