This paper presents an alternative, “Latin” vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but re‐establish communal embeddedness. The citizen 2002 less interested in objects consumption than links and identities that come with them. Latin view holds people like gather together tribes such social, proximate communities are more affective influential on people’s behaviour either marketing institutions or other “formal” cultural...

Purpose To analyse the power that a virtual brand community exerts over of mass‐marketed convenience product. draw implications about strategy company can employ facing this shift. track emerging trends in communities applied to product (as opposed niche or luxury goods). Design/methodology/approach Case study web “my Nutella The Community” promoted by firm Ferrero Italy. multiple methods and was conducted through interviews with key informants, netnography document analysis. Findings...

Encapsulates the debate on topics of confusion in consumption and return community. Starting with an ethnosociological analysis structuring passage from modernity to postmodernity around metamorphosis social link, aims at clarifying explaining different levels postmodern consumption. Modernity entered history as a progressive force promising liberate humankind everyday obligations traditional bonds. As consequence, modern emphasized essentially utilitarian value (“use value”) products...

The notion of experience entered the field consumption and marketing with Holbrook Hirschman's pioneering article 1982. Twenty years later, this has become a key element in understanding consumer behaviour, and, some views, foundation for economy future. In our view, however, development is not without its risks, as concept still illdefined or, worse, defined ideological terms. To end, present paper looks 1) to give an overview different meanings ascribed word `experience' various scientific...

In marketing and consumer research, consumers have been increasingly theorized as producers. However, these theorizations do not take all facets of consumers’ productive role into account. This paper mobilizes both post-Marxist economics post-Maussian socioeconomics to develop the concept working consumer. depicts who, through their immaterial labour, add cultural affective value market offerings. so doing increase offerings, although they usually work at primary level sociality...

This special issue continues the critical engagement with popular discourses of Prahalad’s value co-creation paradigm and Vargo Lusch’s service-dominant logic marketing. The intensity debate among marketing scholars over these two management concepts demonstrates how much is at stake — conceptually politically when roles consumer producer become blurred. Economic value, ownership, consumption, production need to be redefined, political ideas relationship between social economic require...

Abstract How can we comprehend people who pay for an experience marketed as painful? On one hand, consumers spend billions of dollars every year to alleviate different kinds pain. the other millions individuals participate in extremely painful leisure pursuits. In trying understand this conundrum, ethnographically study a popular adventure challenge where participants subject themselves electric shocks, fire, and freezing water. Through sensory intensification, pain brings body into sharp...

Abstract An entire research current has taken on the mantle of analysing growing quest part contemporary consumers for immersion into varied experiences. But there been little empirical analysis this process and experience it produces. This paper introduces develops subjective operations that undertake in their efforts to be submerged consumption experience. It uses based introspective reports filed by who attended a series classical music concerts. The results suggest that, rather than...

Abstract Tribes constitute a research focus for postmodern consumer and an alternative way of targeting marketing action. Consumers are supposed to value the goods services which, through their linking value, permit support social interaction communal type, products or that AB not fact being A B. This paper seeks explore current developments in terms methods used identify tribes approaches elaborate offer which is capable supporting tribal rites capitalise, at brand image level, on these...

Purpose The “brand community” concept believes that the meaning of brand transcends national boundaries. However, such an assumption presents challenges arising out several reasons including co‐existence sub‐tribes within a given community allocate different meanings to particular brand. This plurality seems exacerbated for global brands where are shaped by tremendously varying cultures. Aims address issues. Design/methodology/approach text relies on comparative study attributed one brand,...

Abstract This paper reveals the three major faces of "new consumer" that has emerged during last 30 years throughout marketing discourses. The shows how these interact to format structure consumer competencies: individualistic competencies dialogue are combined with hedonistic play together creative resources integration. concludes a discussion about existence within discourses governmental process puts pressure on today's citizens see and think themselves as consumers in first instance....

Purpose – The purpose of this paper is to contribute knowledge regarding the nature successful and unsuccessful value co-creation processes between firms brand communities strategies used address latter. Design/methodology/approach draws on a netnographic study online collaborative platform known as Alfisti.com , which carmaker Alfa Romeo launched enhance with its most devoted consumers, “Alfisti”. Findings findings identify three groups practices: interacting, identity organizing practices....

We explore the slow disappearance of postmodern critique that challenged mainstream marketing and emphasised importance locating phenomena in their wider social, political historic contexts to expose embedded power relationships ideologies. After an initial overview how postmodernism impacted on theorising consumer research, we highlight it reached saturation point, with many its ideas accepted into marketing. Following this claimed demise critique, review proliferation post-postmodern...

Through collaborative marketing approaches, companies invite consumers to provide unpaid contributions. Companies commonly do this in the realm of brand communities. The key question article addresses is how can a company lead offer contributions brands as an act free will? To answer question, we develop framework based on volunteer commitment research study actions takes engage work for brands. We use analyse online collaboration promoted by carmaker Fiat with its community Alfa Romeo...

Selon tout un courant de recherche, le consommateur cherche à s'immerger dans des expériences consommation plutôt qu'à simplement rencontrer produits finis. Cependant, ce phénomène d'immersion et moyen d'y accéder ont fait l'objet peu recherches empiriques en marketing. À partir d'une revue l'état l'art marketing, cadre conceptuel l'appropriation est introduit développé pour rendre compte opérations subjectives menées par l'immersion. Une analyse empirique, fondée sur les récits...

Cette contribution à caractère théorique analyse l'influence de l'ethnologie sur la recherche contemporaine en comportement du consommateur et distribution. Sur cette base, elle définit notion d'ethnomarketing précise posture épistémologique les modalités opératoires. Enfin, une dernière partie détaille apports managériaux l'ethnomarketing.

Cet article s'intéresse moins à la réalité du nouveau consommateur qu'à construction de ce par les discours marketing produits chercheurs et consultants. Par une approche généalogique, il met d'abord en évidence trois figures majeures qui ont émergé ces vingt dernières années (consommateur individualiste pour le début 90; hédoniste tournant millénaire; créatif moitié des 2000). Puis montre comment se sédimentent structurer compétences consommateur: aux dialogue individualiste, s'ajoutent...

Le marketing experientiel conduit les gestionnaires de marque a faire vivre des brand experiences leurs consommateurs. Contrairement ce que tenants l’economie l’experience ont essaye leur croire, ils ne peuvent pas creer et gerer consommateurs, mais construire contextes experientiels dans lesquels le consommateur pourra s’immerger pour avoir acces une experience marque. Pour realiser cette immersion, il suffit sur-stimuler sens l’imaginaire du par mise en scene spectaculaire un contexte...

Le Consumer Made est le resultat de la mise en jeu des competences d’un ou certains consommateurs afin modifier d’ameliorer l’offre des entreprises et d’arriver ainsi a une creation originale. Pour les entreprises, il represente demarche interessante d’outsourcing d’idees aupres creatifs experimentes, exploitant leur capital intellectuel, donnant echange possibilite de donner avis sur ce qui devrait etre concu, produit, developpe, mis service transforme par l’entreprise. Cet article...