Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding

@article{Holt2002WhyDB,
  title={Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding},
  author={D. Holt},
  journal={Journal of Consumer Research},
  year={2002},
  volume={29},
  pages={70-90}
}
  • D. Holt
  • Published 2002
  • Sociology
  • Journal of Consumer Research
Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects. Results of an interpretive study challenge existing theories of consumer resistance. To develop an alternative model, I first trace the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority. Intrinsic… Expand

Figures and Tables from this paper

The hermeneutics of branding
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 79 REFERENCES
...
1
2
3
4
5
...