McEachern, Morven and Cheetham, FC (2011) Uncovering Covert Consumer Resistance in the UK Pet Marketplace. In: 39th EMAC Conference, 2011-05-242011-05-27.Full text not available from this repository.
This study draws on theories of identity and resistance to help shed light on consumer resistance in the context of the pet marketplace. A photo-elicitation technique known as autodriving is used to elicit stories from our participants concerning their cats and dogs. Although the UK pet marketplace has become increasingly engaged with the marketing of luxury brands and designer breeds, our participants were resistant to such luxury consumption practices, preferring to distance themselves from particular products and brands (including designer breeds) in the marketplace. The paper concludes with management implications and ideas for future research.
|Item Type:||Conference or Workshop Item (Paper)|
|Journal or Publication Title:||39th EMAC Conference|
|Uncontrolled Keywords:||Covert resistance ; consumer identity ; pet owners ; photo-elicitation|
|Subjects:||H Social Sciences > HF Commerce|
|Departments:||Lancaster University Management School > Marketing|
|Deposited On:||29 Mar 2012 15:20|
|Last Modified:||18 Jun 2016 04:26|
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