"When people take action ..." : mainstreaming malcontent and the role of the celebrity institutional entrepreneur

Hopkinson, Gillian and Cronin, James (2015) "When people take action ..." : mainstreaming malcontent and the role of the celebrity institutional entrepreneur. Journal of Marketing Management, 31 (13-14). pp. 1383-1402. ISSN 0267-257X

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As the challenges of sustainability intensify at a global level, it is becoming increasingly more important to encourage, support and promote the mainstream adoption of mindful and ecologically-viable consumption. Drawing on institutional theory and an interpretive investigation of Hugh Fearnley-Whittingstall’s Fish Fight, we explore a relatively widespread phenomenon, the celebrity campaign. We consider how such campaigns galvanise mainstream malcontent by creating mythic plots; personalising adversaries; and framing issues to encourage articulation of malcontent. Though malcontent may be fleeting, we argue that this can set in motion institutional change towards sustainable production and consumption. Celebrity campaigns demonstrate the dynamic and interrelated character of consumer and industry groups in a way that might inform other change efforts.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Additional Information:
This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 28/07/2015, available online:http://www.tandfonline.com/10.1080/0267257X.2015.1068214
Uncontrolled Keywords:
?? sustainabilitymainstream consumersactivism celebrityinstitutional entrepreneurshipinstitutional theorystrategy and managementmarketingdiscipline-based research ??
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Deposited On:
22 Jun 2015 13:22
Last Modified:
10 Jan 2024 00:19