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Uncovering Covert Consumer Resistance in the UK Pet Marketplace

Research output: Contribution to conference - Without ISBN/ISSN Conference paper

Published
Publication date24/05/2011
Number of pages0
Original languageEnglish
Event39th EMAC Conference - Ljubliana, Slovenia
Duration: 24/05/201127/05/2011

Conference

Conference39th EMAC Conference
CountrySlovenia
CityLjubliana
Period24/05/1127/05/11

Abstract

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.