Uncovering Covert Consumer Resistance in the UK Pet Marketplace

Marketing

Keywords

Covert resistance , consumer identity, pet owners, photo-elicitation

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

Published

Standard

Uncovering Covert Consumer Resistance in the UK Pet Marketplace. / McEachern, Morven; Cheetham, FC.
2011. Paper presented at 39th EMAC Conference, Ljubliana, Slovenia.

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

Harvard

McEachern, M & Cheetham, FC 2011, 'Uncovering Covert Consumer Resistance in the UK Pet Marketplace', Paper presented at 39th EMAC Conference, Ljubliana, Slovenia, 24/05/11 - 27/05/11.

APA

McEachern, M., & Cheetham, FC. (2011). Uncovering Covert Consumer Resistance in the UK Pet Marketplace. Paper presented at 39th EMAC Conference, Ljubliana, Slovenia.

Vancouver

McEachern M, Cheetham FC. Uncovering Covert Consumer Resistance in the UK Pet Marketplace. 2011. Paper presented at 39th EMAC Conference, Ljubliana, Slovenia.

Author

McEachern, Morven ; Cheetham, FC. / Uncovering Covert Consumer Resistance in the UK Pet Marketplace. Paper presented at 39th EMAC Conference, Ljubliana, Slovenia.

Bibtex

@conference{659a17367f214fabb2ff761d4128db80,

title = "Uncovering Covert Consumer Resistance in the UK Pet Marketplace",

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. ",

keywords = "Covert resistance , consumer identity, pet owners, photo-elicitation",

author = "Morven McEachern and FC Cheetham",

year = "2011",

month = may,

day = "24",

language = "English",

note = "39th EMAC Conference ; Conference date: 24-05-2011 Through 27-05-2011",

}

RIS

TY - CONF

T1 - Uncovering Covert Consumer Resistance in the UK Pet Marketplace

AU - McEachern, Morven

AU - Cheetham, FC

PY - 2011/5/24

Y1 - 2011/5/24

N2 - 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.

AB - 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.

KW - Covert resistance

KW - consumer identity

KW - pet owners

KW - photo-elicitation

M3 - Conference paper

T2 - 39th EMAC Conference

Y2 - 24 May 2011 through 27 May 2011

ER -

Research

Keywords