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