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Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict

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  • Marius K. Luedicke
  • Craig J. Thompson
  • Markus Giesler
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    Abstract

    Consumer researchers have tended to equate consumer moralism with normative condemnations of mainstream consumer culture. Consequently, little research has investigated the multifaceted forms of identity work that consumers can undertake through more diverse ideological forms of consumer moralism. To redress this theoretical gap, we analyze the adversarial consumer narratives through which a brand-mediated moral conflict is enacted. We show that consumers' moralistic identity work is culturally framed by the myth of the moral protagonist and further illuminate how consumers use this mythic structure to transform their ideological beliefs into dramatic narratives of identity. Our resulting theoretical framework explicates identity-value-enhancing relationships among mythic structure, ideological meanings, and marketplace resources that have not been recognized by prior studies of consumer identity work. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2010)
    Issue (Month): 6 (04)
    Pages: 1016-1032

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    Handle: RePEc:ucp:jconrs:v:36:y:2010:i:6:p:1016-1032

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Ewing, Michael T. & Wagstaff, Peter E. & Powell, Irene H., 2013. "Brand rivalry and community conflict," Journal of Business Research, Elsevier, vol. 66(1), pages 4-12.
    2. Stefano Pace, 2013. "Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self," Journal of Business Ethics, Springer, vol. 112(1), pages 25-46, January.
    3. F├╝ller, Johann & Schroll, Roland & von Hippel, Eric, 2013. "User generated brands and their contribution to the diffusion of user innovations," Research Policy, Elsevier, vol. 42(6), pages 1197-1209.
    4. Koll, Oliver & von Wallpach, Sylvia, 2014. "Intended brand associations: Do they really drive consumer response?," Journal of Business Research, Elsevier, vol. 67(7), pages 1501-1507.

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