IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v123y2021icp438-449.html
   My bibliography  Save this article

Conflicting coexistence of legitimation and delegitimation logics in a revived market: The case of a traditional clothing market

Author

Listed:
  • Regany, Fatima
  • Benmecheddal, Ahmed
  • Belkhir, Meriam
  • Djelassi, Souad

Abstract

Research on market shaping highlights the capacity of actors to influence a market by legitimating/delegitimating a consumption practice. This literature emphasizes the institutional work of actors in creating or transforming a market. However, little attention has been paid to the consequences for market shaping when some institutional actors endeavor to disrupt a market while others seek to maintain it. Drawing on a qualitative study of the Tunisian Sefsari clothing market, we show that actors in the dominated market logic can revive the market by working institutionally in response to institutional forces disrupting the Sefsari market. The market studied is shaped by a relationship between two opposing institutional logics that translates into an institutional complexity conveying identity tensions. By exploring market shaping as an outcome of dialogical legitimation/delegitimation work by institutional actors, our findings contribute to existing theorizations of market shaping and have a number of managerial implications.

Suggested Citation

  • Regany, Fatima & Benmecheddal, Ahmed & Belkhir, Meriam & Djelassi, Souad, 2021. "Conflicting coexistence of legitimation and delegitimation logics in a revived market: The case of a traditional clothing market," Journal of Business Research, Elsevier, vol. 123(C), pages 438-449.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:438-449
    DOI: 10.1016/j.jbusres.2020.09.037
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320306184
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.09.037?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Stephen Brown & Pierre McDonagh & Clifford J. Shultz II, 2013. "Titanic: Consuming the Myths and Meanings of an Ambiguous Brand," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 595-614.
    2. Joel Hietanen & Joonas Rokka, 2015. "Market practices in countercultural market emergence," Post-Print hal-02313311, HAL.
    3. Dion, Delphine & Mazzalovo, Gérald, 2016. "Reviving sleeping beauty brands by rearticulating brand heritage," Journal of Business Research, Elsevier, vol. 69(12), pages 5894-5900.
    4. Daiane Scaraboto & Eileen Fischer, 2013. "Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1234-1257.
    5. Royston Greenwood & Amalia Magán Díaz & Stan Xiao Li & José Céspedes Lorente, 2010. "The Multiplicity of Institutional Logics and the Heterogeneity of Organizational Responses," Organization Science, INFORMS, vol. 21(2), pages 521-539, April.
    6. Thompson, Craig J & Pollio, Howard R & Locander, William B, 1994. "The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers' Expressed Meanings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 432-452, December.
    7. Diane M. Martin & John W. Schouten, 2014. "Consumption-Driven Market Emergence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 855-870.
    8. Ghaffari, Mahsa & Jafari, Aliakbar & Sandikci, Ozlem, 2019. "The role of mundane and subtle institutional work in market dynamics: A case of fashion clothing market," Journal of Business Research, Elsevier, vol. 105(C), pages 434-442.
    9. Ashlee Humphreys, 2010. "Semiotic Structure and the Legitimation of Consumption Practices: The Case of Casino Gambling," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 490-510, October.
    10. Tuba Üstüner & Douglas B. Holt, 2010. "Toward a Theory of Status Consumption in Less Industrialized Countries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 37-56, June.
    11. Dorothee Baumann-Pauly & Andreas Georg Scherer & Guido Palazzo, 2016. "Managing Institutional Complexity: A Longitudinal Study of Legitimacy Strategies at a Sportswear Brand Company," Journal of Business Ethics, Springer, vol. 137(1), pages 31-51, August.
    12. Pierre-Yann Dolbec & Eileen Fischer, 2015. "Refashioning a Field? Connected Consumers and Institutional Dynamics in Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1447-1468.
    13. Özlem Sandikci & Güliz Ger, 2010. "Veiling in Style: How Does a Stigmatized Practice Become Fashionable?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 15-36, June.
    14. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    15. Tuba stner & Douglas B. Holt, 2007. "Dominated Consumer Acculturation: The Social Construction of Poor Migrant Women's Consumer Identity Projects in a Turkish Squatter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 41-56, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.
    2. Benmecheddal, Ahmed & Nguyen, Arthur & Özçaglar-Toulouse, Nil, 2023. "The micro dynamics of participation in collective market work: The case of Community-Supported Agriculture in France," Journal of Business Research, Elsevier, vol. 157(C).
    3. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    2. Ghaffari, Mahsa & Jafari, Aliakbar & Sandikci, Ozlem, 2019. "The role of mundane and subtle institutional work in market dynamics: A case of fashion clothing market," Journal of Business Research, Elsevier, vol. 105(C), pages 434-442.
    3. Zanette, Maria Carolina & Scaraboto, Daiane, 2019. "“To Spanx or not to Spanx”: How objects that carry contradictory institutional logics trigger identity conflict for consumers," Journal of Business Research, Elsevier, vol. 105(C), pages 443-453.
    4. Pedeliento, Giuseppe & Bettinelli, Cristina & Andreini, Daniela & Bergamaschi, Mara, 2018. "Consumer entrepreneurship and cultural innovation: The case of GinO12," Journal of Business Research, Elsevier, vol. 92(C), pages 431-442.
    5. Benmecheddal, Ahmed & Nguyen, Arthur & Özçaglar-Toulouse, Nil, 2023. "The micro dynamics of participation in collective market work: The case of Community-Supported Agriculture in France," Journal of Business Research, Elsevier, vol. 157(C).
    6. Wiart, Lucie & Özçağlar-Toulouse, Nil & Shaw, Deirdre, 2022. "Maintaining market legitimacy: A discursive-hegemonic perspective on meat," Journal of Business Research, Elsevier, vol. 144(C), pages 391-402.
    7. Diaz Ruiz, Carlos & Makkar, Marian, 2021. "Market bifurcations in board sports: How consumers shape markets through boundary work," Journal of Business Research, Elsevier, vol. 122(C), pages 38-50.
    8. Castilhos, Rodrigo B. & Fonseca, Marcelo J., 2016. "Pursuing upward transformation: The construction of a progressing self among dominated consumers," Journal of Business Research, Elsevier, vol. 69(1), pages 6-17.
    9. Ben Slimane, Karim & Chaney, Damien & Humphreys, Ashlee & Leca, Bernard, 2019. "Bringing institutional theory to marketing: Taking stock and future research directions," Journal of Business Research, Elsevier, vol. 105(C), pages 389-394.
    10. Shekhar, Sudhanshu & Manoharan, Bhupesh & Rakshit, Krishanu, 2020. "Going cashless: Change in institutional logic and consumption practices in the face of institutional disruption," Journal of Business Research, Elsevier, vol. 114(C), pages 60-79.
    11. Zeynep Arsel & Darren DahlEditor & Eileen FischerEditor & Gita JoharEditor & Vicki MorwitzEditor, 2017. "Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 939-948.
    12. Bernd Schmitt & J Joško Brakus & Alessandro Biraglia, 2022. "Consumption Ideology [Ideology and Terror: A Novel Form of Government]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 74-95.
    13. Jenna Drenten & Robert L Harrison & Nicholas J Pendarvis, 2023. "More Gamer, Less Girl: Gendered Boundaries, Tokenism, and the Cultural Persistence of Masculine Dominance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 2-24.
    14. Hartmann, Benjamin J. & Brunk, Katja H., 2019. "Nostalgia marketing and (re-)enchantment," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 669-686.
    15. Geiger, Susi & Kjellberg, Hans, 2021. "Market mash ups: The process of combinatorial market innovation," Journal of Business Research, Elsevier, vol. 124(C), pages 445-457.
    16. Eric Arnould & David Crockett & Giana Eckhardt, 2021. "Informing marketing theory through consumer culture theoretics," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 1-8, June.
    17. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    18. da Fonseca, André Luís A. & Campos, Roberta D., 2021. "The cultural intertwining of consumption and entrepreneurship: A selective review of qualitative studies," Journal of Business Research, Elsevier, vol. 135(C), pages 149-162.
    19. Go Jefferies, Josephine & Bishop, Simon & Hibbert, Sally, 2019. "Customer boundary work to navigate institutional arrangements around service interactions: Exploring the case of telehealth," Journal of Business Research, Elsevier, vol. 105(C), pages 420-433.
    20. Lydia Ottlewski, 2021. "Building and Strengthening Community at the Margins of Society through Social Enterprise," Sustainability, MDPI, vol. 13(21), pages 1-15, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:438-449. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.