IDEAS home Printed from https://ideas.repec.org/p/hal/gemptp/hal-04213976.html
   My bibliography  Save this paper

Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols
[Le luxe c’est geek ? Etude exploratoire de l’appropriation par les marques de symboles sous-culturels]

Author

Listed:
  • Marine Boyaval

    (Université de Lille, LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Arnaud Delannoy

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Olivier Nicolas

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

  • Alexandre Tiercelin

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Marion Garnier

    (ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management)

Abstract

Subcultures are likely to follow or undergo a cycle leading to their appropriation by the mainstream and their commodification (Goulding and Saren, 2007; Arsel and Thompson, 2010). As part of this communication, we try to understand how members of a subculture react to the appropriation of their symbols by a market and brands that are at first sight incongruent with the subculture. We are particularly interested in the case of the appropriation of symbols of the geek subculture by luxury brands, by offering a reading of the trajectories of several members of this culture vis-à-vis this symbolic appropriation.

Suggested Citation

  • Marine Boyaval & Arnaud Delannoy & Olivier Nicolas & Alexandre Tiercelin & Marion Garnier, 2022. "Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols [Le luxe c’est geek ? Etude exploratoire de l’appropriation par les marques de symboles sous-culturels]," Grenoble Ecole de Management (Post-Print) hal-04213976, HAL.
    • Handle: RePEc:hal:gemptp:hal-04213976
    Note: View the original document on HAL open archive server: https://hal.science/hal-04213976
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04213976/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kisielius, Jolita & Sternthal, Brian, 1986. "Examining the Vividness Controversy: An Availability-Valence Interpretation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 418-431, March.
    2. Fabien Pecot & Virginie de Barnier, 2015. "Stratégies de marques de ville basées sur le patrimoine de marque : le rôle des symboles," Post-Print hal-01472732, HAL.
    3. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    4. Kates, Steven M, 2002. "The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 383-399, December.
    Full references (including those not matched with items on IDEAS)

    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. Marine Boyaval & Arnaud Delannoy & Olivier Nicolas & Alexandre Tiercelin & Marion Garnier, 2022. "Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols [Le luxe c’est geek ? Etude exploratoire de l’appropriation par les marques de symboles sous-culturels]," Post-Print hal-04213976, HAL.
    2. Matthew Hawkins, 2019. "The effect of activity identity fusion on negative consumer behavior," Post-Print hal-02014635, HAL.
    3. Hawkins, Matthew A., 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Matthew Hawkins, 2020. "The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing," Post-Print hal-02943037, HAL.
    5. Joel Hietanen & Antti Sihvonen, 2021. "Catering to Otherness: Levinasian Consumer Ethics at Restaurant Day," Journal of Business Ethics, Springer, vol. 168(2), pages 261-276, January.
    6. Delphine Godefroit-Winkel & Lisa Peñaloza, 2024. "The Ethics of Freedom in Consumption: An Ethnographic Account of the Social Dimensions of Supermarket Shopping for Moroccan Women," Journal of Business Ethics, Springer, vol. 189(3), pages 479-506, January.
    7. Tuncay, Linda & Otnes, Cele C., 2008. "The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers," Journal of Retailing, Elsevier, vol. 84(4), pages 487-499.
    8. Anis Jounaid & Abdelmajid Amine, 2018. "L'ambivalence De La Consommation Contre-Culturelle : Le Role Du Style Heavy Metal Dans La Dialectique Contre-Culture/Culture Dominante," Post-Print hal-02022689, HAL.
    9. Walther, Luciana & Schouten, John W., 2016. "Next stop, Pleasure Town: Identity transformation and women's erotic consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 273-283.
    10. Avery, Jill, 2012. "Defending the markers of masculinity: Consumer resistance to brand gender-bending," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 322-336.
    11. Goulding, Christina & Saren, Michael, 2016. "Transformation, transcendence, and temporality in theatrical consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 216-223.
    12. Kim, Juran & Kang, Seungmook & Bae, Joonheui, 2022. "Human likeness and attachment effect on the perceived interactivity of AI speakers," Journal of Business Research, Elsevier, vol. 144(C), pages 797-804.
    13. Mikko Kurenlahti & Arto O. Salonen, 2018. "Rethinking Consumerism from the Perspective of Religion," Sustainability, MDPI, vol. 10(7), pages 1-18, July.
    14. Matthew Hawkins, 2018. "Researching and marketing to consumption collectives," Post-Print hal-01809954, HAL.
    15. Sladjana Nørskov & Yun Mi Antorini & Morten Berg Jensen, 2019. "Innovative Brand Community Members and Their Willingness to Share Ideas with Companies," World Scientific Book Chapters, in: Alexander Brem & Joe Tidd & Tugrul Daim (ed.), Managing Innovation Understanding and Motivating Crowds, chapter 6, pages 145-169, World Scientific Publishing Co. Pte. Ltd..
    16. G. Debucquet & P. Guillotreau & G. Lazuech & F. Salladarré & J. Troiville, 2020. "Sense of belonging and commitment to a community-supported fishery. The case of Yeu Island, France," Review of Agricultural, Food and Environmental Studies, Springer, vol. 101(4), pages 439-459, December.
    17. Bulmer, Sandy & Buchanan-Oliver, Margo, 2010. "Experiences of brands and national identity," Australasian marketing journal, Elsevier, vol. 18(4), pages 199-205.
    18. Pomering, Alan & Johnson, Lester W., 2009. "Constructing a corporate social responsibility reputation using corporate image advertising," Australasian marketing journal, Elsevier, vol. 17(2), pages 106-114.
    19. Camilla Barbarossa, 2014. "La comunicazione organizzativa interna nelle organizzazioni di consumo etico: alcune riflessioni sui gruppi di acquisto solidale," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2014(1), pages 109-124.
    20. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.

    More about this item

    Keywords

    Sous culture de consommation; geek; luxe; publicité;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:hal:gemptp:hal-04213976. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.