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Authenticating by Re-Enchantment: The Discursive Making of Craft Production
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre.
Stockholm University.
2013 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 29, no 7-8, 882-911 p.Article in journal (Refereed) Published
Abstract [en]

This paper presents an analysis of the way brand authentication operates through discursive enchantment as a series of ongoing negotiations among different market actors. We suggest that one specific type of enchantment, the concept of craft production, has been given too sparse attention in conceptualisations of authenticity. Through a qualitative multi-method inquiry based into the guitar subculture and a brand genealogy of the pseudo-Swedish guitar brand Hagstrom, we show how the rationalising trajectories of modernity can not only have disenchanting effects, but can also be dis-authenticating. We illustrate how various marketplace participants collectively engage in brand re-enchantment processes that provide the springboard for re-authenticating rationalised production through five enchanting craft discourses: vocation, dedication, tradition, mystification, and association.

Place, publisher, year, edition, pages
2013. Vol. 29, no 7-8, 882-911 p.
Keyword [en]
consumer culture theory, authenticity, enchantment, retro brand, netnography, brand genealogy, craft production
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-18431DOI: 10.1080/0267257X.2012.732596OAI: oai:DiVA.org:hj-18431DiVA: diva2:533232
Available from: 2012-06-13 Created: 2012-06-13 Last updated: 2013-11-21Bibliographically approved
In thesis
1. Consumption and Practice: Unfolding Consumptive Moments and the Entanglement with Productive Aspects
Open this publication in new window or tab >>Consumption and Practice: Unfolding Consumptive Moments and the Entanglement with Productive Aspects
2013 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

This thesis investigates consumption through a practice-theoretical perspective. Practices are routinized sets of human activity involving doings, meanings, and objects. Previous work has suggested conceiving of consumption as moments in practices. Yet, empirical and conceptual blind spots exist when it comes to understanding how consumption operates as practice moments. This thesis sets out to develop this conception of consumption by examining how consumption unfolds as practice moments.

The study of consumption in relation to practices, however, is complicated by long-standing debates in marketing and business literature that impart the notion of consumption being entangled with production in various ways. These debates infuse the idea that in order to understand consumption one must also pay attention to its links with productive aspects.

By treating practices as the empirical and theoretical sites for consumption and its entanglement with productive aspects, this thesis offers an alternative way of researching and theorizing consumption in relation to practice, and in relation to productive aspects. It presents four papers that draw on qualitative and quantitative empirical data collected in the contexts of online community practices, discursive re-enchantment practices, electric guitar playing, and gardening.

The collective findings and analysis of the four papers reveal how consumption unfolds as practice moments in terms of ingredient, momentum, transformation, and consequence. Unfolding consumption in this way offers conceptual specification of its operation in relation to practices. Moreover, it allows theorization of how consumptive moments are linked to productive aspects in two ways: first, by specifying how consumptive moments are inherently productive; and second, by giving insight into the dyadic relation between consumptive and productive practice moments.

Rather than collapsing consumption and production into one and the same or treating them as inherent in roles of consumers, producers, and prosumers, as advocated by previous works, this thesis suggests that consumption and production are useful analytical categories if framed as moments inherent in the practices that comprise our marketplaces and cultures. Several relevant implications emerge from this understanding regarding the concept of prosumption, the development of practice theory, understanding the operation of consumption in consumer culture, theorizing value creation, and the shaping of a practice-oriented marketing approach.

Place, publisher, year, edition, pages
Jönköping: Jönköping International Business School, 2013. 323 p.
Series
JIBS Dissertation Series, ISSN 1403-0470 ; 093
National Category
Economics and Business
Identifiers
urn:nbn:se:hj:diva-22601 (URN)978-91-86345-47-1 (ISBN)
Public defence
2013-12-13, B1014, Jönköping University, Jönköping, 10:00
Opponent
Supervisors
Available from: 2013-11-21 Created: 2013-11-21 Last updated: 2013-11-21Bibliographically approved

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