Data collected among Greenlandic immigrants in Denmark fuel a critical examination of the postassimilationist model of ethnic consumer behavior in a non-North American context. We find that Greenlandic consumer acculturation is broadly supportive of the postassimilationist model. However, acculturative processes in the Danish context lead immigrants to adopt identity positions not entirely consistent with those reported in previous postassimilationist consumer research. Further, we identify transnational consumer culture as an acculturative agent not identified in previous research on consumer ethnicity and question the performative model of culture swapping. Finally, the analysis supports ideas about postassimilationist ethnicity as culture consumed. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..
In this article we present an analysis of global youth cultural consumption based on a multisited empirical study of young consumers in Denmark and Greenland. We treat youth culture as a market ideology by tracing the emergence of youth culture in relation to marketing and how the ideology has glocalized. This transnational market ideology is manifested in the glocalization of three structures of common difference that organize our data: identity, center-periphery, and reference to youth cultural consumption styles. Our study goes beyond accounts of global homogenization and local appropriation by showing the glocal structural commonalities in diverse manifestations of youth culture. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..
This article examines how consumers may work strategically to alter market dynamics through formally organized activities. We address this issue in the context of the Danish beer market and its evolution over the last two decades, with a specific empirical focus on the role of a formally organized consumer association. We draw on key tenets of recent advances in sociological field theory, which views social order as comprising multiple and related strategic action fields. From this perspective, we describe the Danish beer market and its transformation, with an emphasis on how Danish beer enthusiasts played a significant role in altering the logics of competition in the market, but also played a significant institutionalized role within the field itself. We theorize this activity as consumers’ collective action.
In this article, the authors discuss the role branding can play in regional development in the context of the global cultural economy. They base their discussion on a set of studies of various initiatives having in common the aim of establishing the island of Funen, Denmark, as a region of particular gastronomic quality and competence. The article illustrates how processes of globalization not only result in the dissolving of local cultures by homogenizing forces but also enable the construction of places by way of marketing. In that way, the authors show that marketing not only represents a homogenization of culture through global corporate business but also that the principles of marketing and branding can be used in the service of creating sustainable small-scale production-consumption relations and, therefore, local cultural sustainability.
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