Bringing institutional theory to marketing: Taking stock and future research directions

Slimane, Karim Ben; Chaney, Damien; Humphreys, Ashlee; Léca, Bernard

doi:10.1016/j.jbusres.2019.06.042

Cited by 51 publications

(36 citation statements)

References 67 publications

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“…From a measurement and analysis standpoint, the current research considers both micro (i.e., consumer judgments) and macro‐level approaches. Our research is primarily at the micro/consumer‐level of analysis, which is relatively lacking in the institutional theory/legitimacy literature despite being a viable level of analysis (Ansari and Phillips, 2011; Humphreys and Latour, 2013; Slimane et al ., 2019). We largely focus on consumer judgments of normative legitimacy specifically as the outcome variable of interest.…”

Section: Studies and Hypothesesmentioning

confidence: 99%

“…The construct of legitimacy has been largely absent from the marketing literature until relatively recently (Slimane et al ., 2019), and, to our knowledge, has not been used to understand the impact of race in the P2P marketplace. This gap is notable, as legitimacy is inherently related to the establishment of trust, which is critical to the acceptance of P2P activities (Lamberton and Rose, 2012; Möhlmann, 2015).…”

mentioning

confidence: 99%

“…The current research seeks to address this gap by providing insights into how trust is generated in P2P economies. Given that race is a source of inequality in society, the study of race in the legitimation process is also well positioned to address the call for research on the role of consumers in the legitimation process, including the responsibility and influence of relatively powerful vs. powerless consumers (Slimane et al ., 2019).…”

mentioning

confidence: 99%

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Racialization of peer‐to‐peer transactions: Inequality and barriers to legitimacy

Shepherd

Matherly

2020

Journal of Consumer Affairs

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Racial disparities exist in how different peer‐to‐peer (P2P) business activities are treated. Adapting from institutional theory, whiteness theory, and stereotyping research, we find across a series of experiments that P2P activities are rated more negatively and lower in normative legitimacy when their actors are perceived to be Black as opposed to White. Local acceptance and regulative legitimacy increased normative legitimacy ratings for P2P activities in a Black community, but did not erase the normative legitimacy gap. Moreover, we find that popular terms for P2P businesses (“sharing economy” and “side hustle”) have racial associations, influencing perceptions of normative legitimacy. However, we also show that this may potentially be altered by the legitimating action (an advertising campaign) of a major P2P company employing these terms. Our results suggest that policymakers and programs for improving entrepreneurial achievement need to explicitly consider these racial associations and perceived differences in legitimacy.

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Section: Studies and Hypothesesmentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

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Racialization of peer‐to‐peer transactions: Inequality and barriers to legitimacy

Shepherd

Matherly

2020

Journal of Consumer Affairs

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“…However, one of the criticisms that can be addressed to institutional views of markets and marketing processes hinges on the little interest devoted to consumers as change agents within markets (Ben Slimane et al, in press). Indeed, the works discussed above endow companies, media, scientists, and activists with the capacity of constructing, maintaining, and altering institutional settings that shape consumptions practices and market architecture.…”

Section: Institutional Theory and Institutional Entrepreneurship: A Mmentioning

confidence: 99%

“…When meaning attached to consumption practices gains stability, it becomes reified and the practices will be taken for granted and then institutionalized. From an institutional point of view, consumers are depicted as either passive meaning takers or as proactive meaning makers and givers (Ben Slimane, Chaney, Humphreys, & Leca, in press). The later view opens up avenues of considering consumers that resist to consumption practices as able to shape the institutions that determine practices in the market.…”

Section: Introductionmentioning

confidence: 99%

Rethinking consumer resistance through institutional entrepreneurship

Chaney¹,

Slimane²

2019

International Journal of Market Research

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This article adopts an institutional view to rethink consumer resistance. Two types of consumers who resist market domination are identified: “rebels” and “entryists.” Rebels are able to consume but do not want to and oppose all or part of the market, whereas entryists want to consume but are kept out of the market. These two categories of resistant consumers are regarded as institutional entrepreneurs because they attempt to shape established institutions. Rebels are game changers, their resistance aims at disrupting market and consumption practices while entryists are justiciaries, their resistance aims at empowering those who are left behind. Implications for marketing of this renewed vision of consumer resistance are discussed in this article.

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Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

Nkuna,

Erasmus,

Olivier

2023

J of Consumer Behaviour

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Many established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means‐End‐Chain (MEC) analysis in a 3‐phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow‐up quantitative study. Implications for retail and business strategy are presented.

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Bringing institutional theory to marketing: Taking stock and future research directions

Cited by 51 publications

References 67 publications

Racialization of peer‐to‐peer transactions: Inequality and barriers to legitimacy

Racialization of peer‐to‐peer transactions: Inequality and barriers to legitimacy

Rethinking consumer resistance through institutional entrepreneurship

Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

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