| 1. |
|
|
| 2. |
- Molander, Susanna, 1965-, et al.
(author)
-
Brand Morphogenesis : The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand
- 2023
-
In: Journal of consumer research. - : Oxford University Press (OUP). - 0093-5301 .- 1537-5277. ; 49:5, s. 762-785
-
Journal article (peer-reviewed)abstract
- How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce, and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of emergence and transformation of a brand assemblage through space and time—a process defined as brand morphogenesis. The findings detail brand morphogenesis in the sub-assemblage dynamics of exploration, actualization, and habituation of value, as heterogeneous consumer groups form consumer sub-assemblages in interaction with other brand components and interact in patterns of coexisting with, coopting, and contesting other sub-assemblages. By charting consumers’ value negotiations as they play out within and among consumer sub-assemblages, this research contributes to understanding continuity and change for brands that face increasing consumer heterogeneity.
|
|
| 3. |
|
|
| 4. |
|
|
| 5. |
- Molander, Susanna, 1965-, et al.
(author)
-
Emotion and practice : Mothering, cooking, and teleoaffective episodes
- 2018
-
In: Marketing Theory. - : SAGE Publications. - 1470-5931 .- 1741-301X. ; 18:3, s. 371-390
-
Journal article (peer-reviewed)abstract
- While emotions are a central facet of consumer culture, relatively little is known about how they are tied to the embodied and tacit aspects of everyday living. This article explores how practices organize emotions and vice versa. Pairing Schatzki's teleoaffective structure with emotions understood as intensities that are deeply inscribed in the structural blueprints of practices, we propose that the organization of emotions and practices is recursive and based on three teleoaffective episodes: anticipating, actualizing, and assessing. To illustrate this, we present an analysis of empirical material from an ethnographic study on mothering. The practice-emotion link we unfold contributes to understanding the operation of emotions in consumer culture by specifying how practices and emotions are co-constitutive. This offers novel insights into the embodied and routinized nature of emotions, illuminates the connection between practices and individuals, and highlights the role of emotions in practice change.
|
|
| 6. |
|
|
| 7. |
|
|
| 8. |
|
|
| 9. |
- Molander, Susanna, 1965-
(author)
-
Food, love and metapractices : A study of everyday dinner consumption among single mothers
- 2011
-
In: Research in Consumer Behavior. - : Emerald Group Publishing Limited. - 9781780521169 ; , s. 77-92
-
Book chapter (peer-reviewed)abstract
- Purpose: To develop Consumer Culture Theory's practice perspective to increase the understanding of the consumption context and thereby of the sociohistoric patterning of consumption.Design/methodology/approach: An ethnographic exploration of how the different practices involved in a consumption situation, like the everyday dinner among single mothers, contextualized consumption.Findings: The chapter concludes that mothering, defined as a metapractice, dominated the consumption situation and organized the other practices involved.Originality/value: Introducing the concept of meta-practices having a major influence over our consumption and thus a type of practice consumption research should look for.
|
|
| 10. |
|
|
