Description

• Title:
  Consumers, Play and Communitas—an Anthropological View on Building Consumer Involvement on a Mass Scale
• Creator:
  Karpinska-Krakowiak, Malgorzata
• Contributor:
  University of Lodz;
  Małgorzata Karpińska-Krakowiak (Ph.D.), assistant professor in the Department of International Marketing and Retailing at the University of Łódź. Main fields of academic research: marketing communications, consumer behaviour, brandmanagement.;
  mkarpinska@uni.lodz.pl
• Description:
  There is an increasing interest in effective methods for building consumer involvement on a mass scale. This paper offers an interdisciplinary theoretical framework for consumer involvement analysis and forwards an anthropological approach to this issue. It uses categories of play and communitas to examine cultural dynamics underlying consumer involvement. It summarizes and extends theoretical understanding of the topic and provides numerous examples from contemporary marketplace such as Heineken Open’er Festival and Volkswagen ‘Fun Theory’ initiative. Several research propositions are formulated for future empirical endeavors and implications for practice are defined.
• Object availability:
  free access
• Date:
  2015.03.16;
  2014
• Type:
  Article
• Language:
  English
• Format:
  application/pdf
• Publisher:
  Polskie Towarzystwo Socjologiczne
• Relation:
  Polish Sociological Review;3(187)
• Subject:
  communitas;
  consumer involvement;
  Heineken Open’er Festival;
  marketing events;
  play;
  the Fun Theory
• Identifier:
  1231 – 1413;
  http://hdl.handle.net/11089/7340
• Data provider:
  Repozytorium Uniwersytetu Łódzkiego
• Can I use it?:
  seek permission
• Type:
  image