Market-resistance and Valentine's Day events

Extending resistance theories, this article examines multi-method data spanning over seven years of events related to a holiday market. In the context of Valentine's Day, the authors present findings and develop knowledge on anti-consumption and alternative consumption. Specifically, this artic...

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Bibliographic Details
Published inJournal of business research Vol. 62; no. 2; pp. 200 - 207
Main Authors Close, Angeline G., Zinkhan, George M.
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.02.2009
Elsevier
Elsevier Sequoia S.A
SeriesJournal of Business Research
Subjects
Alternative consumption
Alternative consumption Anti-consumption Consumer creation Holiday marketing Event marketing Gift exchange Market-resistance
Anti-consumption
Consumer behavior
Consumer behaviour
Consumer creation
Consumption
Counterculture
Event marketing
Festivals
Gift
Gift exchange
Holiday marketing
Holidays & special occasions
Market-resistance
Marketing
Resistance
Studies
Tradition
Gift exchange
Holiday marketing
Consumer creation
Alternative consumption
Anti-consumption
Market-resistance
Event marketing
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Summary:Extending resistance theories, this article examines multi-method data spanning over seven years of events related to a holiday market. In the context of Valentine's Day, the authors present findings and develop knowledge on anti-consumption and alternative consumption. Specifically, this article introduces the recurring events of gift-resistance, retail-resistance, and market-resistance. Such consumer resistance often coexists with movements towards individualism and creation of more unique alternative consumption traditions.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2008.01.027