Title :

Understanding the trend of subcultural dissemination and appropriation into mainstream marketing: When Luxury plays it Geek

Author(s) :

Boyaval, Marine [Auteur]
IAE Lille University School of Management - Lille [IAE Lille]
Lille University Management Lab - ULR 4999 [LUMEN]
Garnier, Marion [Auteur]
Ecole Supérieure de Commerce de Grenoble [ESC Grenoble]
Nicolas, Olivier [Auteur]
IAE Lille University School of Management - Lille [IAE Lille]
Delannoy, Arnaud [Auteur]
Métis Lab EM Normandie
Tiercelin, Alexandre [Auteur]
Université de Reims Champagne-Ardenne [URCA]

Conference title :

International Marketing Trends Conference

Conference organizers(s) :

ESCP

City :

Roma

Country :

France

Start date of the conference :

2022

English keyword(s) :

Geek culture Luxury Advertising Congruence Appropriation
Geek culture
Luxury
Advertising
Congruence
Appropriation

English abstract : [en]

After being mocked for decades, the geek culture is increasingly present in the media, in cultural representations, and marketing. Recently, even some luxury brands have given into the trends of using geek codes and ...
Show more >After being mocked for decades, the geek culture is increasingly present in the media, in cultural representations, and marketing. Recently, even some luxury brands have given into the trends of using geek codes and references in ads or product design, though this may seem rather incompatible. This study then explores how members and non-members of a subculture perceive its dissemination and its appropriation, and more especially, how geeks and non-geeks perceive ads for luxury brands using geek references. Two quantitative studies on a French sample explore measurement of subcultural belonging and the evaluation of ads on the perceived congruence and attitude toward the brand dimensions by members and non-members of the subculture. Results show an interesting interplay between subcultural belonging and ambivalence toward luxury on how geeks and non-geeks adhere (or not) to the subcultural appropriation trend.Show less >

Language :

Anglais

Peer reviewed article :

Oui

Audience :

Internationale

Popular science :

Non

Collections :

• Lille University Management Lab (LUMEN) - ULR 4999

Source :

Harvested from HAL