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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Culinary culture, gastrobrands and identity myths: 'Nigella', an iconic brand in the baking

Hewer, Paul and Brownlie, Douglas (2009) Culinary culture, gastrobrands and identity myths: 'Nigella', an iconic brand in the baking. Advances in Consumer Research, 36. pp. 482-487. ISSN 0098-9258

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Abstract

This paper investigates ways in which celebrity functions as a mode of economic production whereby cultural resources are celebritized in pursuit of marketplace appeals. We explore those issues through developing case material that consists of representations of a celebrity chef which are available for consumption through a collection of superior photographic print images situated within a contemporary 'lifestyle' cookery book to explore how an evolving iconic brand can be understood not merely as a way of structuring competition, but as a 'media object' which is the product of the logic of celebrity culture and the celebrity gastro brand of 'Nigella'.