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

Hewer, P.A. and Brownlie, D. (2009) Culinary culture, gastrobrands and identity myths: 'Nigella', an iconic brand in the baking. In: Advances in Consumer Research, 2009-10-01, San Francisco.

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Abstract

In his perceptive and persuasive rendering of the nature of consumer society and its obsession with fame and celebrity, McCracken (2005) states that 'the celebrity world is one of the most potent sources of cultural meaning at the disposal of the marketing system and the individual consumer'(ibid, 113). Indeed, as Pringle (2004) so bluntly puts it, 'celebrity sells'. While both authors transport us back to the 1960s and McLuhan's powerful analysis ofthe 'transforming power of media' (1964, 20), Pringle offers a managerial take on the growing complexity of the media environment, where media fragmentation, global reach and the explosion of celebrity culture go hand in hand. Olsen (1999) trenchantly observes that by virtue of the global distribution of its manufactured media product, the US Film and TV media industry is effectively assembling a 'Hollywood Planet'. Pringle takes the view that 'the celebrity phenomenon has largely been created by [US] movies and television [although] there is no doubt that other media have play[ed] a significant part' (ibid, 10).

Item type: Conference or Workshop Item (Paper)
ID code: 9365
Notes: Also published: http://strathprints.strath.ac.uk/15507/ This is a variant record V: 15507
Keywords: culinary culture, gastrobands, consumer society, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Strathprints Administrator
Date Deposited: 08 Mar 2010 14:19
Last modified: 17 Jul 2013 15:28
URI: http://strathprints.strath.ac.uk/id/eprint/9365

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