Design and Identities: the Case of Carsharing

Adèle Martin and Denis Darpy
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Adèle Martin: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Amongst the collaborative consumptions arising nowadays, sharing is one of the most widespread systems. Sharing traditionally owned objects such as cars has certainly affected the consumer-­‐possessions relationship. This paper shows the role of design in both identity and brand community building, in the context of carsharing. The carsharing system Autolib in Paris is the research field of this paper. Data from the interviews is analysed through a grounded theory method. Consistent, homogenous and peculiar car design helps a personal appropriation of a shared car by its users. In addition some design elements contribute to brand community development, mostly by creating shared rituals.

Keywords: Carsharing; Identities; Brand Communities; User Design (search for similar items in EconPapers)
Date: 2014-09-02
New Economics Papers: this item is included in nep-tre
Note: View the original document on HAL open archive server: https://hal.science/hal-01139018v1
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Published in 19th Academic Design Management Conference, Design Management Institute, Sep 2014, london, United Kingdom

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