Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols

Le luxe c’est geek ? Etude exploratoire de l’appropriation par les marques de symboles sous-culturels

Marine Boyaval (), Arnaud Delannoy (), Olivier Nicolas (), Alexandre Tiercelin () and Marion Garnier ()
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Marine Boyaval: Université de Lille, LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille
Arnaud Delannoy: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Olivier Nicolas: IAE Lille - IAE Lille University School of Management - Lille - Université de Lille
Alexandre Tiercelin: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Marion Garnier: ESC Grenoble - Ecole Supérieure de Commerce de Grenoble - EESC-GEM Grenoble Ecole de Management

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Abstract: Subcultures are likely to follow or undergo a cycle leading to their appropriation by the mainstream and their commodification (Goulding and Saren, 2007; Arsel and Thompson, 2010). As part of this communication, we try to understand how members of a subculture react to the appropriation of their symbols by a market and brands that are at first sight incongruent with the subculture. We are particularly interested in the case of the appropriation of symbols of the geek subculture by luxury brands, by offering a reading of the trajectories of several members of this culture vis-à-vis this symbolic appropriation.

Keywords: Sous culture de consommation; geek; luxe; publicité (search for similar items in EconPapers)
Date: 2022-11-17
New Economics Papers: this item is included in nep-cul and nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-04213976v1
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Published in Journées Normandes de Recherche sur la Consommation, Nov 2022, Le Havre, France

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