Identity paradoxes of hipsters: What are the strategies for brands? (notice n° 419145)
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| fixed length control field | 01676cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250119123223.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Tesio, Pauline |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Identity paradoxes of hipsters: What are the strategies for brands? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2020.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 11 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This paper aims to interpret the identity paradoxes of postmodern countercultures to make them understandable and usable by brands. Taking hipster counterculture as the field of research, it attempts to answer the following question: How do brands convert the counterculture’s identity paradoxes into a lever for marketing action? A qualitative study of twenty-five in-depth interviews provides an understanding of the difference between the way hipsters perceive themselves, and the way they are perceived via a typology of six contradictory pairings: 1. lack of categorization vs community members; 2. marginal vs bourgeois; 3. avant-garde vs trendy; 4. free vs trapped by their codes; 5. self-taught vs apprentice; 6. passionate vs indifferent. These identity paradoxes result in management recommendations for brands wishing to target this type of consumer and more globally supporters of countercultural consumption. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | authenticity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | commodification process |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | connoisseurship |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | gastronomic and Bacchic brotherhoods |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Kessous, Aurélie |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | de Barnier, Virginie |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 97 | 1 | 2020-03-25 | p. 71-86 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2020-1-page-71?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2020-1-page-71?lang=en&redirect-ssocas=7080</a> |
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