Abstract
The paper outlines a methodological approach for investigating how consumers create brand meaning using the material resources companies provide. The approach draws from Material Engagement Theory—to discuss the role of consumers in creating patterns of meaning by engaging with objects. It also explicates the role of objects in supporting this patterning. We explain how an in-situ diary tool (dscout, in our case) can be useful to support this approach. We demonstrate our methodological approach in the context of the Red Rooster Harlem, a cosmopolitan restaurant in New York, owned by the celebrity Chef Marcus Samuelsson.
Original language | English |
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Title of host publication | EPIC 2017 Conference Proceedings : Perspectives |
Place of Publication | Arlington |
Publisher | American Anthropological Association |
Publication date | 2017 |
Pages | 262–272 |
DOIs | |
Publication status | Published - 2017 |
Event | Ethnographic Praxis in Industry. EPIC 2017 - Montréal, Canada Duration: 22 Oct 2017 → 25 Oct 2017 https://2017.epicpeople.org/ |
Conference
Conference | Ethnographic Praxis in Industry. EPIC 2017 |
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Country/Territory | Canada |
City | Montréal |
Period | 22/10/2017 → 25/10/2017 |
Internet address |
Series | Ethnographic Praxis in Industry Conference. Conference Proceedings |
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Volume | 2017 |
ISSN | 1559-890X |