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Invisible Brands: An Ethnography of Households and the Brands in Their Kitchen Pantries

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  • Jennifer Chang Coupland

Abstract

This article investigates "invisible brands." An invisible brand is a brand that is considered mundane and blends into the household environment. Much as someone might purchase a brand for other reasons (e.g., family lineage, low price), people strive for brands that can be made invisible in their lives. A 16 mo. ethnography of households and their kitchen pantries yields insights into the process that shapes the invisible brand. The locus of meaning is in the process of brand storage, not in the consumer's identity or in a well-defined consumer-brand relationship. The data also suggest that the households use storage strategies that parallel camouflaging strategies in nature. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Jennifer Chang Coupland, 2005. "Invisible Brands: An Ethnography of Households and the Brands in Their Kitchen Pantries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 106-118, June.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:1:p:106-118
    DOI: 10.1086/429604
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    1. Khanijou, Ratna & Cappellini, Benedetta & Hosany, Sameer, 2021. "Meal for two: A typology of co-performed practices," Journal of Business Research, Elsevier, vol. 134(C), pages 675-688.
    2. Del Bucchia, Céline & Peñaloza, Lisa, 2016. "“No, I won't eat that!” Parental self-transformation in clashes of role enactment and children's will," Journal of Business Research, Elsevier, vol. 69(1), pages 145-154.
    3. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    4. Suomi, Kati & Luonila, Mervi & Tähtinen, Jaana, 2020. "Ironic festival brand co-creation," Journal of Business Research, Elsevier, vol. 106(C), pages 211-220.
    5. Cross, Samantha N.N. & Gilly, Mary C., 2014. "Consumption compromises: Negotiation and unification within contemporary families," Journal of Business Research, Elsevier, vol. 67(4), pages 449-456.
    6. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    7. Edirisingha, Prabash & Aitken, Robert & Ferguson, Shelagh, 2022. "Setting up home: The role of domestic materiality in extended family identity formation," Journal of Business Research, Elsevier, vol. 147(C), pages 1-15.
    8. Céline del Bucchia & Liza Penaloza, 2016. "“No, I won't eat that!” Parental self-transformation in clashes of role enactment and children's will," Post-Print hal-01232368, HAL.
    9. Andrea Davies & James Fitchett, 2015. "In the Family Way: Bringing a Mother-Daughter (Matrilineal) Perspective to Retail Innovation and Consumer Culture," Environment and Planning A, , vol. 47(3), pages 727-743, March.
    10. Wakefield, Lane T. & Wakefield, Robin L., 2018. "Anxiety and Ephemeral Social Media Use in Negative eWOM Creation," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 44-59.
    11. Hollenbeck, Candice R. & Kaikati, Andrew M., 2012. "Consumers' use of brands to reflect their actual and ideal selves on Facebook," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 395-405.
    12. Kniazeva, Maria & Belk, Russell W., 2010. "Supermarkets as libraries of postmodern mythology," Journal of Business Research, Elsevier, vol. 63(7), pages 748-753, July.
    13. Gyrd-Jones, Richard I. & Kornum, Niels, 2013. "Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems," Journal of Business Research, Elsevier, vol. 66(9), pages 1484-1493.
    14. Kevin Lane Keller & J Jeffrey Inman & Margaret C Campbell & Amna Kirmani & Linda L Price, 2020. "Consumer Research Insights on Brands and Branding: A JCR Curation [Uniting the Tribes: Using Text for Marketing Insight]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 995-1001.
    15. de Waal Malefyt, Timothy, 2015. "Relationship advertising: How advertising can enhance social bonds," Journal of Business Research, Elsevier, vol. 68(12), pages 2494-2502.
    16. Spiggle, Susan, 2008. "Making connections: Partner quality, identity, and community," Journal of Business Research, Elsevier, vol. 61(5), pages 455-456, May.
    17. Bradford, Tonya Williams & Sherry, John F., 2013. "Orchestrating rituals through retailers: An examination of gift registry," Journal of Retailing, Elsevier, vol. 89(2), pages 158-175.
    18. Marina Leban & Thyra Uth Thomsen & Sylvia Wallpach & Benjamin G. Voyer, 2021. "Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle," Journal of Business Ethics, Springer, vol. 169(2), pages 225-239, March.
    19. Foroudi, Pantea & Nazarian, Alireza & Ziyadin, Sayabek & Kitchen, Philip & Hafeez, Khalid & Priporas, Costas & Pantano, Eleonora, 2020. "Co-creating brand image and reputation through stakeholder’s social network," Journal of Business Research, Elsevier, vol. 114(C), pages 42-59.
    20. Marta Dapena-Baron & Thomas W. Gruen & Lin Guo, 2020. "Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 355-375, May.

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