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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]

Author

Listed:
  • 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)

  • 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)

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.

Suggested Citation

  • Marine Boyaval & Arnaud Delannoy & Olivier Nicolas & Alexandre Tiercelin & Marion Garnier, 2022. "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]," Grenoble Ecole de Management (Post-Print) hal-04213976, HAL.
    • Handle: RePEc:hal:gemptp:hal-04213976
    Note: View the original document on HAL open archive server: https://hal.science/hal-04213976
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    References listed on IDEAS

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    Keywords

    Sous culture de consommation; geek; luxe; publicité;
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