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Transgression in marketing: why is it underexplored? Integrative review and research agenda
[Pourquoi la transgression en marketing est-elle sous-exploitée ? Revue intégrative et proposition d'un agenda de recherche]

Author

Listed:
  • Alicia Lefrancois

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Sophie Changeur

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Sophie Balech

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

Abstract

Within the marketing literature, it is quite common to encounter the word "transgression", suggesting that the concept is relevant for the field. However, there is no consensus around its conceptualization within the field of marketing. Using an integrative literature review (Torraco, 2005, 2016 ; Snyder, 2019), this research aims to understand how transgression has been used in marketing in order to lay the foundations for its conceptualization. We used textometry techniques to analyze our 709-marketing-research-article wide corpus. It enabled us to distinguish transgression from other concepts and to build three taxonomies of transgression. At the end of this study, we propose a research agenda aiming to deepen our understanding of the ways in which transgression can be used in marketing, especially what transgression can highlight about gendered consumption practices that are transgressive of gender norms.

Suggested Citation

  • Alicia Lefrancois & Sophie Changeur & Sophie Balech, 2022. "Transgression in marketing: why is it underexplored? Integrative review and research agenda [Pourquoi la transgression en marketing est-elle sous-exploitée ? Revue intégrative et proposition d'un a," Post-Print hal-03686072, HAL.
    • Handle: RePEc:hal:journl:hal-03686072
    Note: View the original document on HAL open archive server: https://hal.science/hal-03686072
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    Keywords

    taxonomy; integrative review; conceptualization; transgression; integrative framework;
    All these keywords.

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