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Maintaining market legitimacy: A discursive-hegemonic perspective on meat

Author

Listed:
  • Lucie Wiart

    (NEOMA - Neoma Business School)

  • Nil Özçağlar-Toulouse

    (Université de Lille)

  • Deirdre Shaw

    (University of Glascow)

Abstract

The current and ongoing planetary crisis is further challenging previously legitimized markets, yet in consumer research insight into maintaining legitimacy in markets subject to multiple forms of contestation has been overlooked. While existing research focuses on one type of contestation in isolation, we focus on multiple forms of market challenge, differentiating between practical and symbolic forms of contestation. In doing so, we contribute to consumer research literature through an examination of the differing logics at play in the process of market legitimacy maintenance. Drawing on a discursive-hegemonic perspective, we theorize two different hegemonic logics that contribute to sustaining market legitimacy. As research traditionally focuses on meaning reconstruction and negotiation in the face of contestation (often theorized as co-optation), in this research we also point out the existence of another logic of meaning, namely, naturalization.

Suggested Citation

  • Lucie Wiart & Nil Özçağlar-Toulouse & Deirdre Shaw, 2022. "Maintaining market legitimacy: A discursive-hegemonic perspective on meat," Post-Print halshs-04827234, HAL.
    • Handle: RePEc:hal:journl:halshs-04827234
    DOI: 10.1016/j.jbusres.2022.02.024
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04827234v1
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    Cited by:

    1. Giuseppe Pedeliento & Federico Mangiò & Gabriele Murtas & Daniela Andreini, 2023. "Market system dynamics (MSD): A process-oriented review of the literature," AMS Review, Springer;Academy of Marketing Science, vol. 13(3), pages 173-195, December.

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