Novedades académicas, actividades, divulgación y participación de la comunidad en el debate público nacional e internacional.

Escuela de Administración y Negocios

6 de agosto de 2014

Flavia Cardoso: ponente en la conferencia del Consumer Culture Theory Consortium en Helsinki, Finlandia

Entre el 26 de junio y el 29 de junio, Flavia Cardoso, profesora de la Escuela de Administración y Negocios, presentó tres papers en la Conferencia del Consumer Culture Theory Consortium (CCT). La CCT es una de las conferencias más prestigiosas en el ámbito de Consumer Behavior y reúne a los principales académicos del área de marketing y comportamiento del consumidor. El CCT Consortium está estrechamente vinculado al Journal of Consumer Research, uno de los más prestigiosos en el área de management.

A continuación los abstracts de los papers:

Experiencing Bluewater Shopping Centre: a fantasy world during hard economic times.
Travelling throughthe London suburbs, the run-down buildings and the broken down cars in front of them resembled more a post-war zone than the idea of a cosmopolitan city in the developed world. Teenage violence has been an issue in the Greater London area for many years. Very little effort has been put in understanding the role of consumption in coping mechanisms under socio-economic instability. This research analyzes middle class and blue collar citizens engaging in a consumption filled lifestyle (Baudrillard, 1984) as a means of identity construction in today’s liquid social structures (Bauman, 2000). It builds on the existing literature on servicescapes, shopping and consumption experiences and on shopping centers and provides an ethnographic analysis of shopping experiences at a shopping center during times of economic turmoil and the role of these experiences in aiding consumers to adapt to socio-economic uncertainty while coping with everyday life.

“It’snotabout 20 cents”: a Consumer Culture Theory take on Brazil’s 2013 protests
“Brazil woke up stronger” – was the opening phrase of President Dilma Rousseff’s speech in response to the June 2013 protests. She was referring to a slogan used by protesters across the country: “The giant has awoken”. For two years, this had been the Johnny Walker slogan for the “Keep Walking” campaign in Brazil.
Sociologists, economists, political analysts and a variety of other researchers in different fields have analyzed Brazil’s 2013 demonstrations. The contribution of this work is to examine the wave of protests that occurred during the 2013 Confederations Cup under a Consumer Culture Theory optic. It relies on Netnography to explore the social media narratives and press accounts of the events, and uses a genealogical approach to the cultural and historic origins of Brazilian contemporary society.

Authenticating myths and brand performances in the New World Wine Industry: The case of Catena Zapata Winery.
Through a genealogical approach and using the lens of the cultural branding model proposed by Holt (2005), this work analyzes the construction of the Catena Zapata brand myth through a study of marketing materials. This study analyzes how the brand performs the myth - immortalized in the film industry - of the poor migrant leaving the ¨Old World” to succeed in the ¨New World¨ by referring to the Mendoza ¨terroir¨ as ¨the promised land¨ and to Nicolás Catena as ¨the visionary¨. It also evaluates how the brand capitalized on the transformations in society and in the world wine industry since the 1980’s that opened doors for new players outside of the “Old World” and how this story was adapted to fit the evolving context throughout the last 30 some years.