Advances in Lyrical Consumer Research: Collaborative Circles and Paradessential Poetics

Roel Wijland, University of Otago, New Zealand
Jürgen Gnoth, University of Otago, New Zealand
This brand culture research project explores the expressions of rebellion and questing for creativity in small dynamic friendship circles and their relevance for a vibrant urban reputation. The poetic texture and the schismatic core of the city as a brandscape are staged in three embodied acts. An explorative case study follows a collaborative creative circle of musicians in action. Next, paradessentials of brand performativity are sourced from key interpreters. In ethno-poetics there is no hypothesis up for validation; the project concludes with individual evocations, as a sequential thickening of unresolved paradoxes of the city’s ambiguous reputation, in newly commissioned poetry.
[ to cite ]:
Roel Wijland and Jürgen Gnoth (2011) ,"Advances in Lyrical Consumer Research: Collaborative Circles and Paradessential Poetics", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 275-282.