Nationalism and ideology in an anticonsumption movement

Varman, Rohit and Belk, Russell W. 2009, Nationalism and ideology in an anticonsumption movement, Journal of consumer research, vol. 36, no. 4, pp. 686-700, doi: 10.1086/600486.

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Title Nationalism and ideology in an anticonsumption movement
Author(s) Varman, Rohit
Belk, Russell W.
Journal name Journal of consumer research
Volume number 36
Issue number 4
Start page 686
End page 700
Total pages 15
Publisher Oxford University Press
Place of publication London, Eng.
Publication date 2009-12
ISSN 0093-5301
Keyword(s) Critical Theory
Consumer Welfare/Quality of Life
Macro Consumer Behavior
Case Study
Summary In this research we examine the role of the nationalist ideology of swadeshi in a contemporary anticonsumption movement and show that its deployment is linked to the experiences of colonialism, modernity, and globalization in India. Specifically, we offer a postcolonial understanding of reflexivity and nationalism in an anticonsumption movement opposing Coca-Cola in India. This helps us offer an interpretation of this consumer movement involving spatial politics, temporal heterogeneity, appropriation of existing ideology, the use of consumption in ideology, and attempts to bring together a disparate set of actors in the movement.
Language eng
DOI 10.1086/600486
Field of Research 200203 Consumption and Everyday Life
1505 Marketing
1506 Tourism
1701 Psychology
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2009, Oxford University Press
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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