The cultural logic of consumer resistance is our subject. The object of inquiry is a virtual community of car enthusiasts and a series of online discussions of bricolage in the empirical setting of car modification. We open an analytical window on a variety of everyday practices that...

The purpose of this paper is to explore the virtual consumption communities which cohere around the object of the car. Focusing upon the cultural practice of debadging, the paper intends to reveal forms of connectivity and resistance within communities of car customization....

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that...