Luedicke, Marius K.; Thompson, Craig J.; Giesler, Markus - In: Journal of Consumer Research 36 (2010) 6, pp. 1016-1032
Consumer researchers have tended to equate consumer moralism with normative condemnations of mainstream consumer culture. Consequently, little research has investigated the multifaceted forms of identity work that consumers can undertake through more diverse ideological forms of consumer...
