Cocker, Hayley; Piacentini, Maria; Banister, Emma - In: European Journal of Marketing 52 (2018) 5/6, pp. 1305-1328
Purpose: This paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities. Design/methodology/approach: Drawing on qualitative data collected with 16-18-year olds, the authors adopt Goffman’s dramaturgical...