Exploring Customer Contexts: How a Communitarian Business Model Enables Meaningful Customer Relationships

Research output: Contribution to conferencePaperpeer-review

Abstract

Broadly this study explores the individual’s constructions of identity as situated within historically and locally particular cultural practices. Following this approach facilitates a better understanding of how consumers negotiate the world around them. In turn this provides marketers with valuable insights that better equip them to engage with their customers. The subject matter is the male consumer engaging in bodywork practices to construct a desired body type. The subjects are situated within two discursive regimes: practices of self-presentation and national sport. Moreover, looking across these contexts reveals situational differences that contribute further to managerial decision-making, helping build stronger customer relationships.
Original languageEnglish
DOIs
Publication statusPublished - 2014
EventAMA Winter Marketing Educators’ Conference - Orlando, United States
Duration: 21 Feb 201423 Feb 2014

Conference

ConferenceAMA Winter Marketing Educators’ Conference
Country/TerritoryUnited States
CityOrlando
Period21/02/1423/02/14
Othercompetitive paper presented

Keywords

  • identity
  • cultural practices
  • consumers
  • bodywork practices
  • self-presentation
  • national sport
  • managerial decision-making
  • customer relationships

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