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

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.