How do cultural intermediaries perform market segmentation? The case of the lumbersexuals

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dc.contributor.author Diaz Ruiz, Carlos en
dc.coverage.spatial Montreal, Quebec, Canada en
dc.date.accessioned 2020-02-11T01:57:43Z en
dc.date.issued 2019-07-19 en
dc.identifier.uri http://hdl.handle.net/2292/49838 en
dc.description.abstract Cultural intermediaries coin and circulate consumer segments in ways that overlap with the market segmentation practices from professional marketing. This paper investigates how cultural intermediaries perform market segmentation in ways that escape both the prescriptions of marketing academics and the control of professional marketers. Empirically, we document the emergence and demise of the lumbersexual, a neologism combining the metrosexual with the lumberjack. The findings show that cultural intermediaries authorize the segment in four stages. 1. Singling out anomalous behavior. 2. Casting prototypes that enable ostensive identification. 3. Anchoring within a taxonomy. 4. Vaccinating against future criticism. en
dc.description.uri https://sites.events.concordia.ca/sites/cct/en/cct2019 en
dc.relation.ispartof Consumer Culture Theory Conference 2019 en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title How do cultural intermediaries perform market segmentation? The case of the lumbersexuals en
dc.type Conference Item en
dc.rights.holder Copyright: The author en
pubs.author-url https://sites.events.concordia.ca/sites/cct/en/cct2019/schedule/184/How%20do%20cultural%20intermediaries%20perform%20market%20segmentation?%20The%20case%20of%20the%20lumbersexuals en
pubs.finish-date 2019-12-19 en
pubs.start-date 2019-07-17 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Conference Paper en
pubs.elements-id 789397 en
pubs.org-id Business and Economics en
pubs.org-id Graduate School of Management en
pubs.record-created-at-source-date 2019-12-20 en


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