O peso do varejo, o peso no varejo e a identidade: uma análise de consumidoras plus size Outros Idiomas

ID:
14994
Resumo:
Este trabalho estuda o conceito de identidade sob a ótica do consumo feminino de moda plus size. Foram realizadas 14 entrevistas fenomenológicas, observadas por uma perspectiva hermenêutica. Três categorias temáticas emergiram dos dados: a construção da identidade pela moda, o que envolve ser plus size e estratégias criativas para lidar com a configuração do portfólio de produtos no varejo, que não favorece mulheres plus size. Entre os principais resultados, destacam-se a forma pela qual o termo plus size age como estigma, influenciando os projetos identitários das consumidoras, o papel do varejo na estigmatização e a saga quase epopeica das compras, que envolve até um “mercado negro” com as vendedoras.
Citação ABNT:
ZANETTE, M. C.; LOURENÇO, C. E.; BRITO, E. P. Z. O peso do varejo, o peso no varejo e a identidade: uma análise de consumidoras plus size. Revista de Administração de Empresas, v. 53, n. 6, p. 539-550, 2013.
Citação APA:
Zanette, M. C., Lourenço, C. E., & Brito, E. P. Z. (2013). O peso do varejo, o peso no varejo e a identidade: uma análise de consumidoras plus size. Revista de Administração de Empresas, 53(6), 539-550.
Link Permanente:
http://www.spell.org.br/documentos/ver/14994/o-peso-do-varejo--o-peso-no-varejo-e-a-identidade--uma-analise-de-consumidoras-plus-size/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
Referências:
AHUVIA, A. C. Beyond the extended self: loved objects and consumers’ identity narratives. Journal of Consumer Research, v. 32, n. 1, p. 171-184, 2005.

ALBINO, J. C. A; RESENDE, C. A; SIQUEIRA, H. J. H; CARRIERI, A. P. Cultura de consumo, comunicação e práticas de branding: aproximações possíveis. In: Encontro de Marketing do ANPAD, 4, 2010, Florianópolis. Anais. Florianópolis: ANPAD, 2010.

ALMEIDA, M. I. M. Nada além da epiderme: a performance romântica da tatuagem. In: BARBOSA, L; CAMPBELL, C. (Org) Cultura, consumo e identidade. Rio de Janeiro: FGV, 2006. p. 107-136.

ARNOLD, S. J; FISCHER, E. Hermeneutics and consumer research. Journal of Consumer Research, v. 21, n. 1, p. 55-70, 1994.

ARNOLD, S. J; KOZINETS, R. V; HANDELMAN, J. M. Hometown ideology and retailer legitimation: the institutional semiotics of Wal-Mart flyers. Journal of Retailing, v. 77, n. 2, p. 243-271, 2001.

ARNOULD, E; THOMPSON, C. J. Consumer culture theory (CCT): twenty years of research. Journal of Consumer Research. v. 31, n. 4, p. 868-882, 2005.

ARSEL, Z; THOMPSON, C. J. Demythologizing consumption practices: how consumers protect their field-dependent identity investments from devaluing marketplace myths. Journal of Consumer Research, v. 37, n. 5, p. 791-806, 2011.

ASKEGAARD, S; LINNET, J. T. Towards an epistemology of consumer culture theory: phenomenology and the context of context. Marketing Theory, v. 11, n. 4, p. 381-404, 2011.

BAHL, S. The dialogical consumer self. In: RUVIO, A. A; BELK, R. W. (Ed) The Routledge companion to identity and consumption. New York: Routledge, 2013.

BELK, R. W. Possessions and the extended self. The Journal of Consumer Research, v. 15, n. 2, p. 139-168, 1988.

BLEICHER, J. Hermenêutica contemporânea. Rio de Janeiro: Edições 70, 1980. 383 p.

BORGHINI, S. e outros. Why are themed brandstores so powerful? Retail brand ideology at American Girl Place. Journal of Retailing, v. 85, n. 3, p. 363-375, 2009.

BRASIL, Portal da saúde do SUS, 2011. Disponível em: http:// portalsaude.saude.gov.br/portalsaude/noticia/4718/162/quasemetadeda-populacao-brasileira-esta-acima-do-peso.html. Acesso em 06.06.2012.

CHATTARAMAN, V; RUDD, N. Preferences for aesthetic attributes in clothing as a function of body image, body cathexis and body size. Clothing and Textiles Research Journal, v. 24, n. 1, p. 46-61, 2006.

COVA, B; DALLI, D. Working consumers: the next step in marketing theory? Marketing Theory, v. 9, n. 3, p. 315-339, 2009.

DION, D; ARNOULD, E. Retail luxury strategy: assembling charisma through art and magic. Journal of Retailing, v. 87, n. 4, p. 502-520, 2011.

DOUGLAS, M; ISHERWOOD, B. The world of goods: towards an anthropology of consumption. New York: Routledge, 1979. 200 p.

EVANS, P. C; McCONNELL, R. A. Do racial minorities respond in the same way to mainstream beauty standards? Social comparison processes in Asian, black, and white women. Self and Identity. v. 2, n. 2 p. 153-167, 2003.

FIRAT, A. F; VENKATESH, A. Liberatory postmodernism and the reenchantment of consumption. Journal of Consumer Research, v. 22, n. 3, p. 239-267, 1995.

FISCHER, E. e outros. Are we there yet? Co-producing succeed and failure in a “consumer-intensive” service context. In: SHERRY, J; FISCHER, E. Exploration in consumer culture theory. Routledge: New York, 2009.

FONTENELLE, I. A. Corpo e marca publicitária na sociedade das imagens. Comunicação, Mídia e Consumo, v. 1, n. 1, p. 05-16, 2004.

FOURNIER, S. Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, v. 24, n. 4, p. 343-353, 1998.

GAIÃO, B. F; SOUZA, L. L; LEÃO, A. S. Consumer culture theory (CCT) já é uma escola de pensamento em marketing? RAE-Revista de Administração de Empresas, v. 52, n. 3, p. 330-344, 2012.

GAO, L. S; WHEELER, C; SHIV, B. The “shaken self”: product choices as a means of restoring self view confidence. Journal of Consumer Research, v. 36, n. 1, p. 29-38, 2009.

GOFFMAN, E. Stigma: notes on the management of spoiled identity. [S.1]: Touchstone, 1963. 124 p.

HAYTKO, D. L; BAKER, J. It’s all at the mall: exploring adolescent girls’ experiences. Journal of Retailing, v. 80, n. 1, p. 67-83, 2004.

HOLT, D. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, v. 29, n. 1, p. 70-90, 2002.

HOPKINSON, G.C.; HOGG, M.K. Stories: how they are used and produced in market(ing) research. In: BELK, Russell W. (Ed.). Handbook of qualitative research methods in marketing. Edward Elgar Publishing: Northampton, MA, USA, 2006.p. 156-174.

KATES, S. M. The protean quality of subcultural consumption: an ethnographic account of gay consumers. Journal of Consumer Research, v. 29, n. 3, p. 383-399, 2002.

KLEINE III, R. E; KLEINE, S. S; KERNAN, J. B. Mundane consumption and the self: a social-identity perspective. Journal of Consumer Psychology, v. 2, n. 3, p. 209-235, 1993.

KOZINETS, R. V. Can consumers escape the market? Emancipatory illuminations from burning man. Journal of Consumer Research, v. 29, n. 1, p. 20-38, 2002.

KOZINETS, R. V. Utopian enterprise: articulating the meanings of star trek’s culture of consumption. Journal of Consumer Research, v. 28, n. 1, p. 67-88, 2001.

LUEDICKE, M. K; THOMPSON, C. J; GIESLER, M. Consumer identity work as moral protagonism: how myth and ideology animate a brandmediated moral conflict. Journal of Consumer Research, v. 36, n. 6, p. 1016-1032, 2010.

MEYER, C; SCHWAGER, A. Understanding customer experience. Harvard Business Review, n. 26, v. 117, p. 1-11, 2007.

MOISANDER, J; VALTONEN, A. Qualitative marketing research: a cultural approach. Thousand Oaks: SAGE, 2006.

MURRAY, J. B. The politics of consumption: a re-inquiry on Thompson and Haytko’s (1997) “Speaking of Fashion”. Journal of Consumer Research, v. 29, n. 3, p. 427-440, 2002.

OLIVEIRA, M. C; LEÃO, A. S. Sendo aos olhos do outro: o papel da alteridade na construção da identidade metrossexual. RAUSP-Revista de Administração da Universidade de São Paulo, v. 47, n. 2, p. 264-274, 2012. ISSN 0034-7590

OTIENO, R; HARROW, C; LEA-GREENWOOD, G. The unhappy shopper, a retail experience: exploring fashion, fit and affordability. International Journal of Retail & Distribution Management, v. 33, n. 4, p. 298-309, 2005.

SAMPAIO, C. H. e outros. Pesquisa científica da área de marketing no Brasil: uma revisão da primeira década do século 21. RAC-Revista de Administração Contemporânea, v. 16, n. 3, p. 459-478, 2012.

SANDICKI, Ö; GER, G. Stigma, identity and consumption. In: RUVIO, A. A; BELK, R. W. (Ed) The Routledge companion to identity and consumption. New York: Routledge, 2013.

SANDICKI, Ö; GER, G. Veiling in style: how does a stigmatized practice become fashionable? Journal of Consumer Research, v. 37, n. 1, p. 15-36, 2010.

SANTOS, L. S; PINTO, M. R. Em busca de uma trilha interpretativista para a pesquisa do consumidor: uma proposta baseada na fenomenologia, na etnografia e na grounded theory. RAE-Revista de Administração de Empresas, v. 7, n. 2, p. 1-28, 2008.

SCARABOTO, D; FISCHER, E. Frustrated fatshionistas: an institutional theory perspective on consumer quests for greater choice in mainstream markets. Journal of Consumer Research, v. 39, n. 6, p. 1234-1257, 2013.

SCHAU, H. J; GILLY, M. C. We are what we post? Self-presentation in personal web space. Journal of Consumer Research, v. 30, n. 3, p. 385-404, 2003.

SCHAU, H. J; GILLY, M. C; WOLFINBARGER, M. Consumer identity renaissance: the resurgence of identity inspired consumption in retirement. Journal of Consumer Research, v. 36, n. 2, p. 255-276, 2009.

SCHOUTEN, J. W.; MCALEXANDER, J. H. Subcultures of consumption: an ethnography of the new bikers. Journal of Consumer Research, v. 22, n. 1, p. 43-61, 1995.

SHANKAR, A; ELLIOTT, R; FITCHETT, J. A. Identity, consumption and narratives of socialization. Marketing Theory, v. 9, n. 1, p. 75-94, 2009.

THE ECONOMIST. Obesity in Latin America: battle of the bulge. 27.07.2013b. Disponível em: http://www.economist.com/news/ americas/21582273-waistlines-grow-so-does-fight-against-junk-foodbattlebulge. Acesso em: 27.07.2013.

THE ECONOMIST. Shopping: the emporium strikes back. 13.07.2013a Disponível em: http://www.economist.com/news/briefing/21581755retailers-rich-world-are-suffering-people-buy-more-things-online-theyarefinding. Acesso em: 13.07.2013.

THOMPSON, C. J. Interpreting consumers : a hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of Marketing Research, v. 34, n. 4, p. 438-455, 1997.

THOMPSON, C. J; HIRSCHMAN, E. C. Understanding the socialized body: a poststructuralist analysis of consumers’ self-conceptions, body images, and self-care practices. Journal of Consumer Research, v. 22, n. 2, p. 139-153, 1995.

THOMPSON, C. J; LOCANDER, W; POLLIO, R. Putting consumer experience back into consumer research: the philosophy and method of existentialphenomenology. Journal of Consumer Research, v. 16, n. 2, p. 133-146, 1989.

THOMPSON, C. J; RINDFLEISCH, A; ARSEL, Z. Emotional branding and the strategic value of the Doppelgänger brand image. Journal of Marketing, v. 70, n. 1, p. 50-64, 2006.

THOMPSON, C. J; TROESTER, M. Consumer value systems in the age of postmodern fragmentation: the case of the natural health microculture. Journal of Consumer Research, v. 28, n. 4, p. 550-571, 2002.

THOMPSON, C; HAYTKO, D. Speaking of fashion: consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, v. 24, n. 1, p. 15-42, 1997.

VARGO, S. L; LUSCH, R. F. Evolving to a new dominant logic for marketing. Journal of Marketing, v. 68, n. 1, p. 1–17, 2004.

WINN, J. Making it big. Entrepreneurship theory and practice, v. 28, n. 5, p. 487-500, 2004.