‘By Invitation Only’ In Contemporary Consumer Society - Distinctions Never Go Out Of Style

Sammanfattning: Title: ‘By Invitation Only’ In Contemporary Consumer Society - Distinctions Never Go Out Of Style Date of Seminar: June 1st 2010 Course: BUSM08 - Master Thesis in International Marketing and Brand Management Authors: Christian Koch, Robert Lindhe, Jessica Ljung Supervisor: Sofia Ulver-Sneistrup Keywords: Consumer Culture Theory, Consumer Identity Projects, Marketplace Cultures, By Invitation Only, Membership Clubs, Status Consumption, Postmodernity, Luxury Branding Thesis Purpose: Theory development in the domains Consumer Identity Projects and Marketplace Cultures in consumer culture theory, by exploring consumer meanings of the ‘by invitation only’ phenomenon that entered the commercial sphere in the contemporary consumer society. Methodology: We adapt a constructionist ontological position, as this is highly appropriate to create an understanding of consumers’ perceptions of a phenomenon. Moreover, we apply the philosophical hermeneutics view that takes an interpretivist stance and enables a rich description of the person-culture dialectic. Theoretical Perspective: Club Membership literature from a socio-historic and socio-economic perspective, Postmodern Marketing and Branding, Brand Authenticity, Status theory. Empirical Data:Empirical data was gathered through existential-phenomenological interviews with six young and affluent consumers. Participants share a noticeable interest in luxury brands and have experiences of ‘by invitation only’ in a commercial consumption context. Conclusion: We add to theory in CCT research while explaining how young and affluent people consume symbolically charged ‘by invitation only’ objects, events and virtual items and what meanings they link to the phenomenon. In doing so our theory also provides a broad and at the same time nuanced explanation why the phenomenon of ‘by invitation only’ entered postmodern consumption practices and what consumers associate with it. Our analysis shows that ‘by invitation only’ is yet another form of cultural distinction, providing a foundation of culturally share