Campana, M., Duffy, K. and Micheli, M. R. (2020) Core stigma and the consumption of RuPaul’s Drag Race. Advances in Consumer Research, 48, pp. 246-247.
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Publisher's URL: https://www.acrwebsite.org/volumes/2661921/volumes/v48/NA-48
Abstract
We explore RuPaul’s Drag Race as a stigmatized brand which has built its success on the active spectacularization of its core stigma. Focusing on how consumers generate discourses triggering acceptance and how the brand fuels these, we demonstrate how stigmatized discourses become a brand resource.
| Item Type: | Articles |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Duffy, Dr Katherine |
| Authors: | Campana, M., Duffy, K., and Micheli, M. R. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Journal Name: | Advances in Consumer Research |
| Publisher: | Association for Consumer Research |
| ISSN: | 0098-9258 |
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