From Mundane to Remarkable Consumption: The Transformation of Bottled Water
(2012) BUSN29 20121Department of Business Administration
- Abstract
- The study investigates how the consumption of bulk commodities has transformed from mundane to remarkable and reveals how people, events, meanings and ideas from the past have affected this change in consumers’ attitude. The paper discusses how mundane products have become a center of consumer interest and provides theoretical explanation of the phenomenon. The research focuses on bottled water as a viable example of such change. A model is developed to visually present how the transition occurs through six mechanisms (mythification, extension of brand functions, endorsement, etiquettization, reflection and cultivation), the three parties involved in it (companies, influencers and consumers) and the external forces that drive it (trends,... (More)
- The study investigates how the consumption of bulk commodities has transformed from mundane to remarkable and reveals how people, events, meanings and ideas from the past have affected this change in consumers’ attitude. The paper discusses how mundane products have become a center of consumer interest and provides theoretical explanation of the phenomenon. The research focuses on bottled water as a viable example of such change. A model is developed to visually present how the transition occurs through six mechanisms (mythification, extension of brand functions, endorsement, etiquettization, reflection and cultivation), the three parties involved in it (companies, influencers and consumers) and the external forces that drive it (trends, technology and socio-cultural tensions). The findings contribute to existing theories on cultural branding, involvement and previous literature on bottled water and suggest how similar transition might be catalyzed for other product categories associated with mundane consumption. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2544340
- author
- Valcheva, Petya LU and Sofonova, Alina LU
- supervisor
- organization
- course
- BUSN29 20121
- year
- 2012
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- bottled water, transformation, mundane consumption, low involvement, cultural branding, remarkable consumption, Consumer Culture Theory
- language
- English
- id
- 2544340
- date added to LUP
- 2012-06-18 13:59:49
- date last changed
- 2012-06-18 13:59:49
@misc{2544340, abstract = {{The study investigates how the consumption of bulk commodities has transformed from mundane to remarkable and reveals how people, events, meanings and ideas from the past have affected this change in consumers’ attitude. The paper discusses how mundane products have become a center of consumer interest and provides theoretical explanation of the phenomenon. The research focuses on bottled water as a viable example of such change. A model is developed to visually present how the transition occurs through six mechanisms (mythification, extension of brand functions, endorsement, etiquettization, reflection and cultivation), the three parties involved in it (companies, influencers and consumers) and the external forces that drive it (trends, technology and socio-cultural tensions). The findings contribute to existing theories on cultural branding, involvement and previous literature on bottled water and suggest how similar transition might be catalyzed for other product categories associated with mundane consumption.}}, author = {{Valcheva, Petya and Sofonova, Alina}}, language = {{eng}}, note = {{Student Paper}}, title = {{From Mundane to Remarkable Consumption: The Transformation of Bottled Water}}, year = {{2012}}, }