The new work ethics of consumption and the paradox of mundane brand resistance
In terms of consumer resistance and marketplace ideologies, consumer researchers have called for a more nuanced conceptualization of consumption moralism in order to avoid the simplistic trope of inside/outside the marketplace (e.g. Arnould, 2007; Luedicke et al., 2010; Penaloza and Price, 1993; Thompson, 2004). With the aim of contributing to this quest, this article brings together two originall