Brands that ‘sell their soul’: offshoring, brand liquidification and the excluded consumer

Abstract

ABSTRACTFuelled by open markets and globalisation, offshoring has become a common business practice for firms in industrialised countries. However, consumer research investigating offshoring in a larger macroeconomic and political context is scant. Using a naturalistic, contextualised approach, the current research investigates how a predominantly working/middle-class consumer segment perceives production offshoring for durable goods. The findings show how consumers can develop a sentiment of being excluded or left behind, even when they do not belong to traditionally disadvantaged segments in society defined by income, gender, education, appearance or sexual preference. Perceived brand liquidification, discussed through the marketplace mythologies of corporate greed and the opportunistic consumer, perceived brand de-contagion and patriotism/nationalism, leads to sentiments of exclusion and a longing for re-solidification. Exploring these relationships helps to understand current consumer sentiment towards offshoring in the larger context of neoliberalism and labour arbitrage.