ABSTRACT This paper aims to discuss the antecedents and consequences of cancel culture and assess if brands can gain the forgiveness of consumers and mitigate the damages of social media firestorms, that usually evolve from online abuse (e.g. cyberbullying, harassment, and offensive talk). A quasi-experiment study was conducted through an online survey simulating the cancellation journey. Results show that cancel culture is triggered by ideological incompatibilities such as religion, racism, animal rights, LGBTQIA+ and environmental issues. After the scenario that simulated an ideological incompatibility related to racism, 178 respondents rated high levels of brand hate, negative WOM, brand avoidance, brand boycott, brand retaliation, and intention to cancel the brand. However, an ‘apology’ by the brand leads to brand forgiveness, a decrease in the intention to cancel the brand and an increase in purchase intention.

ABSTRACT This research examines how consumers value, over time, their possessions in the domestic space. We focus on the large amount of clothing kept in the household, given the critical issues of sustainability that are raised by this practice. Using in-depth interviews and wardrobe ethnography, we unpack the role of rituals in consumers’ valuation of these possessions. The findings show that some possessions become dormant due to various failures in rituals. Dormant possessions are those pending revalorisation, which may be carried out by consumers themselves or through their use of services, specifically those related to circular economy. We identify and theorise reinvestment rituals, a new form of rituals that allow for revalorisation and extension of the life of a possession. This research highlights the value dynamics at play in the consumer – possession relationship and has implications for a strong sustainability approach on the part of consumers, managers, and policymakers.

ABSTRACT The study aims to explore the drivers of community building in virtual participation charity sport events. The authors conducted a case study of virtual charity events governed by Team World Vision, the sports arm of a global not-for-profit service organisation. They conducted semi-structured interviews with World Vision marketing managers and virtual running race participants, analysed survey and podcast interview data, and performed a document analysis. Four overarching themes were revealed as drivers of community building: community engagement, social networking, impression management, and fitness philanthropy practicing. The study uncovers the peculiarities of the virtual format that helped build virtual communities and create excitement around the cause, such as digitised communication plans, social media- and technology-facilitated opportunities to connect both locally and globally, and the adapted fundraising strategies in the virtual format.

ABSTRACT The COVID-19 pandemic disrupted everyday consumption routines and rituals, as well as their accompanying relationships. In doing so, the importance of such familiar activities to social meanings, cohesiveness, and wellbeing was made apparent. Often overlooked in their familiarity, the day-to-day and mundane aspects of consumption that take place in the immediate surroundings of consumers, are shown in this article to help define, preserve, and give meaning to everyday life. Autoethnography of everyday familial consumption during COVID-19 develops themes of retreat, reconfiguration, and resistance, whereby routines initially disrupted by the pandemic were recalibrated using digital technologies and altered habits and reasserted via minor resistances. Illustrated is the resilience of everyday consumption rooted in the practical, imaginative, and cynical responses of family to restrictions upon.

ABSTRACT Although liminal theory explains transitional periods in consumers’ lives – such as preadolescence – the impact of these transitions on emotionally connected actors and the transformations that the latter endure have been largely overlooked. Through a qualitative study of the mothers of preteen girls, we show that liminality spills over and that mothers transform from fully needed to authoritative-friendly moms. During this process, these mothers engage in spilled-over liminal consumption (SOLC), which comprehends concomitantly loosely and creatively crafted rituals and new and re-signified routines. However, amid the process of assuming a new mother’s role and helping their daughters’ transformation, these mothers unreflectively reinforce traditional gender norms. Based on our findings, we discuss the process of SOLC and how it ends in reproducing gender and class-based stereotypes.

ABSTRACT Deciding what, where, when and how much to feed a child occupies much of a mother’s time, energy, and financial resources. This study aids our understanding of the effects of legislation promoting healthier eating on mothers from low socioeconomic groups and on their families. We interview mothers and nutrition experts in Santiago, Chile – the site of the most recent and comprehensive effort to change a population’s food habits via legislation. We introduce the notions of ‘desired diets’ – ideal diets promoted by health experts and public policy discourses that moralise food consumption and promote consumer responsibilisation for health-related issues; and ‘possible diets’ – diets that mothers can adapt to and habituate in the household, considering their life realities. We argue that the notions of possible and desired diets often find themselves at odds, leading to mothers facing moral scrutiny, anxiety, and stress, which affects their sense of self, shaping notions of ‘good mothering’.

ABSTRACT In this paper we understand cities today as commodified spaces which must struggle at the intersection of cultural, ideological and historical tensions. In order to explore and problematise a contested city brand’s marketing effort, we engage in multiple rounds of in-situ introspective reflections about a racialised city’s place branding material. Based on the two authors’ separate analyses of the same marketing material deriving from two separate theoretical starting points, we engage in agonistic conversation about how visible and invisible racialised tensions are represented. We highlight how absences and (in)visibilities can be predominantly understood as either colour-blindness or ideological fantasy. We find, despite our contrasting theoretical orientations, that a city brand is inevitably fractured and ruptured into ‘a’ non-identity or – to paraphrase Deleuze and Guattari – an empty body. We argue how achieving inclusive branding becomes an oxymoron as narratives surrounding a city are themselves more or less diverse, contested and polarised.

ABSTRACT If social partnerships can lead to favourable outcomes for not-for-profit organisations (NPOs), what steps are managers taking to achieve such outcomes? We address this question by conducting a mixed-methods study in a professional sports social partnership context in Australia. First, a survey with 4,193 sport team fans – a key target audience for NPOs was conducted to understand the impact of contextual factors (i.e. NPO reputation and perceived fit) on the consumer behaviour process, including donation, volunteer, and advocacy intentions for NPOs involved in a social partnership. Following the confirmation of favourable NPO outcomes, interviews with 11 NPO managers were conducted to explore the business practice inputs of their social partnerships. Interviews showed social partnerships were characterised by a power imbalance in favour of the sports organisation leading to a lack of co-creation of value. Further, despite an expressed intention to formalise the partnerships, formality waned as the partnership moved through the different partnership stages. Results across the two studies demonstrate the need for a more deliberate and strategic approach to social partnerships. Theoretically, we build on the limited work addressing the NPO perspective of social partnerships by adopting a dual stakeholder perspective.

ABSTRACT Prior research has found that consumers who perceive themselves to be members of a brand community are more likely to help the brand recover from a transgression, particularly when they feel psychological ownership of the community. We examine whether consumers are also more likely to help when they perceive that the brand is a member, and therefore a co-owner, of the brand community. We find that perceptions of brand membership in the community increase the likelihood to help after a transgression via perceptions of the brand as a co-owner of the community and brand forgiveness. This suggests that brands perceived as members and co-owners of their communities benefit from protections derived from both ingroup favouritism and expectations of group reciprocity. These relationships are strengthened when the brand is perceived as an active community member through the visibility, but not necessarily the quality, of its interactions with the community.

ABSTRACT This study examines how social media influencers (SMIs) perceive their role in the complex relationships between brands, followers, and society, the moral dilemmas they face, and how they deal with them. The results show that SMIs find themselves in different roles depending on which stakeholders’ expectations they fulfil. Using role theory as a theoretical framework, we find that the conflicts between extended expectations (commitment, authenticity, and responsibility) lead to various moral dilemmas: non-disclosure, withholding negative experiences, lack of empathy, promotion of products without genuine experience, sharing opinions on socially relevant issues, and promotion of harmful products. Strategies for resolving these dilemmas which help SMIs manage their complex moral obligations include: spotlighting a role, downplaying a role, customizing a role, and resorting to a role.