ABSTRACT
A debate has emerged about the consumer today. On one hand, consumption researchers argue that consumers construct identity, express themselves and create meaning through their consumption. On the other hand, consumption critics maintain that consumers have been put to work for companies, as aesthetic labourers, working consumers and immaterial agents, building value for brands without proper compensation. Both positions shows an heightened awareness of the consumer’s role in ”co-creating” brand value, and “co-producing” products, services and brands via active engagement with brands in brand communities, on websites and in social interaction-acknowledging, celebrating, contesting, embracing, negotiating and sometimes protecting brands.
