The LOOP Framework. Mapping the Marketplace Landscape of Relationships Between Brands and Queerness

Rohan Venkatraman; Mario Campana; Jenna Drenten

doi:10.4324/9781003454533-9

The LOOP Framework. Mapping the Marketplace Landscape of Relationships Between Brands and Queerness

Rohan Venkatraman, Mario Campana, Jenna Drenten

Research output: Chapter or section in a book/report/conference proceeding › Book chapter

Abstract

In this chapter, we explore how scholars can more critically interrogate the elisions between queerness, branding, and consumer culture. First, we provide a theoretical overview of queerness, drawing upon queer theory and grounding this in prior research within marketing, albeit limited. Then, we conceptually offer the LOOP Framework, a road map for closing the loop in research on the relationship between brands and queerness. The LOOP Framework includes four considerations, which we illustrate through empirical examples.

Original language	English
Title of host publication	Sexuality in Marketing and Consumption
Subtitle of host publication	Queer Theory, Feminist Research and Intersectionality
Editors	Athanasia Daskalopoulou, Daniela Pirani, Jacob Ostberg
Place of Publication	Abingdon, U. K.
Publisher	Routledge
Chapter	7
Pages	99-116
Number of pages	18
ISBN (Electronic)	9781040106419
ISBN (Print)	9781032593999
DOIs	https://doi.org/10.4324/9781003454533-9
Publication status	Published - 1 Jan 2024

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10.4324/9781003454533-9

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The LOOP Framework. Mapping the Marketplace Landscape of Relationships Between Brands and Queerness. / Venkatraman, Rohan; Campana, Mario; Drenten, Jenna.
Sexuality in Marketing and Consumption: Queer Theory, Feminist Research and Intersectionality. ed. / Athanasia Daskalopoulou; Daniela Pirani; Jacob Ostberg. Abingdon, U. K.: Routledge, 2024. p. 99-116.

Research output: Chapter or section in a book/report/conference proceeding › Book chapter

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The LOOP Framework. Mapping the Marketplace Landscape of Relationships Between Brands and Queerness

Abstract

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