Culinary culture, gastrobrands and identity myths: 'Nigella', an iconic brand in the baking

Citation

Hewer P & Brownlie D (2009) Culinary culture, gastrobrands and identity myths: 'Nigella', an iconic brand in the baking. In: McGill A & Shavitt S (eds.) Advances in Consumer Research, North America, Vol. 36. Advances in Consumer Research, 36. Association of Consumer Research (ACR) North American Conference, San Francisco, CA, USA, 23.10.2008-23.10.2008. Association for Consumer Research, pp. 482-487. http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=14282

Abstract
This paper investigates ways in which celebrity functions as a mode of economic production whereby cultural resources are celebritized in pursuit of marketplace appeals. We explore those issues through developing case material that consists of representations of a celebrity chef which are available for consumption through a collection of superior photographic print images situated within a contemporary 'lifestyle' cookery book to explore how an evolving iconic brand can be understood not merely as a way of structuring competition, but as a 'media object' which is the product of the logic of celebrity culture and the celebrity gastro brand of 'Nigella'.