Steven Kates

Steven Kates
Simon Fraser University · Beedie School of Business

About

18
Publications
5,377
Reads
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1,708
Citations
Citations since 2016
0 Research Items
748 Citations
2016201720182019202020212022020406080100120
2016201720182019202020212022020406080100120
2016201720182019202020212022020406080100120
2016201720182019202020212022020406080100120

Publications

Publications (18)
Article
The authors combine discursive textual analysis and the findings from long interviews to understand and theorize about the ideological representations of women in a specific discursive field of advertising: ads in women's magazines. They synthesize findings of previous research with their findings to propose revisions to the current communication m...
Article
The author introduces queer theory and queer deconstruction to the advertising literature. First, he briefly outlines the theoretical and political concerns of queer theory—an emerging branch of radical thought from the humanities. Then he interprets an ad exemplar from an Australian gay newspaper by both a traditional structuralist approach and a...
Article
Contemporary cultural conditions present many challenges to academicians' and practitioners' understandings of the ways consumers interpret brands and advertising. This article advances the concept of brand morphing, that is, the ways that brand meanings change among different groupings of consumers as facilitated by ad practitioners' efforts to ac...
Article
Full-text available
Creative consumers (defined as customers who adapt, modify, or transform a proprietary offering) represent an intriguing paradox for business. On one hand, they can signify a black hole for future revenue, with breach of copyright and intellectual property. On the other hand, they represent a gold mine of ideas and business opportunities. Central t...
Article
Certain brands attain legitimacy (i.e., social fitness) through existing frames and dynamic framing processes described in this article. Drawing on qualitative data collected from gay consumers, this article explores ways brands are cocreated in a non‐brand‐focused community. Collective action frames—shared ways of interpreting meanings within soci...
Article
The purpose of this article is to offer a perspective on adapting action research principles and methods in academic marketing research contexts. From combined theoretical and practical perspectives, the article provides a dialogical argument about the issues associated with implementing action research, addressing three important and related quest...
Article
The Sydney Gay and Lesbian Mardi Gras is considered to be one of Australia's "hallmark" consumption events. This paper draws from anthropological literature on carnivalesque festivals, postmodern streams of thought, and original participant observation data in order to construct a new theoretical interpretation of the Mardi Gras. The festival is a...
Article
This article reports on a qualitative study of marketing students working in teams over a single semester. The literature on higher education is introduced, and its focus on deep approaches to and outcomes of learning is emphasized. Findings provide descriptions of the struggle for control in student teams, the ineffective ways that social loafers...
Article
Previous work on subcultural consumption presents structure, ethos, and subcultural boundaries as key theoretical aspects. These concepts are critically reconsidered through examining and interpreting ethnographic fieldwork and the consumer accounts of 44 gay men interviewed during a study of a gay urban community. Original insights are developed i...
Article
This article explores the meanings of societal marketing in the context of AIDS community-based organizations (CBOs). Studies have investigated the practice of relationship marketing in for-profit businesses, but we have yet to understand fully the practice of relationship marketing in the vast and socially important not-for-profit or philanthropic...
Article
Lesbian and Gay Pride Day (LGPD) is investigated as a collective ritual of consumer resistance. Over the period of four years, five LGPD festivals were attended and participant observed. Furthermore, to provide a more in-depth perspective on the meanings of this celebration for consumers, forty-four gay men were interviewed about the festival. Emer...
Article
The consumer-research field has not yet explored the consumption dynamics of gay and lesbian chosen families. Also, there is currently a lack of work on death, dying, and disposition of possessions. The purpose of this article is to report the findings of a study of recipients' meanings of possessions in a very specialized context: dying of and dea...
Conference Paper
Interpretation of brands and marketing communications has become increasingly problematic in the contemporary commercial environment, largely due to an overabundance of available cultural meanings and interpretive perspectives, and the instability of social categories. This problem has implications for segmentation and the positioning of brands, an...
Article
The purpose of this article is to report the findings of a study that explored the lived experience and consumer behaviors of 44 gay men. The specific focus is on the brand relationships considered community constructing. Participant observation and long interviews were both used extensively to attain this objective. Various literatures have not fu...
Article
In this paper, drawing on feminist film criticism, cultural theory, and reader response criticism, I discuss the consumption experience of viewing in the context of the analysis and interpretation of Hollywood films that represent gay characters. I then discuss various films in light of these concepts: The Boys in the Band from the 1970s, Cruising...
Article
Thesis (Ph. D.)--York University, 1996. Includes bibliographical references.

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