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We introduce the concept of therapeutic servicescapes, defined as consumption settings where emplaced, market-mediated performances compensate for sociocultural dilemmas. Our focus is on the localization of emotions that are emplaced in specific sociospatial features and collectively reproduced through ritualized consumer performances. This ethnographic study of religious pilgrimage consumption reveals that the therapeutic servicescape comprises three features: evocative spaces, ideological homogeneity, and restorative emotion scripts. These servicescape features catalyze the consumer rituals of therapeutic relations, therapeutic release, and therapeutic renewal. Our theorization of therapeutic servicescapes offers three contributions. First, we reveal how emotions are socially and geographically orchestrated and transformed in marketplace settings. Second, we demonstrate how therapeutic ritual performances reproduce emplaced, marketmediated emotion and compensate for embodied emotional restrictions. Third, we demonstrate how the negotiation of emotional ordering guides the therapeutic dialogue between religion and the marketplace.

This article highlights the paradoxical coping strategies employed by low-income families. Based on in-depth interviews with 30 families in the UK, it is demonstrated that individuals initiate strategies to avoid the social effects of stigmatization and alleviate threats to social identity. In particular, families engage in conspicuous consumption, with emphasis on ensuring children have access to the 'right' brands. This can be interpreted in two opposing ways. Low-income consumers, in particular single mothers, may be understood as coping within the challenging context of consumer culture to improve the standard of living for their families. However, drawing on underclass discourse surrounding 'chav' culture and single mothers, it is demonstrated that the coping strategies employed to achieve approval in fact fuel further stigmatization and instead of creating inclusion have the opposite outcome of exclusion and marginalization.

Purpose This study aims to explore passionate labour in the fashion blogosphere and addresses two research questions: How does passion animate passionate labour? How does the emotion of passions and the discipline of labour fuse within passionate labour? Design/methodology/approach This study presents a three-year netnographic fieldwork of replikate fashion blogger-preneurs. Data are based on in-depth interviews, blogs, social media posts and informed by the relationships developed across these platforms. Findings Throughout the findings, this study unpacks the “little passions” that animate the passionate labour of blogger-preneurs. Passions include: passion for performing the royal lifestyle, the mobilisation of passion within strategic sociality and transformation and self-renewal through blogging. Lastly, the cycle of passion illustrates how passions can be recycled into new passionate projects. Research limitations/implications This study offers insight on how passionate labour requires the negotiation and mobilisation of emotion alongside a calculated understanding of market logics. Practical implications This study raises implications for aspiring blogger-preneurs, luxury brand managers and organisations beyond the blogging context. Originality/value The contribution of this study lies in the cultural understanding of passion as a form of labour where passion has become a way of life. The theorisation of passionate labour contributes to existing research in three ways. First, this study identifies social mimesis as a driver of passionate labour and its links to class distinction. Second, it offers insight on how passionate labour requires the negotiation and mobilisation of emotion alongside a calculated understanding of market logics. Third, it advances critical debate around exploitation and inequality within digital labour by demonstrating how passion is unequally distributed.

Purpose The purpose of this paper is to raise awareness of the mobilities paradigm by exploring the role of tourist mobilities in destination marketing. This is important as studies that explore the impact of modes of transport on the development of destinations, or compare the transportation experience with the destination experience are lacking. Design/methodology/approach The study uses the context of the Jacobite steam train, which runs in the Scottish Highlands. It draws on multiple qualitative methods including participant observation, interviews and netnography. Findings The study explores the spatial, temporal and social mobilities associated with the journey and the destination, reveals how a rail journey becomes a “destination-in-motion” and, in turn, transforms what might otherwise be a neglected destination. Practical implications The study demonstrates how modes of transport that offer rich embodied experiences to visitors can present an important differentiation strategy and become core to a destination’s product and service portfolio. Originality/value By approaching destination marketing from a mobilities perspective, this paper recognises the significance of human and objects mobility to tourist experiences and offers a new perspective to existing research which biases a geographically bounded understanding of destinations.

Purpose The purpose of this paper is to explore how community involvement can support the authors who are guided by the following research questions: how do community residents contribute to heritage marketing strategies that represent their local area? How does community involvement in heritage marketing encourage place identification? How can organisations facilitate community participation in heritage marketing? Design/methodology/approach The authors draw on an ethnographic study of the adopted railway stations in Scotland. They use in-depth interviews and participant observation alongside visual and archival data. Findings The authors present and discuss three themes: community involvement in heritage activities, community heritage marketing and place identification, facilitating community participation through Adopt a Station. Research limitations/implications Initiatives that empower residents should be prioritised to capitalise on their latent knowledge, skills and expertise. The authors suggest that bringing heritage outside the museum space into key places used by local residents will support the increased accessibility of heritage. Originality/value While there are often strong arguments in favour of local community involvement in place marketing, it is much less common to find successful reports of this working in practice. Research either questions the capabilities of local residents to make meaningful contributions or hints at a tokenistic form of involvement. The authors contribute by offering insights into successful heritage-based community activity. Unlike previous research which focuses on the economic impact of place marketing, this paper focuses on place identification for local residents. The authors also observe how offering a sense of ownership and freedom allows community management of the heritage message to flourish.

Previous consumer research on waste has prioritized disposable and low-involvement possessions. The authors extend scholarship into the context of obsolete buildings to better engage with the complex materiality of waste and to explore the role anticonsumption plays in consumers’ valuations of end-stage consumption. This study focuses on the phenomenon of urban exploration, a subculture that seeks to discover and explore derelict buildings. Drawing on an ethnographic study including in-depth interviews, the authors reveal how anticonsumption manifests in the urban environment in terms of alternative understandings of value. In contrast to the economic valuations that often dominate public policy decision making, this study highlights the need for policy makers to consider diverse, and perhaps conflicting, value regimes. The authors propose an Obsolescence Impact Evaluation that enables a systematic assessment of the stakeholders potentially affected by redevelopment and/or demolition, differing regimes of valuation relevant to these outcomes, and potential uses of the buildings. The authors suggest various ways that public policy makers can take advantage of this tool.

Purpose This study aims to think critically about collaborative working through the practical application of an ethics of care approach. The authors address the following research questions: How can the authors embed an ethics of care into academic collaboration? What are the benefits and challenges of this kind of collaborative approach? The contextual focus also incorporates a collective sense making of academic identities over the course of the COVID-19 pandemic. Design/methodology/approach The authors focus on the activities of the “Consumer Research with Impact for Society” collective at and around the 2021 Academy of Marketing conference. The authors draw on the insights and labour of the group in terms of individual and collaborative reflexivity, workshops and the development of a collaborative poem. Findings First, the authors present the “web of words” as the adopted approach to collaborative writing. Second, the authors consider the broader takeaways that have emerged from the collaboration in relation to blurring of boundaries, care in collaboration and transformations. Originality/value The overarching contribution of the paper is to introduce an Ethics of Collective Academic Care. The authors discuss three further contributions that emerged as central in its operationalisation: arts-based research, tensions and conflicts and structural issues. The application of the “web of words” approach also offers a template for an alternative means of engaging with, and representing, those involved in the research.