Branding, Masculinities and Culture

Exploring the Branding of Alcohol Product Representations in Thailand

Bibliographic Data

ID12412911
AuthorsJhitsayarat Siripai (0000-0002-8590-4767, Rajamagala University of Technology Phra Nakhon, Bangkok, Thailand, corresponding author)
Year2020
Volume29
Issue2
Pages156-176
Publication date2020-06-16
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueThe Journal of Men s Studies (JOURNAL)
Journal identifiersISSN: 1060-8265 • E-ISSN: 1933-0251
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/1060826520934016
OpenAlexW3035855791
LanguageEN
Citations received3
References cited46

This article re-evaluates the use of masculinities to understand brand building by exploring the branding of alcohol products in Thailand. By relying on the subjectivist epistemology, this study employs the constructivist approach, using a range of qualitative methods, including qualitative content analysis, in-depth interviews, and focus groups. The implications of the findings explain how Thai leading alcohol companies seek to instil particular ideal forms of masculinities for brand promotions in Thailand. This article concludes by suggesting the significance of the cultural power dynamics of the local and global domains that are crucially associated with the gendered construction of brand masculinities. It suggests that we need to employ more recent developments in critical masculinity theory to adequately capture the dynamics of men’s lives in the contemporary world

Constructivist grounded theory · Dynamics (music · Grounded theory · Ideal (ethics · Masculinity · Political science · Power (physics · Product (mathematics · Qualitative research · Social science · Sociology · Consumer Behavior in Brand Consumption and Identification · Gender Studies · Gender, Feminism, and Media · Media, Gender, and Advertising