“There will not be a World Cup”: The Kratophanous Power of the FIFA 2014 World Cup in Brazil

Abstract

Originality/value

The context of this research contributes to the literature on boycotting (Kozinets & Handelman, 2004; Lee, Motion, & Conroy, 2009), considering that most previous studies had not extensively explored situations where protests arise, obtain significant engagement, yet end up being unsuccessful. We answers the call made by Izberk-Bilgin (2010) for understanding how and why consumer attitudes toward certain types of consumption may change overtime and we demonstrate how the FIFA World Cup possesses kratophanous power in Brazil, and how this characteristic, which is strongly rooted in local culture, contributed to the failure of the boycott.

Citation

Rosenthal, B. and Cardoso, F. (2015), "“There will not be a World Cup”: The Kratophanous Power of the FIFA 2014 World Cup in Brazil", Consumer Culture Theory (Research in Consumer Behavior, Vol. 17), Emerald Group Publishing Limited, pp. 367-399. https://doi.org/10.1108/S0885-211120150000017018

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