Tauromachy: to keep or to toss? Exploring the process of deinstitutionalization of contested consumer traditions

Valor, C and Papaoikonomou, E and Lloveras, J (2017) Tauromachy: to keep or to toss? Exploring the process of deinstitutionalization of contested consumer traditions. In: Bringing Institutional Theory to Marketing, 29 May 2017 - 30 May 2017, ISC Business School, Paris. (In Press)

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Abstract

Although a centenary consumer tradition, the legitimacy of tauromachy has been, especially recently, under dispute. This paper aims to better explain the process of deinstitutionalization of contested consumer traditions and its dynamics by focusing on the actors at play and the institutional work they undertake.