Invisible Brands: An Ethnography of Households and the Brands in Their Kitchen Pantries

By J. Coupland. 2005

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Consumers' use of brands to reflect their actual and ideal selves on Facebook (2012, background): “We found evidence of iconic brands (Holt, 2004), relational brands (Fournier, 1998), and mundane brands (Coupland, 2005).”
Are Consumer and Brand Personalities the Same (2012, background): “Since data from 11 interviews were rich enough, no additional interview was carried out. they normally would not pay much attention, so called ‘invisible brands’ (Coupland, 2005), including packaged foods, cereals and kitchen cleaning products.”
Trying to prosume: toward a theory of consumers as co-creators of value (2008, background): “Coupland (2005) questions assumptions about customer-brand relationships by showing how prosumers use strategies to camouflage brands and cause commercial brands to simply be untraceable and invisible in consumers’ home environment.”
Brand Consumption and Narrative of the Self (2010, background): “Similar studies show that collecting six to ten interviews is necessary (Coupland, 2005; McGrath & Otnes, 1995), and in line with that, seven participants were interviewed, as summarized in Table 1.”