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Design and Identities: the case of carsharing

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Adele MARTIN and Denis DARPY


Amongst the collaborative consumptions arising nowadays, sharing is one of
the most widespread systems. Sharing traditionally owned objects such as
cars has certainly affected the consumer-possessions relationship.
This paper shows the role of design in both identity and brand community
building, in the context of carsharing. The carsharing system Autolib in Paris
is the research field of this paper. Data from the interviews is analysed
through a grounded theory method. Consistent, homogenous and peculiar
car design helps a personal appropriation of a shared car by its users. In
addition some design elements contribute to brand community development,
mostly by creating shared rituals.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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