Marketing Theory最新文献_第10页

Re-thinking brand extension theory: Parents, siblings and off-spring or landlords and tenants? 重新思考品牌延伸理论:父母、兄弟姐妹和后代，还是房东和房客?

4区管理学

Marketing Theory Pub Date : 2022-08-03 DOI: 10.1177/14705931221116404

A. Hede, F. Kerrigan, M. Thyne

{"title":"Re-thinking brand extension theory: Parents, siblings and off-spring or landlords and tenants?","authors":"A. Hede, F. Kerrigan, M. Thyne","doi":"10.1177/14705931221116404","DOIUrl":"https://doi.org/10.1177/14705931221116404","url":null,"abstract":"Brand extensions strategies are aimed at extracting further value from an existing brand. The brand family metaphor, which has resonated with marketing scholars and practitioners for decades, has promulgated the use of analogies such as parents, siblings and off-spring to describe resulting brand-to-brand relationships. In this paper however, we question whether this metaphor and its analogical mappings, still hold relevance given we are in an ‘era of liquid modernity’ (Bauman, 2000) where notions of family may be less prescriptive. Through our analysis of interview data with practitioners who work on literary film adaptations, we found that the relationships among original and extended brands may be better conceptualised using an alternative metaphor: ‘brand for rent’. Our analysis revealed that in many contemporary brand-to-brand relationships, the relationship between the two brands is not solid, but rather fluid with a ‘distance’ between them; and the relationship contractual rather than familial. Our findings indicate that this alternative metaphor may have particular merit as marketplaces adapt to increasingly fluid contexts, where novel brand extension strategies and brand-to-brand relationships are emerging. We suggest further exploration of the metaphor and consideration of others, to further assist to theorise the diversity in contemporary brand extension practice.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47260161","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Rethinking ‘marketing as applied economics’ 重新思考“营销作为应用经济学”

4区管理学

Marketing Theory Pub Date : 2022-07-21 DOI: 10.1177/14705931221114170

M. Tadajewski

{"title":"Rethinking ‘marketing as applied economics’","authors":"M. Tadajewski","doi":"10.1177/14705931221114170","DOIUrl":"https://doi.org/10.1177/14705931221114170","url":null,"abstract":"This paper makes three intertwined arguments. Firstly, marketing is not simply an outgrowth of economics. Secondly, it is indebted to metaphysical, psychical and psychological research which provided the conditions of possibility for theorising marketplace interaction in our early history. Thirdly, marketing thinking has been and remains inflected by a position labelled ‘practical idealism’. It is a contrast to the ‘practical realism’ which also subtends our discipline. Adopting a genealogical approach, we explicate the threads of practical idealism weaved across Prentice Mulford, Thomson J. Hudson and A.F. Sheldon’s prominent works. Mulford provides the contours of the intellectual landscape. Hudson extends Mulford’s assumption grounds. Sheldon combines the articulations of Mulford, Hudson and studies in psychical research, outlining the viability of hypnosis and telepathy in sales practice. To distance itself from hypnosis and associations of manipulation, ‘suggestion’ was the epistemological-political replacement promoted by marketing theorists. Discursive transmutation was achieved through epistemological deviation. Epistemological deviation is conceptualised as the dismissal of and disengagement from a theoretical or hypothetical account without the consideration of appropriate evidence. W.D. Scott’s treatment of telepathy is an exemplar of epistemological deviation. It is a complete departure from the tenets of intellectual inquiry. What this means is that the promotion of psychology into marketing was accomplished – in part – by the abdication of critical reflection and not by its extension.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48303100","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Onflow and consumption: Affect and first encounters Onflow和消费：情感和初次接触

4区管理学

Marketing Theory Pub Date : 2022-07-20 DOI: 10.1177/14705931221116406

Paddy Lonergan, Maurice Patterson, Maria Lichrou

引用次数: 0

The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture 华尔街投注的“战争机器”:解释消费者抵抗和捕获的动态

4区管理学

Marketing Theory Pub Date : 2022-07-15 DOI: 10.1177/14705931221114172

Hunter Jones, J. Hietanen

引用次数: 3

Sycomorphism in city branding: The case of Amazon HQ2 城市品牌中的共生现象：以亚马逊HQ2为例

4区管理学

Marketing Theory Pub Date : 2022-06-19 DOI: 10.1177/14705931221108426

K. Sullivan, J. Rennstam, J. Bertilsson

{"title":"Sycomorphism in city branding: The case of Amazon HQ2","authors":"K. Sullivan, J. Rennstam, J. Bertilsson","doi":"10.1177/14705931221108426","DOIUrl":"https://doi.org/10.1177/14705931221108426","url":null,"abstract":"In recent decades, tech-companies such as Amazon, Google, Facebook, and Apple have grown exponentially, and it can be tempting for cities to try to attract these powerful corporations. This paper explores a particular aspect of this development, namely, how cities brand themselves to win the favor of a single big business. We draw on institutional isomorphism and a case study of North American cities’ branding efforts to attract Amazon’s second headquarters (dubbed HQ2). Our qualitative analysis shows that branding for a big business can lead cities into what we call sycomorphism, that is, acting obsequiously toward an important other in ways similar to other organizations. We identified three key expressions of sycomorphism: pandering, identification, and blank-checking. Our study contributes with knowledge that cities are not only subject to generalized pressure to compete for businesses, but they are also enticed by single powerful actors outside their organizational field, that can “jolt” cities to communicate obsequiously to win favor. Through the concept of sycomorphism, we advance the theoretical understanding of the relationship between isomorphism and city branding and thereby expand the usefulness of institutional theory in marketing scholarship.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43128725","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Sacrifice and violence in the marketplace 市场上的牺牲和暴力

4区管理学

Marketing Theory Pub Date : 2022-06-16 DOI: 10.1177/14705931221108427

Michal J Carrington

{"title":"Sacrifice and violence in the marketplace","authors":"Michal J Carrington","doi":"10.1177/14705931221108427","DOIUrl":"https://doi.org/10.1177/14705931221108427","url":null,"abstract":"Sacrifice is central to the flourishing of human culture and is integral to everyday life through practices of gifting, abstinence, donation and substitution. Consumer studies have predominantly taken a theological view of consumption-based sacrifice as medium of self-transformation, purification and transcendence to the realms of the sacred. Yet, there is a darker side to marketplace sacrifice. An alternative reading of sacrifice acknowledges the violence that is also often present in sacrifice – a violence that is directed and ritualised through the sacrifice of the scapegoat. Violent sacrifice can unite and reconcile conflicting individuals into a cohesive community, the taking of a life – at least symbolically – to restore social order and the status quo. This violent turn is missing from accounts of sacrifice and sacrificial gift giving in marketing and consumer studies that do not account for the deep, visceral, human desire for violent sacrifice – in both non-blood and bloodletting forms. To address this gap, I first introduce René Girard’s perspectives on violence, sacrifice and scapegoating to conceive an ideology of violent sacrifice in markets and consumption. I then re-examine extant market and consumer studies that investigate acts of sacrifice to reveal dimensions of violence and expand conceptions of sacrifice as being both light and dark. Thus, acknowledging the dual nature of sacrifice: purifying sacrifice to transform through abstinence and giving; and, violent sacrifice through mechanisms of scapegoating. Understanding these two faces of sacrifice has significant implication for marketing scholarship and marketing practice.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44735488","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

The transformation of selling for value co-creation: Antecedents and boundary conditions 面向价值共同创造的销售转型:前因与边界条件

4区管理学

Marketing Theory Pub Date : 2022-05-28 DOI: 10.1177/14705931221104519

D. Corsaro, Isabella Maggioni

{"title":"The transformation of selling for value co-creation: Antecedents and boundary conditions","authors":"D. Corsaro, Isabella Maggioni","doi":"10.1177/14705931221104519","DOIUrl":"https://doi.org/10.1177/14705931221104519","url":null,"abstract":"The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45040582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Customer experiences in crisis situations: An agency-structure perspective 危机情况下的客户体验:代理结构视角

4区管理学

Marketing Theory Pub Date : 2022-05-26 DOI: 10.1177/14705931221104520

B. Tronvoll, B. Edvardsson

{"title":"Customer experiences in crisis situations: An agency-structure perspective","authors":"B. Tronvoll, B. Edvardsson","doi":"10.1177/14705931221104520","DOIUrl":"https://doi.org/10.1177/14705931221104520","url":null,"abstract":"In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47546746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Writing telepathy back into marketing theory 将心灵感应写回营销理论

4区管理学

Marketing Theory Pub Date : 2022-05-21 DOI: 10.1177/14705931221095611

M. Tadajewski

引用次数: 4

The interplay between customers’ incidental and integral affects in value experience 顾客在价值体验中的偶然影响和整体影响之间的相互作用

4区管理学

Marketing Theory Pub Date : 2022-05-17 DOI: 10.1177/14705931221099314

Birgitta Sandberg, Leila Hurmerinta, Henna M Leino

引用次数: 2