Marketing Theory最新文献_第9页

Marketing-as-practice: A framework and research agenda for value-creating marketing activity 营销作为实践:价值创造营销活动的框架和研究议程

4区管理学

Marketing Theory Pub Date : 2022-09-07 DOI: 10.1177/14705931221123949

Per Skålén, B. Cova, Johanna Gummerus, Antti Sihvonen

引用次数: 5

‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers “为“一些”照顾者鼓掌”：通过父母照顾者的经历，探讨英雄主义和英雄话语的能力主义原则

4区管理学

Marketing Theory Pub Date : 2022-09-02 DOI: 10.1177/14705931221123991

Leighanne Higgins, Killian O’Leary

{"title":"‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers","authors":"Leighanne Higgins, Killian O’Leary","doi":"10.1177/14705931221123991","DOIUrl":"https://doi.org/10.1177/14705931221123991","url":null,"abstract":"Marketing scholarship has commonly demonstrated how consumers assemble heroic identities as a means to facilitate forms of empowerment and emancipatory consumption. Although some insight into more troubling aspects of heroic discourses has been shared, prioritisation of the positive potentialities of heroism remain privileged. We invoke social heroism as an interpretive lens to study the lived experiences of parent-carer’s to children with impairments, employing paradoxes of heroism as heuristics to explore how heroic discourses disempower parent-carers. We find that parent-carers do not identify with the heroism surrounding care. Instead, they view themselves as unessential due to the ableist tenets that underlie heroic discourses. We uncover three problematizing and subtle practices of ableism; purification, micro-aggressions and responsibilized-commoditization. Such insight, (i) advances marketing theory’s understanding of the socio-political structuring of heroism, (ii) advances discourse on consumer vulnerabilities and ableism and (iii) begins to meet the calls for research into care politics and justice.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"11 - 32"},"PeriodicalIF":0.0,"publicationDate":"2022-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47989515","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

Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis 再造女巫:消费神话的过程和英雄结果

4区管理学

Marketing Theory Pub Date : 2022-08-28 DOI: 10.1177/14705931221124044

M. Zanette, Diego Rinallo, Laetitia Mimoun

引用次数: 3

From heroism to martyrdom: Entrepreneurial identity work in alternative market movements 从英雄主义到殉难:另类市场运动中的企业家身份工作

4区管理学

Marketing Theory Pub Date : 2022-08-26 DOI: 10.1177/14705931221124026

M. Mars

引用次数: 3

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":"23 1","pages":"249 - 265"},"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":"22 1","pages":"643 - 665"},"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":"23 1","pages":"207 - 223"},"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":"22 1","pages":"601 - 621"},"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