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The academic discourse around celebrity and iconicity has resulted in the same human brand as labeled as an inauthentic and illegitimate celebrity and as a culturally important symbol of legitimate achievement. We address the research question of how are contradictions between celebrity and iconicity resolved in creating and managing a human brand.

Using structuration theory, we analyzed David Bowie’s 50 year career, from 1964 to 2013, totaling 562 documents. Applying Langley’s (1999) stages of data collection of grounding, organizing, and replicating, we develop a process of model of celebrity and iconicity.

We identify three stages of human brand symbolic associations: forming, fixing, and transitioning associations. These represent alternate trajectories that Bowie and Ziggy Stardust followed to become icons. In resolving his trajectories across these stages, Bowie adapts and adopts commercial materials, business practices, and new technologies to converge his symbolic associations into a coherent iconic human brand.

Limitations of this paper lie in focusing on one human brand in a particular industry. Future research is suggested in three areas: (1) the relationship between the proposed model and other human brand activities; (2) to explore how the process is manipulated by other market agents; and (3) whether a human brand’s association shifts can precede culture.

This perspective challenges existing conceptualizations of celebrity and iconicity by framing them as inter-related processes, where celebrity associations are fixed in time, while iconic associations transition across time periods to reflect changing cultural values and concerns.

By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into account various economic, environmental and social influences.

A two-part study was undertaken. Part one involved exploring the lived worlds of the targeted population. Part two explored how the needs of the target audience informed a social marketing communications strategy. This was illustrated through Childsmile, a Scottish Government funded oral health institution.

A variety of intra- and inter-personal influences where identified that encouraged or discouraged oral health. Complementing this was how these needs are incorporated into an ecological social marketing communications campaign. Although the long term effects of the ecological social marketing campaign will not become evident for a number of years, initial results indicate its important role in changing behaviour.

The importance of engaging with various groups within social marketing is shown. Specifically, the need to understand and encourage interaction between individuals, their community, health institutions and the Government.

Behaviour change, through social marketing communications, is possible among socio-economic deprived groups. Change supported with face to face interactions with health professionals.

Previous criticisms of social marketing research being American-centric, and avoiding issues around socio-economic deprivation are addressed. In addressing this, the paper also answers calls for research into ecological models of social marketing communications to understand how influences affect its applicability.

Aims to explore the factorial structure of automobile brand image in the context of a cross‐national study. More specifically, we intend to answer two questions: whether the factor structure of brand image perception differ across countries, and whether these differences are owing to nation's culture and level of economic development.

An existing data set, which consists of data collected from survey research, was employed. Data covering the top 20 automobile markets consisting of 4,320 eligible new car owners. Perception of and attitude towards automobile brand associations were measured using nominal scales.

Provides empirical evidence that supports the applicability of multiple brand image dimensions corresponding to the consumer's sensory, utilitarian, symbolic and economic needs at the global level. The study also suggested that factor structure of brand image differs across nations and these differences might be reflective to a nation's culture and its level of economic development.

As with any empirical study, this research inevitably has its limitations, which presents opportunities for further research: extensions of the present framework to other product categories; extensions of the national factors; extensions of the brand associations; and measurement improvement.

Understanding the similarities or differences of the factor structure of brand image across the globe facilitates the formation of a successful global image strategy. First of all, by exploring brand image structure at the global level; and the specific interrelationships among the corresponding associations

The results derived from the 20 diverse nations in the present study not only enhance our understanding of brand image structure but also provide a strong test of the empirical generalizability of automobile brand image dimensionality and factor structure in a global context.

The ethnic minority population in Britain is sizeable and represents a viable and untapped market segment. In today’s fragmented and increasingly turbulent markets, ethnic marketing offers a new strategic focus for product/market development and, in many respects, companies which ignore this do so at their own competitive peril. Companies wishing to do business with ethnic minority groups will fundamentally have to review the basic premisses of their marketing plans to take account of the growing market pluralism and the multi‐ethnic reality of modern Britain. Accordingly, this paper provides a literature over‐view of the crucial issues which are likely to become the important determinants of success in developing ethnic marketing programmes. It is hoped that this paper will stimulate thought towards detailed examination of good practices, critical success factors and associated principles which might help to improve marketing practices aimed at the ethnic minority population.

The purpose of this paper is to develop an Islamic religiosity measurement which can be applied in many various sectors and fields.

The religiosity measurement developed by the authors had undergone systematic qualitative and quantitative approaches taking into consideration the expert opinion survey in ensuring the measurement content validity and reliability.

The study found that Islamic religiosity measurement is multi-dimensional. The dimensions found were beliefs and commitment or practice.

The research limitation of the study is that the research is in its exploratory stages and needs to be replicated and to be tested in different contextual settings.

The instrument was developed through a rigorous systematic database search, qualitative and quantitative scale development stages which can be used as the basis in measuring Islamic religiosity.

A focus on how visual cultures in domestic spaces influence older migrants' identification with the homeland has been noted in previous research, ¹ yet migrant youth have not typically been the sole subjects of investigation in this regard. This chapter seeks to fill this gap by offering insight into the practices of young Indian women in domestic spaces and how these practices influence their sense of belonging to India. This chapter highlights the practices of young Indian women living in Brisbane, Australia, through an exploration into how the young women recreate their histories and cultural attachments in domestic spaces. The research presented in this chapter illustrates the processes of emotional attachment for young migrants and how these processes demonstrate new ways of practising diaspora, including the use of the internet to learn about their cultural histories. With the use of PhotoVoice, where photographs were retrieved from mobile phones and the internet, the participants discussed their everyday lives relating to their emotional attachments to material objects in domestic spaces and the connection to their identities. This chapter's main argument is to highlight the need for researchers to avoid the tendency to place young migrants into the same diasporic categories as their parents and to recognise the diverse ways in which young migrants actively shape their own cultural attachments.