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1 – 10 of 15Yuri Taira, David J. Hardisty and Rui Jorge B. Basto da Silva
The authors analyzed data and information mainly from the company’s annual reports and the books written by the CEO.
Abstract
Research methodology
The authors analyzed data and information mainly from the company’s annual reports and the books written by the CEO.
Case overview/synopsis
How and when can a “value” brand upscale its brand image? In the wake of the financial crisis of 2007–2008, UNIQLO – Japan’s street fashion brand – considered introducing a new brand collaboration. They needed to capture the attention of younger, more fashionable consumers. However, people were tightening their spending as they faced uncertainties related to their jobs and wealth. Even though UNIQLO had had a steady growth in sales for the previous 24 years, it was questionable whether it was strategically a good time to launch a premium brand collaboration. And if so, who was the right partner? High-end designer Jil Sander, fashionable New York-based Theory or emerging French “casual luxury” brand Comptoir des Cotonniers?
Complexity academic level
This case is about the challenges faced by a low-priced brand to collaborate with a high-end brand to enhance the brand image. It explores the important elements to take into consideration when evaluating launching collaboration using the high-end brand’s name. The students will learn how to examine the risks and benefits of creating a new image for the core brand. If the students had learnt branding or brand extension before, this case can be used to teach how consumer’s perception affects brand extension and the target market’s impact on pricing and distribution strategies. It can be used for a marketing course at the MBA level to explore the concepts in a growing company’s brand image or an undergraduate specialized course in brand management or marketing management. The students also learn how the fashion industry’s supply chain management works to adapt to rapidly changing fashion trends.
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This chapter examines how opponents of same-sex marriage have used rights discourse to construct an identity of themselves as victims, and construct gays and lesbians as deviant…
Abstract
This chapter examines how opponents of same-sex marriage have used rights discourse to construct an identity of themselves as victims, and construct gays and lesbians as deviant “others.” I find that conservative rights discourse has been more effective outside the courtroom than in it. This is because these arguments rely on implicit discriminatory stereotypes which are frequently exposed under the scrutiny of dispassionate judicial actors. However, in a popular arena, they are free to operate with considerably less scrutiny. Here, rights discourse is used to mask discriminatory stereotypes and lend legitimacy to positions that would be rejected if made explicitly.
Purpose – This study analyzes the rhetoric casting U.S. President Barack Obama in the role of betraying and undermining the nation because he seeks government policies supporting…
Abstract
Purpose – This study analyzes the rhetoric casting U.S. President Barack Obama in the role of betraying and undermining the nation because he seeks government policies supporting a social safety net, gay rights, abortion rights, and other progressive agendas.
Methodology/Approach – The analysis is based on sociological social movement theories, especially the interrelationship of ideology, frames, and narratives in understanding how activists take their ideas and turn them in to action. The power devaluation model of Rory McVeigh is applied to the construction of reality used by right-wing anti-Obama forces, especially those linked to the various Tea Party movements.
Findings – The most militant anti-Obama ideologues construct frames and narratives based on a dualistic worldview in which Obama and liberals in general are demonized and scapegoated for existing economic, social, and political problems.
Research limitations/implications – More scholarly research using statistical analysis of the views and demographics of Tea Party supporters is needed to provide a complete picture of this new social/political movement.
Practical implications – By showing that right-wing populists are basing their beliefs on a long history of similar frames and narratives, this study can help prompt a more constructive response by political opponents who wrongly demonize the Tea Party supporters and their allies as ignorant or crazy.
Audeliz Matias, Sheila M. Aird and David F. Wolf
Advances in geospatial technology, web map interfaces, and other Web 2.0 tools provide new opportunities for educators to engage students in critical thinking, problem-solving…
Abstract
Advances in geospatial technology, web map interfaces, and other Web 2.0 tools provide new opportunities for educators to engage students in critical thinking, problem-solving, and collaborative skills. Although little attention has been given to learning from maps in higher education, knowledge of space is critical to attitudes and decision making as global citizens. Additionally, the ability to easily create multimedia maps offers new educational affordances for students at a distance and has the potential to link geographic and cultural understanding within the context of a variety of disciplines. We discuss the development of a mapping and blogging interactive learning environment, MapBlog, as a visual platform for representing information spatially. In this chapter, the MapBlog will be discussed as an interactive learning environment and as a visual platform for representing information spatially. We present and discuss four MapBlog categories: external content, student-created content, static content, and thematic.
Educational institutions have a special social responsibility to initiate processes of sustainability transformation in society, nevertheless, activities that effectively address…
Abstract
Purpose
Educational institutions have a special social responsibility to initiate processes of sustainability transformation in society, nevertheless, activities that effectively address students as well as employees are rather moderate. To initiate change alongside strategic and political decisions, this paper aims to present findings of a gamification intervention (hereafter referred to as climate duel), which was implemented in a field study and tested to assess its potential as a supporting and transformative approach in a university context.
Design/methodology/approach
A three-month field study was conducted with two universities of applied sciences. The study included an environmental impact analysis of the two participating university departments, the conception and testing of the intervention and associated surveys to evaluate the effectiveness of the intervention in order to and to obtain feedback that would allow the duel to be scaled up at other universities or institutions.
Findings
Three hundred seventy-five people took part and saved 2.6 tons of greenhouse gas emissions through their participation in the climate duel and their corresponding behavioural changes. In addition, feedback from the participants yielded positive results in terms of behavioural changes and generated valuable evidence for future implementations. Nevertheless, there is still room for improvement, especially in terms of supporting communication activities that promote social relatedness to motivate each other, share experiences or deal with implementation difficulties in everyday life.
Originality/value
Building on the promising effects of gamification, the study is a showcase for applied science. With the possibility of testing a theory-based intervention in practice, an implementable, effective and scalable measure for universities that helps to accelerate the transformation process is available.
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Charlotte Dixon, David John Edwards, Monica Mateo-Garcia, Joseph Lai, Wellington Didibhuku Didibhuku Thwala and Mark Shelbourn
This study aims to investigate the behaviour of building users and how this impacts upon building energy performance. Specifically, the work examines the behavioural traits of…
Abstract
Purpose
This study aims to investigate the behaviour of building users and how this impacts upon building energy performance. Specifically, the work examines the behavioural traits of able-bodied users of a large higher education building who erroneously access and egress the building using doorways intended for disabled users.
Design/methodology/approach
An inductive methodological approach is adopted that uses grounded theory to devise new insights into building users’ access and egress habits. Structured interviews are conducted to collect primary data from 68 building users of a large educational building over a four-week period. Responses to questions posed provide the basis for a tabularisation of behavioural traits.
Findings
Reasons for able-bodied building users’ preferences to using disabled access are identified and discussed; these are thematically grouped under the headings of apathy, convenience, emergency, ergonomics, ignorance and phobia. Building upon these findings, the research then offers insights into the approaches that could be adopted to change the erroneous behaviours. These approaches include education of building users on the impact their behaviour has upon building performance and environmental pollution, more stringent regulation to penalise repeat offenders and changes to building entrance design using obtrusive (i.e. radio frequency identification tags) and unobstrusive control measures (i.e. a second entrance doorway or slower opening mechanism).
Originality/value
To the best of the author’s knowledge, this study is the first of its kind to investigate the rationale for able-bodied building users erroneously using disabled persons’ access and egress doorways within a building, which as a consequence, inadvertently reduces the building’s environmental performance.
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Irene Garnelo-Gomez, Kevin Money and David Littlewood
This paper aims to examine the role of individual action in addressing challenges of sustainability, and to help marketing scholars and practitioners better understand what…
Abstract
Purpose
This paper aims to examine the role of individual action in addressing challenges of sustainability, and to help marketing scholars and practitioners better understand what motivates sustainable living.
Design/methodology/approach
Semistructured interviews with 35 individuals self-identifying as sustainable shed light on motivations and identity expression in sustainable living. Four Drive Theory, and Personal and Social Identity Theory (operationalized through the Dynamic Model of Identity Development), provide this study’s guiding theoretical framework. Data analysis was informed by the Gioia methodology.
Findings
Individuals differently express their personal and social identities through sustainable living, and are differently motivated to live sustainably. Those expressing personal identity salience through sustainable living draw on a broader set of motivations than those expressing social identity salience. This results in varying levels of commitment to sustainable living, with differences also found in individuals’ personal satisfaction derived from their sustainable living efforts. Based on these findings, a novel typology of sustainable individuals is developed.
Research limitations/implications
This study is limited by its focus on one geographic area and relatively small sample size. A key implication is the need to consider both personal and social identity when studying behavior in other marketing contexts.
Practical implications
The research provides important insights for marketing practitioners, policymakers and others seeking to better categorize sustainable individuals and target marketing messages to encourage sustainable behaviors.
Originality/value
This paper contributes to marketing scholarship by providing new insights on the role of identity and motivations in sustainable living. It introduces a novel typology of sustainable individuals, founded on differences in identity expression and motivational drives, which are also associated with the range of sustainable behaviors people engage with and how individuals make sense of these behaviors.
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Deana A. Rohlinger, Ben Kail, Miles Taylor and Sarrah Conn
Purpose – Although scholars have long been interested in how social movements use mass media to forward their goals, sociological research almost exclusively focuses on the…
Abstract
Purpose – Although scholars have long been interested in how social movements use mass media to forward their goals, sociological research almost exclusively focuses on the ability of activist groups to get their ideas and organizations in general audience, mainstream media coverage. This paper contributes to a more systematic understanding of media coverage outcomes by broadening the range of outlets considered relevant to political discourse. In addition to mainstream venues, we consider conservative and liberal/left outlets in our analysis of social movement organization media coverage.
Method – Using negative binomial regression, we analyze how organizational characteristics, organizational frames, political elites, and event type affect the rates of social movement organization media coverage in mainstream and partisan news venues.
Findings – We find that the independent variables play very different roles in mainstream and partisan media coverage outcomes. Specifically, while organizational characteristics and frames often enhance the media coverage outcomes of activist groups in mainstream venues, political elites have no effect at all. In contrast, organizational characteristics and frames do not affect social movement media coverage in partisan outlets, whereas political elites and event type do.
Originality of the paper – Conceptually, this research broadens how scholars think about the relationship between social movement groups and mass media as well as the factors that influence media outcomes.
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Srushti Gadge, Sneh Kasera, Rajiv Yeravdekar, Ankit Singh and Vivek Borlepawar
This paper aims to understand the underlying motivations and factors that drive millennials to embrace smartwatches as fashionable accessories, health monitoring tools and…
Abstract
Purpose
This paper aims to understand the underlying motivations and factors that drive millennials to embrace smartwatches as fashionable accessories, health monitoring tools and eco-friendly alternatives.
Design/methodology/approach
In June–July 2022, a cross-sectional study was conducted, gathering 285 complete responses through an online survey using convenience sampling. These responses were then analyzed to obtain valuable insights using structural equation modeling.
Findings
This study’s findings confirm the mediation effect of fashion innovativeness on the relationship between subjective norms and attitudes toward smartwatch usage (b = 0.034, lower limit confidence interval (LLCI) = 0.007, upper limit confidence interval (ULCI) = 0.086, p = 0.015). In addition, it highlights the mediating role of healthology in the association between subjective norms and attitudes toward using smartwatches (b = 0.062, LLCI = 0.006, ULCI = 0.151, p = 0.029).
Research limitations/implications
This research has limitations in terms of sample representativeness, self-reported data, cultural and regional factors and technological advancement.
Practical implications
Understanding millennials’ motivations behind smartwatch usage has implications for marketers, designers and manufacturers in targeting this generation effectively. By highlighting smartwatches’ fashion-forward and health-conscious aspects, companies can appeal to millennials’ preferences and develop innovative features that align with their values.
Social implications
This study provides validation for the increased level of environmental concerns among millennials, emphasizing its substantial influence on their purchasing decisions when it comes to smartwatches. Furthermore, it highlights that health-consciousness holds greater significance than fashion-forwardness as a determining factor for consumers of smartwatches.
Originality/value
This pioneering study explores the adoption intentions of smartwatch usage, examining it from the unique perspectives of health theology and environmental concerns. By delving into these novel dimensions, the research fills a significant gap in the existing literature. It contributes to a deeper understanding of the factors influencing millennials’ decision-making processes when embracing smartwatches.
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