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Book part
Publication date: 31 May 2016

Richard Ek and Mekonnen Tesfahuney

In the Western thought tradition, the tourist has not been a subject worthy of intellectual musings and philosophical deliberations. Indeed, the tourist has been portrayed in…

Abstract

In the Western thought tradition, the tourist has not been a subject worthy of intellectual musings and philosophical deliberations. Indeed, the tourist has been portrayed in primarily derisive ways. Nietzsche’s remark, “Tourists—they climb mountains like animals, stupid and perspiring, no one has told them that there are beautiful views on the way,” epitomizes the dominant attitude. Why does the figure of the tourist elicit such negative reactions? Do the sentiments perhaps imply something else, or is the tourist a doppelgänger, not anomalous or marginal but normative—a paradigmatic figure? If so, then what can be said of the poetics and politics of the tourist conceptualized as a paradigmatic subject?

Details

Tourism Research Paradigms: Critical and Emergent Knowledges
Type: Book
ISBN: 978-1-78350-929-4

Keywords

Book part
Publication date: 2 May 2015

Aric Rindfleisch and Matthew O’Hern

To identify, conceptualize, and analyze a newly emerging form of consumer-initiated, brand-altering activity that we term “brand remixing.”

Abstract

Purpose

To identify, conceptualize, and analyze a newly emerging form of consumer-initiated, brand-altering activity that we term “brand remixing.”

Methodology

A content analysis of 92 remixes of the Nokia Lumia 820 smartphone case.

Findings

We find that nearly 40% of the remixed versions of Nokia’s case retained at least one element of its standard template. The remixed cases contained considerable congruency with the design elements in the standard template, a high degree of personalization, and no negative brand imagery.

Implications

Our research is the one of the first examinations of the role of 3D printing upon marketing activities. It has important implications for marketing scholarship by showing that 3D printing empowers consumers to physically alter the brands they consume. Our research also suggests that practitioners interested in using this technology to develop and enhance their brands should accept the notion that firms are no longer fully in control of their brand assets. Hence, we believe that brand managers should develop co-creation platforms that allow customers to easily modify, remix, and share various aspects of their brands with their peers.

Originality

We identify and label an important emerging branding practice (i.e., brand remixing). This practice has the potential to dramatically alter the branding landscape.

Details

Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

Keywords

Abstract

Details

Malleable, Digital, and Posthuman
Type: Book
ISBN: 978-1-80117-621-7

Abstract

Details

Managing Brands in 4D
Type: Book
ISBN: 978-1-78756-102-1

Book part
Publication date: 28 November 2016

Sabrina Gabl, Verena E. Wieser and Andrea Hemetsberger

We stress the public demand for accountability of global brands and the rise in normative public brand evaluations in online networks. To gain an empirical and theoretical…

Abstract

Purpose

We stress the public demand for accountability of global brands and the rise in normative public brand evaluations in online networks. To gain an empirical and theoretical understanding of these phenomena, we introduce the notion of public brand auditing, which refers to public agents collectively contrasting brands against a multiplicity of shared understandings of what is worthy and good.

Methodology/approach

Convention theory serves as a theoretical lens to conceptualize public brand auditing, since it provides a normative framework of orders of worth based on which the appropriateness of actions are judged. Empirically, we conduct a netnographic study and illustrate public auditing strategies with online discussions about Google on the Slashdot platform.

Findings

We find that public brand auditing comprises two major auditing strategies: drawing leeways of acceptable brand conduct and allocating responsibilities.

Research implications

Approaching public forms of normative brand judgments from a convention theory perspective allows researchers to better understand how the public holds brands accountable and evaluates brand conduct against higher-order principles.

Practical implications

The concept of public brand auditing helps managers to understand and approach the normative basis of both positive and negative brand judgments.

Social implications

We urge brands to monitor public demand for accountability and emphasize the importance of the civic, market, and industrial orders of worth in guiding brand conduct.

Originality/value

This paper offers a conceptualization of and a framework for investigating public brand auditing phenomena.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78635-495-2

Keywords

Book part
Publication date: 25 July 2014

Leon van Schaik

Designing learning environments is increasingly about mediating between the interactions in real and virtual space of largely self-organising learning communities. Traditional…

Abstract

Designing learning environments is increasingly about mediating between the interactions in real and virtual space of largely self-organising learning communities. Traditional ways of briefing designers are less and less proficient, as the demands made on space become less timetabled, more probabilistic. ‘learning landscapes’ 1 are proposed in which clusters of activity can be seen to be taking place across a field, that activity can be browsed, audited and fully engaged with. Such organic flows of interest and concentration are hindered by traditional demarcated space models, and attempts to enable the flows through ‘flexible’ interlinking of rooms fail.

There is evidence 2 that the organic interactions between learners grow exponentially when these learners are connected together as virtual communities in open, robust virtual platforms. But this works best when these interactions are grounded from time to time in real places. How can designers best provide spaces that support learning in real and virtual space? Should design teams be composed of people with skills in devising real and virtual space?

Increasingly the answer is ‘yes’, and this places strains on procurement processes. Built form can take a long time to deliver. So can virtual platforms take time to devise and make operable. Can these processes be aligned? The concepts for RMIT’s Design Hub, a physical design research platform, were developed through research conducted twelve years before the building was completed. Many of the gap years were taken up with establishing the financial basis for constructing the Hub. During this time the concepts were validated by testing with various potential user groups, and a further tranche of international investigations validated the level of innovation being sought. The process for RMIT’s Swanston Academic Building (SAB) was smoother and shorter, but it involved a year in which a ‘learning landscape’ concept was moulded through intensive work with user client focus groups.

Neither of these projects has a virtual doppelganger, though both have sophisticated and evolvable IT systems. The Hub embeds a process of curating research interaction and dissemination that is hampered by this fact. The mediated learning landscape of the SAB falls short of the originating concepts, – because space constraints did not allow for an undivided, flowing landscape. A well designed virtual counterpart could have provided what the insertion of walls has obscured. Should all future innovative learning and researching environments have a virtual counterpart from the outset?

There is an emerging trend for such paired environments in creative city thinking and in museums. Surely briefing and procuring real and virtual environments in tandem will enliven future space use in universities?

Details

The Future of Learning and Teaching in Next Generation Learning Spaces
Type: Book
ISBN: 978-1-78350-986-7

Keywords

Content available
Book part
Publication date: 27 June 2022

Abstract

Details

The Emerald Handbook of Computer-Mediated Communication and Social Media
Type: Book
ISBN: 978-1-80071-598-1

Abstract

Details

The Emerald Handbook of Computer-Mediated Communication and Social Media
Type: Book
ISBN: 978-1-80071-598-1

Abstract

Details

Haunting Prison: Exploring the Prison as an Abject and Uncanny Institution
Type: Book
ISBN: 978-1-80455-368-8

Book part
Publication date: 18 November 2015

Jack S. Tillotson and Diane M. Martin

We aim to understand what happens when larger social and cultural myths become the incarnate understanding of consumers within the firm. This paper uncovers the varied myths at…

Abstract

Purpose

We aim to understand what happens when larger social and cultural myths become the incarnate understanding of consumers within the firm. This paper uncovers the varied myths at play in one Finnish company’s status as an inadvertent cultural icon.

Methodology/approach

Through a qualitative inquiry of Finland’s largest dairy producer and by employing the theoretical lens of myth, we conceptualize the entanglement of broad cultural, social, and organizational myths within the organization.

Findings

Macro-mythic structures merge with everyday employee practice giving consumer understanding flesh within the firm (Hallet, 2010). Mythological thinking leaves organizational members inevitably bound up in a form of consumer knowing that is un-reflective and inadvertently effects brand marketing management.

Originality/value

Working through a nuanced typology of myth (Tillotson & Martin, 2014) provided a deeper understanding of how managers may become increasingly un-reflexive in their marketing activities. This case also provides a cautionary tale for heterogeneous communities where ideological conflict underscores development and adoption of contemporary myths.

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