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1 – 3 of 3People decide what is good or bad, or what they should or should not do, based on the values they cherish. Someone's values create the feeling that something is important for him…
Abstract
People decide what is good or bad, or what they should or should not do, based on the values they cherish. Someone's values create the feeling that something is important for him or her, and then motivate him or her to take action. Therefore, personal values are important psychological aspects that serve as predictors of many types of human behaviour. The use of values to evaluate, to predict or to assess behavioural choices and their outcomes has received increasing attention in psychology in recent years. An important psychological insight is that similarities between personal values and values provided by the context (e.g., not only values cherished by the people who are close to us but also values embedded in the brands that are relevant for us or in the communication messages we are confronted with) have an impact on subjective well-being. This psychological insight makes values relevant for other domains as well. This chapter explores the use of values in communication, and introduces mechanisms through which values can be used to stimulate communication effectiveness.
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Karel Jan Alsem and Erik Kostelijk
The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there…
Abstract
Purpose
The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking.
Design/methodology/approach
While the marketing paradigm is focused on customers, marketing strategy focuses on both the demand and supply side of the market. The authors suggest bringing the paradigm and strategy more in line by adding the brand identity into a new, more balanced, marketing paradigm, called identity based marketing.
Findings
The brand identity can be considered the representative of the resource based view since identity will be based on competences and capabilities. Although branding is widely accepted as a marketing issue it has until now not been dealt with within the scope of the marketing paradigm.
Originality/value
Adding branding to the highest level in the marketing theory hierarchy (marketing as concept/paradigm, strategy, and tactics), has important implications for marketing practice and leads to a research agenda with more emphasis on the relation between (changes in) brand identity and customer perceptions and needs.
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