Search results

1 – 7 of 7
Article
Publication date: 8 January 2018

George Rossolatos

This paper furnishes an inaugural reading of abjective consumption by drawing on Kristeva’s psychoanalytic theory of abjection within the wider terrain of consumer cultural…

Abstract

Purpose

This paper furnishes an inaugural reading of abjective consumption by drawing on Kristeva’s psychoanalytic theory of abjection within the wider terrain of consumer cultural research. It offers a conceptual framework that rests on three pillars, viz. irrationality, meaninglessness, dissolution of selfhood.

Design/methodology/approach

Qualitative research design that adopts a documentary ethnographic approach, by drawing on a corpus of 50 documentary episodes from the TV series “My Strange Addiction” and “Freaky Eaters”.

Findings

The findings from this analysis point to different orders of mediatized discourse that are simultaneously operative in different actors’ frames (e.g. moralizing, medical), in Goffman’s terms, yet none of which attains to address the phenomenon of abjective consumption to its full-blown extent.

Research limitations/implications

Although some degree of bias is bound to be inherent in the data because of their pre-recorded status, they are particularly useful not in the least because this is a “difficult sample” in qualitative methodological terms.

Practical implications

The multi-order dimensionalization of abjective consumption opens up new vistas to marketers in terms of adding novel dimensions to the message structure of their communicative programs, in line with the three Lacanian orders.

Social implications

The adoption of a consumer psychoanalytic perspective allows significant others to fully dimensionalize the behavior of abjective consumption subjects, by becoming sensitive to other than symbolic aspects that are endemic in consumer behavior.

Originality/value

This paper contributes to the extant consumer cultural research literature by furnishing the novel conceptual framework of abjective consumption, as a further elaboration of my consumer psychoanalytic approach to jouissance consumption, as well as by contrasting this interpretive frame vis-à-vis dominant discursive regimes.

Details

Qualitative Market Research: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 21 July 2020

George Rossolatos

This paper aims to contribute to the augmenting literature on consumer brand engagement (CBE) in social media brand communities (SMBCs) by offering the model of the depth of brand…

Abstract

Purpose

This paper aims to contribute to the augmenting literature on consumer brand engagement (CBE) in social media brand communities (SMBCs) by offering the model of the depth of brand engagement funnel (DOBEF). The model is intended to complement the multi-dimensional conceptualization of CBE in the extant consumer behaviour literature and to critically address some of its foundational tenets.

Design/methodology/approach

A computer-mediated discourse analytic (CMDA) approach is adopted while using a mixed methods research design whereby qualitative data are quantified with a view to enhancing the robustness of the interpretive procedure. The data comprise 170 UGC posts stemming from three fast-moving consumer goods brands’ SMBC threads. Additionally, a netnographic approach is adopted in data collection, while data analysis/synthesis proceeds with the application of the laddering technique with the aid of the computer-aided qualitative discourse analytic CAQDAS software atlas.ti.

Findings

The bulk of user-generated content (UGC) in the scrutinized brand initiated thematic threads were found to be relevant, albeit negatively valenced or lacking in relevance altogether. This behavioural response pattern to brand initiated themes poses significant constraints to the level and quality of CBE. Multi-dimensional engagement across the DOBEF’s strata was found to be scarce, while engagement diminishes gravely as the upper layers of the model are reached.

Research limitations/implications

By conducting analyses on coded data alongside DOBEF’s strata, rather than treating consumer comments as raw data, the narrowing down of the semantic focus of posted comments in a thread-specific fashion is enabled, thus meeting the narrow contextualization criterion that is lacking from various studies in the extant literature.

Practical implications

By shifting focus in identifying CBE levels in SMBCs from attitudinal/behavioural antecedents/outcomes towards the content of the interaction, a nuanced perspective is offered as regards the depth of interaction, while addressing posted comments not only in terms of valencing, but even more importantly of valorization.

Social implications

By attending closely to incidents of negative brand engagement, and by dimensionalizing engagement along the funnel’s strata, a more nuanced understanding of territories where brand communities contribute to the dilution, rather than the enhancement of brand equity was obtained.

Originality/value

This is the first paper that discusses engagement on the grounds of deeply-laden consumer axiologies and the degree to which these are congruent with specific brand initiated thematic threads in SMBCs. It is anticipated that the discourse analytic (DA) approach that is adopted here will instigate further research that attends to UGC in a small-data, highly context-specific, rather than a big-data vein.

Details

Qualitative Market Research: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 2 May 2017

George Rossolatos

The purpose of this paper is to scrutinize how Miley Cyrus’ brand values are projected through the multimodal semiotic structure of the live performance of the song Do my thang

Abstract

Purpose

The purpose of this paper is to scrutinize how Miley Cyrus’ brand values are projected through the multimodal semiotic structure of the live performance of the song Do my thang (from the Bangerz album (2013)).

Design/methodology/approach

Sociosemiotic conceptual framework in conjunction with an interpretive videographic method of analysis, facilitated by the multimodal qualitative discourse analytic software ATLAS.ti.

Findings

Four major territories were identified as regards the spectacle’s latent axiology, namely, freeplay, polymorphous sexuality, neo-burlesque, and hyperdifferentiation.

Practical implications

Attending to structural couplings between signs and modes in the context of bespoke artists’ brand languages constitutes a priority for managing an artist as brand, and, concomitantly, for safeguarding relevance for a fandom. A multimodal reading grid is offered to this end.

Originality/value

From a branding point of view, this study constitutes the first one that theorizes the live show spectacle as the manifest discourse whereupon brand image and brand values are edified, with an emphasis on the dance mode, over and above the verbal/visual modes that dominate the advertising/branding literatures.

Details

Arts and the Market, vol. 7 no. 1
Type: Research Article
ISSN: 2056-4945

Keywords

Content available
Article
Publication date: 2 May 2017

Ben Walmsley and Laurie Meamber

1638

Abstract

Details

Arts and the Market, vol. 7 no. 1
Type: Research Article
ISSN: 2056-4945

Article
Publication date: 11 July 2017

Angela Gracia B. Cruz and Margo Buchanan-Oliver

This paper aims to explore how marketplace-enabled performances help reconstitute masculinity in the context of transnational mobility.

Abstract

Purpose

This paper aims to explore how marketplace-enabled performances help reconstitute masculinity in the context of transnational mobility.

Design/methodology/approach

Grounded in consumer acculturation theory, this paper draws on theories of gender performance to inform a hermeneutic analysis of depth interviews with skilled migrant men.

Findings

To navigate experiences of emasculation, participants performed three remasculation strategies: status-based hypermasculinity, localised masculinity and flexible masculinity.

Research limitations/implications

This study offers insights for the design of migrant settlement policy. Further research should investigate the remasculation strategies of low resource migrant men.

Originality/value

This paper makes two contributions to theories of gendered acculturation. First, while studies of acculturation as a gendered performance have shown how marketplace resources support the gendered identity projects of female migrants and the children of migrants, this paper provides the missing perspective of skilled migrant men. Beyond acting as “resistant” cultural gatekeepers of their family members’ gendered acculturation practices, first-generation migrant men emerge as creative, agentic and skilled negotiators of countervailing gender regimes. Second, transnationally dispersed families, migrant communities and country of origin networks emerge not only as acculturating agents which transmit gender regimes but also as audiences which enable the staging of remasculating performances.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 11 September 2017

Gemma Burgess, Mihaela Kelemen, Sue Moffat and Elizabeth Parsons

This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

2870

Abstract

Purpose

This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

Design/methodology/approach

Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production.

Findings

The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data.

Research limitations/implications

The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion.

Originality/value

While theatrical and performative metaphors have been widely used to theorise interactions in the marketplace, as yet the possibility of using theatre as a form of inquiry within marketing has been largely neglected. Documentary theatre is revealing of the ways in which marketplace cultures can perpetuate social inequality. Involving local communities in the co-production of knowledge in this way gives them a voice in the policy arena not hitherto fully addressed in the marketing field. Similarly, marketplace exclusion as a concept has been sidelined in favour of marketplace discrimination and consumer vulnerability – the authors think it has the potential to bring these fields together in exploring the range of dynamics involved.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 8 September 2021

Amélia Brandão, Sílvia Ramos and Mahesh Gadekar

Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer…

Abstract

Purpose

Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer entrepreneurs are one of the contributors toward creative economy for their role in economic prosperity. This article aims to investigate brand-building efforts of jewelry designer entrepreneurs. This study also aims to explore how jewelry designer entrepreneurs develop and communicate brand narrative, and how brand backstories confer value to jewelry.

Design/methodology/approach

This study used a qualitative approach. Semi-structured in-depth interviews were conducted with seven Portuguese designer jewelry.

Findings

The study identified seven themes to reflect the brand narratives of the Portuguese jewelry designer entrepreneurs: designer artists considered the importance of international recognition; designer jewelry uses the ontological metaphor to connect emotionally; designer jewelry making a jewelry piece that is fluid and organic; limited association with fashion; distinctive brand communication; fair pricing strategy; and identifying self as artistic worker. The study also shows that jewelry designer entrepreneurs adopt a distinctive brand communication tactics to connect emotionally with imagine customers.

Practical implications

This study proposes a general and managerial guide to boost personal brand jewelry designer entrepreneurs through brand narratives.

Originality/value

This study bridges an academia gap on personal branding, exploring how jewelry designer entrepreneurs develop and communicate brand narrative and brand backstories adding value to the jewelry industry.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 23 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Access

Year

Content type

Article (7)
1 – 7 of 7