Search results

Harry Potter is one of the world's most remarkable marketing phenomena. The purpose of this paper is to reveal that consumers interact with the Potter brand in a variety of ways, ways that parallel the four archetypal houses at Hogwarts School of Witchcraft and Wizardry.

The paper interrogates Pottermania by means of a longitudinal qualitative study of fans, non‐fans and neutrals.

The paper finds that, just as pupils at Hogwarts School of Witchcraft and wizardly are many and varied, so too Rowling's readers come in several distinctive forms. In keeping with the prototypical characteristics of the Hogwarts houses, four Rowling reading archetypes can be tentatively identified: Gryffindors, Hufflepuffs, Ravenclaws, and Slytherins.

This paper shows, contrary to the stereotype, that there is much more to Harry Potter consumers than the long lines of enthusiastic fans standing outside bookstores at midnight.

In a world where brands are narratives and consumers are readers, this paper shows that there are several distinctive modes of “reading a brand” and evaluates their implications for the future of the Harry Potter franchise.

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

Fans are proactive consumers of pop culture products, who can be seen as prosumers. Fanvideo production is one of their most widespread practices in the participatory culture scenario. Thus, the aim of the present study is to analyze how ludic prosumption is featured on plays performed in Brazilian fanvideos based on successful pop culture franchises.

Research based on the interpretive content analysis of fanvideos of plays produced by Brazilian fans based on five emblematic pop culture franchises and published on YouTube.

Results have shown six play types in the analyzed fanvideos – i.e. child's play, performing powers, cosplay, play in social rites, teaching to play and “zuêra” –, which revealed a way of having fun in different situations through different practices based on ludic consumption experiences in different spheres of social life.

CCT-based studies focused on investigating plays as ludic consumption phenomenon, as well as fan culture, remain at early research stage. Thus, the main contribution of the present study lies on associating such concepts based on the concept of prosumption.

The purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement.

Using survey data from 272 South Korean respondents, path analysis is used to evaluate the hypotheses.

Only the sense of community dimension of brand tribalism affects brand pride (P_RIDE), which in turn leads to a sequential process of brand attitude, purchase intention, and need for achievement (N_ACHIEVE).

South Korean data may confine generalizability. As effect sizes in this context are understood, researchers have an additional benchmark for future brand tribalism and P_RIDE research.

The psychological underpinning and, the presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is also evident within smartphone communities. By further understanding brand tribalism outcomes, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand tribes.

Supported by the anthropological view of brand tribalism, this research contributes to the branding literature by examining the indirect effects of brand tribalism on the N_ACHIEVE through brand-related attitudes and behavioral intentions. Where previous research using westerners indicates the explanatory power of defense of the tribe on brand-related factors, no effect in this regard is found here using eastern smartphone consumers.

The purpose of this paper is to provide a literature review on what is known about unpaid family carers who are at risk of or have experienced abuse from the people they provide care for and relevant policy/legal and practice responses for affected family carers.

A literature search was carried out to locate literature relating to unpaid family carers who are at risk of or have experienced abuse from the people they provide care for. This also incorporated grey literature, including policy guidance and law, to determine the existing knowledge base, gaps in practice and areas that might require further research.

The findings suggest that although carer harm is serious, it is under-researched. In addition, the unique needs of unpaid family carers who are at risk of or have experienced abuse, violence and harm from the people they provide care for are subsumed in safeguarding policy/law processes and practice under the auspices of the protection of “adults at risk” rather than the protection of “carers at risk”.

It is important that those who support unpaid family carers who are at risk of abuse and harm know about their unique safeguarding needs and concerns to offer appropriate support. It is also apparent that policy and law need to address the gap in provision relating to the unique safeguarding concerns involving the abuse of unpaid family carers by the people they provide care for. This paper is based on this literature review and not on other types of research.

The paper provides insights into what is known about the abuse of unpaid family carers by the people they provide care for, and the policy/legal and practice responses to affected unpaid family carers. It contributes to the body of knowledge on carer abuse and safeguarding carers from abuse and harm.

A collection of essays by a social economist seeking to balance economics as a science of means with the values deemed necessary to man′s finding the good life and society enduring as a civilized instrumentality. Looks for authority to great men of the past and to today′s moral philosopher: man is an ethical animal. The 13 essays are: 1. Evolutionary Economics: The End of It All? which challenges the view that Darwinism destroyed belief in a universe of purpose and design; 2. Schmoller′s Political Economy: Its Psychic, Moral and Legal Foundations, which centres on the belief that time‐honoured ethical values prevail in an economy formed by ties of common sentiment, ideas, customs and laws; 3. Adam Smith by Gustav von Schmoller – Schmoller rejects Smith′s natural law and sees him as simply spreading the message of Calvinism; 4. Pierre‐Joseph Proudhon, Socialist – Karl Marx, Communist: A Comparison; 5. Marxism and the Instauration of Man, which raises the question for Marx: is the flowering of the new man in Communist society the ultimate end to the dialectical movement of history?; 6. Ethical Progress and Economic Growth in Western Civilization; 7. Ethical Principles in American Society: An Appraisal; 8. The Ugent Need for a Consensus on Moral Values, which focuses on the real dangers inherent in there being no consensus on moral values; 9. Human Resources and the Good Society – man is not to be treated as an economic resource; man′s moral and material wellbeing is the goal; 10. The Social Economist on the Modern Dilemma: Ethical Dwarfs and Nuclear Giants, which argues that it is imperative to distinguish good from evil and to act accordingly: existentialism, situation ethics and evolutionary ethics savour of nihilism; 11. Ethical Principles: The Economist′s Quandary, which is the difficulty of balancing the claims of disinterested science and of the urge to better the human condition; 12. The Role of Government in the Advancement of Cultural Values, which discusses censorship and the funding of art against the background of the US Helms Amendment; 13. Man at the Crossroads draws earlier themes together; the author makes the case for rejecting determinism and the “operant conditioning” of the Skinner school in favour of the moral progress of autonomous man through adherence to traditional ethical values.

Presents over sixty abstracts summarising the 1999 Employment Research Unit annual conference held at the University of Cardiff. Explores the multiple impacts of globalization on work and employment in contemporary organizations. Covers the human resource management implications of organizational responses to globalization. Examines the theoretical, methodological, empirical and comparative issues pertaining to competitiveness and the management of human resources, the impact of organisational strategies and international production on the workplace, the organization of labour markets, human resource development, cultural change in organisations, trade union responses, and trans‐national corporations. Cites many case studies showing how globalization has brought a lot of opportunities together with much change both to the employee and the employer. Considers the threats to existing cultures, structures and systems.

The purpose of this paper is to identify the main individual and collective strategies online communities employ to appropriate fantasy worlds and the ways in which community members use imagination within this context.

A qualitative study drawing on an ethnography of online communities including individual in‐person interviews with community members of the world is considered.

The predominance and the vital importance of the production/consumption of stories within these communities has been shown. The multiple benefits of this practice have been illustrated, including the pleasure of creating and playing with one's imagination. These benefits engender the surprise and enchantment of community members, who lavish other members with encouragement, congratulations and thanks.

Because of opting for a non‐participatory ethnography, it was impossible to directly contact the members of the community to conduct interviews. Thus a convenience sample was chosen representative of the study subject and individuals outside of these communities were questioned.

The online community allows members to collectively and playfully participate in entertainment related to the fantasy world. It appears as an imaginary organization of the (entertainment) service provider. The members of this organization can take part in value coproduction and share the benefits of an extended entertainment service that sparks their imagination and allows them to enjoy the fruits of their creations. Given the fantasy world's power to fire the imagination of fantasy lovers, the paper demonstrates that it is important for leisure and entertainment service providers to consider adding a fantasy component to their service.

The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude.

Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis is used to evaluate the hypotheses.

For these disparate samples, only the defense of the tribal brand dimension of brand tribalism influences brand pride, which in turn leads to a sequential process of brand attitude and purchase intention.

Using only smartphone data from the USA and Qatar may hinder external validity. As effect sizes in this context are understood, researchers have additional benchmarks for future brand tribalism and brand pride research.

The psychological underpinning and presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is too evident within smartphone communities. By further understanding the effect of brand tribalism on brand pride and subsequent attitudinal response and behavioral intent, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand value.

Supported by the anthropological view of brand tribalism, this paper contributes to the branding literature by examining the indirect effect of brand tribalism on purchase intention via brand pride and brand attitude. The posited model, previously untested and replicated here across two ethnically diverse samples, shows more explanatory power for defense of the tribal brand on brand pride as compared to the other brand tribalism dimensions. A novel and valid, multi-item brand pride measure is also developed.

Wonders whether companies actually have employees best interests at heart across physical, mental and spiritual spheres. Posits that most organizations ignore their workforce – not even, in many cases, describing workers as assets! Describes many studies to back up this claim in theis work based on the 2002 Employment Research Unit Annual Conference, in Cardiff, Wales.