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1 – 10 of 10Sammy Toyoki, Alexandre Schwob, Joel Hietanen and Rasmus Johnsen
This conceptual chapter explores the role of embodiment in phenomenological experience of lived time, and the implications it may hold for studying consumption.
Abstract
Purpose
This conceptual chapter explores the role of embodiment in phenomenological experience of lived time, and the implications it may hold for studying consumption.
Methodology/approach
Conceptual chapter.
Findings
We argue that though consumer research scholars have become increasingly cognizant of the embodied foundation of temporal experience, the relation between embodied experience of time and consumption activity still remains under-theorized and researched. Through a phenomenological perspective we are able to understand the consumer as temporally directed toward the world where value is realized emergently through embodiment of affordances.
Originality/value of chapter
We build an existing work in consumer research to open up a possibility for a phenomenological experience of consumption that is, to a great extent, precognitive, temporal, and based on the ability to experience lived time.
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Ezgi Merdin-Uygur, Umut Kubat and Zeynep Gürhan-Canli
Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result…
Abstract
Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.
By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.
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Gry Høngsmark Knudsen and Erika Kuever
Using the example of LEGO Friends, we investigate the discourses that develop when second-order consumers attribute moral weight to the production and marketing of toys perceived…
Abstract
Purpose
Using the example of LEGO Friends, we investigate the discourses that develop when second-order consumers attribute moral weight to the production and marketing of toys perceived to sharpen and enforce gender norms.
Methodology/approach
We analyze reactions to LEGO Friends through a discourse analysis of online data collected from English-language blogs and news sites. The data is coded iteratively within the two primary categories of gender and the market.
Findings
We argue that children’s toys have reemerged as a moral battlefield where consumers stake out positions on the feminization and sexualization of young girls, forcing companies to take strong ideological stances while competing for market share. We show that in the debate over LEGO Friends, consumers’ discursive constructions of moral play were embedded in a heteronormative middle-class ideal that discourages expressions of stereotypical femininity.
Research limitations/implications
Our data is limited to a number of online forums blogs and web sites. We do not claim to have exhaustively catalogued the reactions to LEGO Friends, but merely to have explored discursive positions staked by consumers in the unfolding debate.
Practical/social implications
This research shows that companies can benefit from addressing second-order consumers’ negotiations of brand meanings in their marketing research and campaigns, and thus avoid becoming the next target of a moral panic.
Originality/value
Our paper addresses brand meaning negotiations by second-order consumers, in this case buyers of children’s toys.
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Thomas Derek Robinson and Jessica Andrea Chelekis
This conceptual paper diagnoses the fundamental tensions between the social temporality of sustainability and the individual temporality of marketing in the Dominant Social…
Abstract
Purpose
This conceptual paper diagnoses the fundamental tensions between the social temporality of sustainability and the individual temporality of marketing in the Dominant Social Paradigm. We propose the notion of ‘existentialized sustainability’ as a possible way forward.
Methodology/approach
We take the Heideggerian perspective that death may bring individual and societal time into a common framework. From here, we compare anthropological and consumer culture research on funerary rites in non-modern societies with contemporary societies of the DSP.
Findings
Funerary rites reveal important insights into how individuals relate to their respective societies. Individuals are viewed as important contributors to the maintenance and regeneration of the group in non-modern societies. In contrast, funerary rites for individuals in the DSP are private, increasingly informal, and unconnected to sustaining society at large. This analysis reveals clear parallels between the goals of sustainability and the values of non-modern funerary rites.
Social implications
We propose the metaphor of a funerary rite for sustainability to promote consciousness towards societal futures. The idea is to improve ‘quality of death’ through sustainability – in other words, the ‘existentialization of sustainability’. This opens up a possible strategy for marketers to actively contribute to a societal shift towards a New Environmental Paradigm (NEP).
Originality/value
The Heideggerian approach is a novel way to identify and reconcile the epistemic contradictions between sustainability and marketing. This diagnosis suggests a way in which marketing can address the wicked problem of global sustainability challenges, perhaps allowing a new spirituality in consumption.
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Organisations bear a graver responsibility than they regularly realise. This chapter expands the foregoing sentence through a reflection on what the other chapters have said  
Abstract
Organisations bear a graver responsibility than they regularly realise. This chapter expands the foregoing sentence through a reflection on what the other chapters have said – that marketers' responsibility should go beyond the sale of a product and should include the consciousness of the social and environmental consequences of the product and that responsibility should start with strategy and accompany the product or service from ideation to commercialisation. The messages going out from the company about its sustainability initiatives must also be ethical. The chapter also presents the book chapters' practical value for teaching, research and consultancy as well as for business application and policy making or policy advocacy. Finally, the chapter calls for generally acceptable standards to measure product greenness and for more self-regulation especially in less regulated regions. The overall message is that, through the marketing function, managers can and must orient the firm's internal dynamics towards embracing both business goals and the common good by taking all stakeholders into consideration and creating value to be shared by all.
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MengQi (Annie) Ding and Avi Goldfarb
This article reviews the quantitative marketing literature on artificial intelligence (AI) through an economics lens. We apply the framework in Prediction Machines: The Simple…
Abstract
This article reviews the quantitative marketing literature on artificial intelligence (AI) through an economics lens. We apply the framework in Prediction Machines: The Simple Economics of Artificial Intelligence to systematically categorize 96 research papers on AI in marketing academia into five levels of impact, which are prediction, decision, tool, strategy, and society. For each paper, we further identify each individual component of a task, the research question, the AI model used, and the broad decision type. Overall, we find there are fewer marketing papers focusing on strategy and society, and accordingly, we discuss future research opportunities in those areas.
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