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Journal of Historical Research in Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1755-750X

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Article

Kerrie Bridson, Jody Evans, Rohit Varman, Michael Volkov and Sean McDonald

This study aims to illuminate the way in which consumers question the authenticity and worth of musicians, leading to a classification of selling out. The authors…

Abstract

Purpose

This study aims to illuminate the way in which consumers question the authenticity and worth of musicians, leading to a classification of selling out. The authors contribute to the debate on authenticity by attending to the question of worth that is under-examined in existing literature, by drawing upon French pragmatic sociology with specific attention to convention theory to understand conflicting interpretations of worth.

Design/methodology/approach

The considerations music fans go through navigating whether artists are selling out and the loss of worth were explored through 22 semi-structured interviews, complemented by focus group discussions (20 participants) and analysis of an online video blog.

Findings

The study identified three key themes: “Authenticity and Worth in the Inspired World”, “Selling Out as Loss of Worth” and “Signifiers of Selling Out”.

Practical implication

The emergent themes enable us to understand the worth that consumers place on musical artists, and the clash between the ideologies of the market world and the inspired world. The ideas regarding selling out and the signifiers may apply to other consumption experiences where the clash between the inspired and the market worlds exists and the conflicting ethos of each can lead to a loss of worth and selling out.

Originality/value

In this research, the authors examine situations in which consumers stigmatise as “sell outs”, artists who are marketised under the influence of capitalist social relations of production. As a result, these artists lose their authenticity and worth in the eyes of consumers. In doing so, this research contributes to the debate on authenticity by attending to the question of worth that is under-examined in existing literature.

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European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Bhupesh Manoharan and Rohit Varman

Purpose: This paper examines beef consumption practices in two villages of Tamil Nadu, India. It inquires into how the upper castes create spatial boundaries to separate…

Abstract

Purpose: This paper examines beef consumption practices in two villages of Tamil Nadu, India. It inquires into how the upper castes create spatial boundaries to separate the inside from the outside in their consumption of beef.

Methodology: The research was carried out in two villages of Kariacheri and Pudupattinam located in the Kanchipuram district of Tamil Nadu, India. We conducted 70 in-depth interviews, and observed beef buying and consumption practices.

Findings: The research shows how the upper castes separate the inside from the outside and surreptitiously consume beef. Dalits or untouchables are unable to create such separations, and as a result are stigmatized and ostracized. Moreover, the distinction between the inside and the outside is not fixed but is in a state of transition.

Originality and value: This study offers insights into how stigma is defined by spatial boundaries. These insights help to understand purity, pollution, and stigma in consumption practices as ongoing processes that are often created to justify social divisions and discriminatory practices.

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Consumer Culture Theory
Type: Book
ISBN: 978-1-78743-907-8

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Article

Rohit Varman and Hari Sreekumar

The paper aims to argue, while examining the history of marketing theory in India, that the discipline is ahistorical, serves large business interests and is shaped by…

Abstract

Purpose

The paper aims to argue, while examining the history of marketing theory in India, that the discipline is ahistorical, serves large business interests and is shaped by hegemonic Western knowledge.

Design/methodology/approach

The primary sources of data were the marketing doctoral dissertations, working papers, teaching material and research publications produced in the top management schools in India from the 1960s up to the present period.

Findings

The historical review reveals that the marketing theory in India is characterized by dependence on the West and elision of the country’s rich business history. It further shows that the discipline in India focuses on research problems and issues which are more appropriate to a Western context, and remains detached from local realities. Moreover, the discipline is characterized by a narrow managerial orientation.

Research limitations/implications

Findings from the paper will be of value to researchers who wish to understand the Indian marketing thought.

Practical implications

Findings from the paper will be of value to academics and policy makers who wish to create more independent and contextually informed and sensitive management programs.

Social implications

The paper reveals the extent to which the education and institutions in India are influenced by the West, and aims to motivate academics and policy makers to understand local knowledge and ways of knowing.

Originality/value

The main contribution of this paper is to show that the marketing discipline in India has been ahistorical and is shaped by hegemonic Western knowledge.

Details

Journal of Historical Research in Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 1755-750X

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Abstract

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78743-907-8

To view the access options for this content please click here
Article

Ravi Parameswaran and Krishna Parameswaran

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

Abstract

Purpose

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

Design/methodology/approach

A search of key terms in databases such as Google Scholar and ABI-INFORM indicated there was limited data in the public domain on the subject and that the information gleaned was not adequate to trace the birth of the market research practice in India. As there was very little recorded history, the researchers decided to initiate a recording of the history using the available literature, on the reminiscences of the authors and, to a limited extent, contemporaries of the pioneers in the field.

Findings

The origins of market research in India can be traced to its supporting role in gauging the efficacy of advertising. Examination of the history of advertising leads to the conclusion that marketing research arrived in India in the decade of the 1950s, initiated by Burmah-Shell’s needs for market research. S. H. Benson (London) Ltd was selected to undertake the pioneering market research that led to the birth of Indian Market Research Service, headed by Krishnaier Parameswaran. Marketing research in India presented numerous challenges (that were overcome) because the operating environment was very different than in advanced countries.

Research limitations/implications

Because of the paucity of information in the literature, this investigation as per the authors’ knowledge represents the first attempt to record the birth and early history of marketing research in India. The recording of history is limited by the fact that many of the early pioneers and collaborators are no longer alive and because of the difficulty in retrieving archival mostly proprietary information.

Originality/value

In determining the future of a practice, it is important to know the history of the practice. It helps determine whether history proceeds in a random manner or whether it proceeds following some discernable patterns. In an area that has been ahistorical, this research identifies the origins of the practice. It is hoped that other researchers build upon this construction of the early history of marketing research in India based on their experiences and knowledge of the pioneering companies and practitioners and using sound historiographical tenets.

Details

Journal of Historical Research in Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Content available

Abstract

Details

Journal of Historical Research in Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 1755-750X

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