Search results

As an Indigenous researcher, I have had many experiences with contemplating and negotiating access among Indigenous populations. Having Indigenous heritage does not provide automatic access to Indigenous people and communities for research. Instead, my role as both insider and outsider complicates the research process. This chapter first offers an historical framework for research issues of access, privacy, and intrusion among Indigenous communities, and then I discuss how Indigenous researchers are redefining the research process and its benefits for their own communities, including how one university academic department in Native American Studies is teaching issues of and methods for Indigenous research.

Sabar holds the Joanne and Haime Constantiner Chair for Jewish Education at Tel Aviv University. Her fields of specialization are Jewish education, curriculum development and qualitative research methods and in particular its ethical aspects. Prof. Sabar is the recipient of the “Tel Aviv award” for research in Education for the year 2005.

This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers.

A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands.

Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign.

Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment.

This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation.

To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.

Purpose – This chapter discusses youth participation in a Social Justice Literacy Workshop (SJLW). Participants were predominantly Black youth residing in an urban community with a rich history and important community resources such as libraries and churches. The SJLW used a variety of print texts, videos, artwork, documents, and other texts to explore the topic of police brutality and other justice-related topics.

Design/Methodology/Approach – This chapter uses the gradual release of responsibility (GRR) model as a lens to revisit the SJLW as designed and implemented by the first author Tiffany Nyachae. Nyachae designed and implemented the SJLW as space to inspire students to engage in critical thinking and analysis of authentic texts, and to use these textual interactions as an impetus for activism in their community. With the help of her co-authors, Nyachae reflects on the SJLW through a GRR lens to describe how students were scaffolded and supported as they moved toward activism.

Findings – Students brought their own understandings of police brutality and awareness of activism to the SJLW. These prior understandings were shaped both by their own lived experiences but also by their awareness of and interaction with social media. During the SJLW, youth read and discussed the novels All American Boys by Jason Reynolds and Brendan Kiely (2015) and Hush by Jacqueline Woodson (2002). The youth engaged in activities and discussions about how prevalent issues in each novel connected to larger social and political concerns. Students discussed the current events, engaged in reflective writing, read short pieces, and analyzed documents and videos. The SJLW was successful in such a way that all students felt comfortable voicing their opinions, even when opinions differed from their peers. Students demonstrated critical thinking about issues related to justice. All students completed an action plan to address injustice in their community. While applying the GRR to this context and reflecting, first author Nyachae began to consider the other scaffolds for youth that could have been included, particularly one youth, JaQuan, who was skeptical about what his community had done to support him. Nyachae revisits the SJLW to consider how the GRR helped to reveal the need for additional scaffolding that JaQuan or other youth may have needed from leaders in the SJLW. A literature review also revealed that very few literacy practices have brought together the GRR and social justice teaching or learning.

Research Limitations/Implications – This chapter demonstrates that the GRR framework can be effectively applied to a justice-centered teaching and learning context as a reflective tool. Since very little research exists on using the GRR framework with justice-centered teaching, there is a need for additional research in this area as the GRR model offers many affordances for researchers and teachers. There is also a need for literacy researchers to consider elements of justice even when applying the GRR framework to any classroom or out-of-school context with children and youth.

Practical Implications – The GRR can be a useful tool for reflecting the practices of literacy and justice-centered teaching. Just as the GRR can be a useful framework to help teachers think about teaching reading comprehension, it can be an effective tool to help teachers think about supporting students to grow from awareness to activism in justice-centered teaching and learning.

Originality/Value of Paper – This chapter is one of only a handful of published works that brings together a social justice perspective with the GRR.

This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception. Although a substantive marketing literature on self-congruity currently exists, there is a lack of an integrated framework, a gap that the current work addresses.

A paper and pencil survey was conducted among female subjects only, and structural path relationships were tested using AMOS.

Consumers’ self-congruity with a luxury brand (non-luxury brand) is positively (negatively) influenced by its antecedents: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to enhance (undermine) consumers’ self-perceptions. This, in turn, is found to have a stronger (weaker) positive impact on consumers’ motivation to re-use a shopping bag from luxury brand (non-luxury brand) for hedonic purpose. Mediation analyses show that self-congruity has a positive (negative) indirect effect on hedonic use via self-perception for luxury (non-luxury) brand.

Future studies may involve actual shoppers, causal design and additional variables like “utilitarian usage “of shopping bags to extend the proposed framework.

A better understanding of the findings has implications for brand positioning, advertising and packaging.

Till date, no research has examined a parsimonious model for self-congruity complete with its antecedents and consequences and tested it in the context of a luxury versus non-luxury brand.

Despite the well-established branding literature, how a brand is connected to individual, market and societal/ideological levels are largely unknown. Grounded in the belief in a just world (BJW) theory, the purpose of this study is to investigate the effects of brand positioning status (BPS) on the support of certain brands (financially and non-financially) and examine the moderating roles of brand ideology and protestant work ethic (PWE).

In Study 1, a 2 (BPS: topdog vs underdog) × 2 (brand ideology: universalism vs power) between-subjects experimental design is conducted on overall brand support, purchase intention and word-of-mouth. To build upon the findings, Study 2 explores the three-way interaction effects on the same dependent variables by using a 2 (BPS: topdog vs underdog) × 2 (ideology: universalism vs power) × 2 (PWE: high vs low) quasi-experimental between-subjects design study.

The results of these studies reveal that customers have a strong intention to support the brands with universalism values, regardless of BPS, as power imbalance in the marketplace is not as salient. When a brand conveys the power ideology, the BPS greatly matters in earning customers’ support. This tendency, however, is varied among customers based on their level of PWE. This is because customers’ justification and evaluation on capitalism differs and their views toward market competitions between topdogs and underdogs are influenced by the personal worldviews.

The findings build upon belief in a just world theory and branding literature and discuss the importance of considering the BPS and the ideology a brand conveys in the marketplace, as the meanings and messages could be perceived differently based on what kind of work ethic one possesses and supports.

The purpose of this paper is to examine the effectiveness of brand experiences on visitors’ memory formation and their revisit intention to a special event.

This study collected survey data from the Great New England Air Show to examine the soundness of the proposed theoretical model. Data were analyzed with partial least squares–structural equation modeling.

The results indicate an individual’s brand experience in the context of a special event can assist him/her in becoming more involved and finding meaningfulness in the experience, and form greater readiness to store memory of the event. Memory formation triggered by brand experience can help event practitioners anticipate positive behaviors of visitors after the experience.

The results suggest that event marketing managers and decision makers should create strong brand experiences focused on a mix of sensory, affective, intellectual and behavioral messages linked to the larger brand knowledge and memory formation.

The development of a theoretical model explaining brand experience with the purpose of explaining the internalization of brand experience in memory formation was documented and the study validated the brand experience concept in a non-monetary setting.