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Article
Publication date: 12 September 2017

Jonathan E. Schroeder

The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives…

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Abstract

Purpose

The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives and critical perspectives. This typology helps organise and synthesise the growing interdisciplinary literature on brands and branding, and sheds light on the various ways corporate brands work.

Design/methodology/approach

A brief synthetic review of branding is offered, along with contemporary examples of emerging aspects of the four branding perspectives.

Findings

The four perspectives demonstrate the growing interdisciplinary interest in brands. They also signal a move away from a focus on the brand-consumer dyad, towards broader social cultural and theoretical concerns. Studies that extend brand research into cultural and historical realms may provide an essential bridge between our understandings, on the one hand, of value residing within the product or producer intention, and on the other, value created by individual consumers or brand communities.

Research limitations/implications

The insights from this review may shed light on a number of branding research areas, including studies on corporate marketing, cultural heritage brands and strategic brand communication.

Practical implications

The paper illustrates how complex branding has become and offers conceptual tools to think about and guide branding from multiple points of view.

Originality/value

This paper provides a selective overview of important recent developments in corporate marketing and brand research over as well as a look at visual aspects of four perspectives of branding as a complement to corporate branding research. The typology of brand perspectives helps organise and illuminate a burgeoning brand literature, and provides an interdisciplinary framework for understanding brands.

Details

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

Keywords

Article
Publication date: 12 September 2016

Richard Kedzior, Douglas E. Allen and Jonathan Schroeder

The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship.

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Abstract

Purpose

The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship.

Design/methodology/approach

The significance of the topic is reviewed and themes related to the selfie phenomenon and marketplace issues are discussed in connection with extant research. The contributions of each paper are briefly highlighted and discussed.

Findings

Although the selfie is a relatively new phenomenon, both marketing practice and scholarship have noticed its prominence in consumer lives and potential for generating marketplace insights. Despite its frequently presumed triviality, the selfie is a multifaceted phenomenon of significance to key marketing areas such as branding, consumer behavior or market research. Possible avenues for future research are outlined.

Originality/value

Key issues relating to research into the selfie phenomenon for marketing scholars are illuminated.

Details

European Journal of Marketing, vol. 50 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 October 1942

F.R. Shanley

THE main object of this paper is to help bridge the gap that exists between the scientific knowledge of materials and the practical application of that knowledge to the production…

Abstract

THE main object of this paper is to help bridge the gap that exists between the scientific knowledge of materials and the practical application of that knowledge to the production technique of sheet‐metal forming. During the past year the Production Research Group of Lockheed's engineering department has given special attention to this important problem and has worked closely with the production departments in an effort to put sheet‐metal forming on a scientific basis. The following discussion is based largely on the work of the Production Research Group, as reported in various references and in papers yet to be published. Mr. William Schroeder and Mr. G. A. Brewer of this group have been particularly helpful to the author in the preparation and editing of the technical material. Because of the scope of the present paper, detailed discussion and analysis of new developments cannot be undertaken; however, such information will be made available as soon as possible in the form of individual papers by those directly responsible for the work.

Details

Aircraft Engineering and Aerospace Technology, vol. 14 no. 10
Type: Research Article
ISSN: 0002-2667

Article
Publication date: 1 December 1943

William Schroeder and Thomas H. Hazlett

THE modern aeroplane is constructed largely from sheet metal. As such, the most important production problems are those of sheet metal forming, and assembling. Production is here…

Abstract

THE modern aeroplane is constructed largely from sheet metal. As such, the most important production problems are those of sheet metal forming, and assembling. Production is here considered as not only the act of forming and assembling the required number of parts, but also the making of forming tools, and all processing of parts such as heat‐treating. Only that phase of the above concept of production which deals with the tooling for production and the forming and heat‐treating will be considered here. The design of the aircraft parts will also be discussed somewhat, for it is obvious that the design of the part (designed shape and materials used) frequently determines whether the part can or cannot be readily made.

Details

Aircraft Engineering and Aerospace Technology, vol. 15 no. 12
Type: Research Article
ISSN: 0002-2667

Article
Publication date: 1 May 1998

John Goodier

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Abstract

Details

Reference Reviews, vol. 12 no. 5
Type: Research Article
ISSN: 0950-4125

Keywords

Article
Publication date: 1 October 1948

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Council, Reports and Technical Notes of the United States National…

Abstract

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Council, Reports and Technical Notes of the United States National Advisory Committee for Aeronautics and publications of other similar Research Bodies as issued

Details

Aircraft Engineering and Aerospace Technology, vol. 20 no. 10
Type: Research Article
ISSN: 0002-2667

Article
Publication date: 1 February 1980

SANDRA CLINGAN

The U.S. Congress has been struggling to create a comprehensive energy program. A key component of the present attempt, recommended by President Carter, is a synthetic fuel…

Abstract

The U.S. Congress has been struggling to create a comprehensive energy program. A key component of the present attempt, recommended by President Carter, is a synthetic fuel program. In July of 1979, the President asked for an $88 billion “crash program” to encourage development of synthetic fuels. To date, a three month struggle to reach a consensus between House and Senate conferees has brought only limited results. Compromise is emerging in the form of a proposal for a “synthetic fuels corporation.” The body would have the authority to disperse $20 billion in the form of federal loan guarantees and purchase agreements with more money to become available later.

Details

Studies in Economics and Finance, vol. 4 no. 2
Type: Research Article
ISSN: 1086-7376

Article
Publication date: 24 May 2018

Terrence H. Witkowski

This paper aims to present a visually documented brand history of Winchester Repeating Arms through a cultural analysis of iconic Western images featuring its lever action rifles.

Abstract

Purpose

This paper aims to present a visually documented brand history of Winchester Repeating Arms through a cultural analysis of iconic Western images featuring its lever action rifles.

Design/methodology/approach

The study applies visual culture perspectives and methods to the research and writing of brand history. Iconic Western images featuring Winchester rifles have been selected, examined, and used as points of departure for gathering and interpreting additional data about the brand. The primary sources consist chiefly of photographs from the nineteenth century and films and television shows from the twentieth century. Most visual source materials were obtained from the US Library of Congress, the Smithsonian Institution, the Buffalo Bill Center of the West and the Internet Movie Firearms Database. These have been augmented by written sources.

Findings

Within a few years of the launch of the Winchester brand in 1866, visual images outside company control associated its repeating rifles with the settlement of the American West and with the colorful people involved. Some of these images were reproduced in books and others sold to consumers in the form of cartes de visite, cabinet cards and stereographs made from albumen prints. Starting in the 1880s, the live Wild West shows of William F. Cody and his stars entertained audiences with a heroic narrative of the period that included numerous Winchesters. During the twentieth century and into the present, Winchesters have been featured in motion pictures and television series with Western themes.

Research limitations/implications

Historical research is an ongoing process. The discovery of new primary data, both written and visual, may lead to a revised interpretation of the selected images.

Originality/value

Based largely on images as primary data sources, this study approaches brand history from the perspective of visual culture theory and data. The research shows how brands acquire meaning not just from the companies that own them but also from consumers, the media and other producers of popular culture.

Details

Journal of Historical Research in Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 28 October 2019

James A. Busser and Lenna V. Shulga

The purpose of this paper is to introduce and test customer perceptions of four types of value co-creation (VCC), explore VCC a priori condition of relatedness, operationalized as…

Abstract

Purpose

The purpose of this paper is to introduce and test customer perceptions of four types of value co-creation (VCC), explore VCC a priori condition of relatedness, operationalized as commercial friendship, examine customer voluntary participation in VCC through initiation (customer vs company), and the influence of these factors on relational outcomes of VCC: satisfaction, loyalty and trust.

Design/methodology/approach

A scenario-based 2×2×4 experimental design was set in a destination resort context: weak vs strong commercial friendship, customer vs company co-creation initiation and four types of VCC. The 248 resort guests were equally and randomly assigned to experimental conditions. Multivariate analysis of variance and repeated measures analysis of variance was utilized.

Findings

Results demonstrated that customers perceived VCC processes differently. Co-creation of experience and co-recovery outcomes had significantly higher relational outcomes when compared to co-creation of marketing and co-innovation. Experiencing stronger commercial friendship, as customer–company relatedness and being invited to co-create resulted in stronger customer relational outcomes.

Originality/value

The core theoretical contribution of this study is the comparative analysis of customer perceptions of four distinctly different types of VCC: co-innovation, co-creation of experience, co-creation of marketing and co-recovery. A priori conditions of relatedness and co-creation initiation were established as antecedents of VCC processes among customers and service providers. When a service provider initiates VCC, it can positively affect customers’ relational outcomes of satisfaction, loyalty and trust.

Details

Journal of Service Theory and Practice, vol. 29 no. 4
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 27 May 2014

Marcin J. Schroeder

The purpose of this paper is to demonstrate that sufficiently general concept of information encompassing multi-disciplinary scientific conceptualizations of this term can be…

Abstract

Purpose

The purpose of this paper is to demonstrate that sufficiently general concept of information encompassing multi-disciplinary scientific conceptualizations of this term can be useful for a discussion of the long standing philosophical problems.

Design/methodology/approach

The author is using his concepts of information and its integration along with their mathematical formalization introduced in earlier publications to describe what constitutes an object, its identity and state. The concept of information used here is defined in terms of the categorical opposition of the one-and-many which plays a central role in philosophical tradition. Its formalization is closely related to formalisms of many theories involved in scientific disciplines. These features produce a common stage for philosophical discourse and scientific analysis.

Findings

The formalism based on author's concept of information opens philosophical concepts such as object, identity and state to analysis consistent with scientific methodology. The analysis, consistent with modern physical theories, such as quantum mechanics, permits resolution paradoxal aspects of object's identity for long time puzzling philosophers.

Originality/value

The approach to information applied here was introduced in earlier publications, but the analysis of the problems of identity in this context is novel and unprecedented. The author hopes, that even those who prefer different conceptualizations of information can benefit from the present exposition of author's analysis by considering it an example of bridging philosophical and scientific discourse.

1 – 10 of 239