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Article
Publication date: 11 December 2019

Wilson Bastos

This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency…

Abstract

Purpose

This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency, this paper explores how each conversation instance influences happiness.

Design/methodology/approach

Four experiments use three different methodologies, namely, actual talking behavior (Study 1), recalled and mental framing interventions and measurement of the focal variables (Studies 2 and 3) and manipulation of purchase conversationality (Study 4).

Findings

Consumers derive equivalent levels of happiness from each material or experiential conversation they have. When the object is highly conversational (when it generates as much conversation as experiences do), it advances as much happiness as experiences.

Research limitations/implications

The findings inform precisely how the purchase conversationality model unfolds; clarify previous claims made in the literature; establish the direction of causal effect; and reveal a novel boundary condition of happiness superiority of experiences.

Practical implications

The findings inform marketing managers how to optimally allocate their world-of-mouth (WOM) resources to advance consumer happiness. Additionally, this work shows a mental framing strategy able to increase WOM for objects – i.e. a tool for the manager.

Originality/value

This is the first investigation to disentangle the frequency of conversation from each conversation’s ability to advance happiness. It is also the first to engage participants in an actual conversation and measure changes in their happiness, and therefore, conclusively establish the direction of the effect. Additionally, by manipulating purchase conversationality, this work demonstrates a new boundary condition associated with conversationality.

Details

European Journal of Marketing, vol. 54 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 15 May 2017

Sidney Jay Levy

This autobiography sums up the life story of one of the contributors to the history of inquiry and instruction in the field of marketing, with special attention to the…

Abstract

Purpose

This autobiography sums up the life story of one of the contributors to the history of inquiry and instruction in the field of marketing, with special attention to the historical developments that have influenced the study of consumer behavior and the concept of branding.

Design/methodology/approach

This paper is an autobiographical essay, a personal history.

Findings

The reminiscence illustrates the way life experiences evolve, showing the interaction among personal growth, education, career choices and work experience that led to Professor Levy’s contributions to the field of marketing education and its research literature.

Originality/value

The paper describes a unique life, and an unusual explication of the personal life sources of influential ideas. It is novel in its large perspective and integrative narrative, and the unusual exposure of its various conceptual issues and links. It should be of interest to marketing historians, managers and scholars of marketing education.

Details

Journal of Historical Research in Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 3 August 2012

Wilson Bastos and Sidney J. Levy

This inquiry aims to contribute to the literature on the historical developments that have influenced the origin, uses, and meanings of branding.

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Abstract

Purpose

This inquiry aims to contribute to the literature on the historical developments that have influenced the origin, uses, and meanings of branding.

Design/methodology/approach

In this qualitative work an historical methodology was followed and, according to Howell and Prevenier's guidelines, a wide variety of sources were selected of the data presented. Moreover, this study draws on three important perspectives – that of the practitioner, the scholar, and the consumer – in order to offer a thorough view of the relevant issues concerning the evolution of branding.

Findings

The investigation suggests that various forces (e.g., the media, economic developments during the Second World War, marketing research and theorizing) have enacted a comprehensive transformation in the concept of branding. First, the paper offers evidence of the link between fire/burning and the origin of branding. Second, it shows that, in its early days, branding was characterized as a phenomenon with limited applicability. Third, the paper demonstrates how that phenomenon was transformed into a multidimensional, multifunctional, and malleable entity. Last, it presents recent evidence from both business and academia that shows the current, complex status of the concept of branding.

Originality/value

The paper is novel in its large perspective and integrative narrative, and the unusual exposure of its various conceptual issues and links. It should be of interest to marketing historians, brand managers, and scholars of branding.

Details

Journal of Historical Research in Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Content available
Article
Publication date: 3 August 2012

D.G. Brian Jones

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442

Abstract

Details

Journal of Historical Research in Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 1755-750X

Content available
Article
Publication date: 11 February 2014

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136

Abstract

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Content available
Article
Publication date: 4 November 2013

D.G. Brian Jones and Mark Tadajewski

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195

Abstract

Details

Journal of Historical Research in Marketing, vol. 5 no. 4
Type: Research Article
ISSN: 1755-750X

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Book part
Publication date: 18 November 2015

Sidney J. Levy

This paper aims to trace the roots and development of Consumer Culture Theory (CCT) through the eyes of major participants in this field of study.

Abstract

Purpose

This paper aims to trace the roots and development of Consumer Culture Theory (CCT) through the eyes of major participants in this field of study.

Methodology/approach

The report is a qualitative essay based on data accumulated and integrated from several directions: the CCT literature, reminiscent versions by significant scholars, and participant/observation by the author.

Findings

The CCT conferences began in 2005, sparked by the contribution of Eric Arnould and Craig Thompson. However, earlier versions are traced through the growth of interest in the study of consumer behavior starting in ancient times and spurred by the surge of post-World War II prosperity and technological advances. The expansion of consumer studies through the Association for Consumer Research (ACR), the Journal of Consumer Research (JCR), and the Heretical Consumer Research (HCR) were precursors of CCT. Perspectives are provided by Shankar and Patterson, Mark Tadajewski, Russell Belk, Fuat Firat, and Markus Geisler, with a special emphasis on early roots by the author.

Originality/value

The paper is novel in its application of The Rashomon Effect which shows how different scholars perceive a particular historical phenomenon. It is also a useful example of the qualitative orientation of CCT culture and style in studying situations, both contemporary and historical, to gain holistic insights.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78560-323-5

Keywords

Abstract

Details

Juvenile Delinquency, Crime and Social Marginalization
Type: Book
ISBN: 978-1-78743-612-1

Content available
Book part
Publication date: 1 September 2017

Miguel Basto Pereira and Ângela Da Costa Maia

Abstract

Details

Juvenile Delinquency, Crime and Social Marginalization
Type: Book
ISBN: 978-1-78743-612-1

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Book part
Publication date: 30 June 2011

Rachel Sieder

Across Latin America, debates and practice around indigenous law provide a window on shifting relations between indigenous movements, states, and international actors. In…

Abstract

Across Latin America, debates and practice around indigenous law provide a window on shifting relations between indigenous movements, states, and international actors. In Guatemala, the practice of indigenous law is a reflection of cultural difference, a response to past and present violence, and a resource for a population denied access to justice. In the postwar period, indigenous law has become a central element of contemporary Mayan identity politics. Together with the policy shift toward state-endorsed multiculturalism, this has meant it has become a highly contested and politicized terrain. This article examines attempts by indigenous activists to “recuperate” and strengthen indigenous law – or what is now termed “Mayan law” (derecho Maya) – in Santa Cruz del Quiché, Guatemala. Analyzing the tensions between local demands, the Mayan movement, international NGOs and intergovernmental bodies, and the Guatemalan state, it reflects on what they reveal about the limits and contradictions of the multicultural model of justice promoted since the end of the armed conflict.

Details

Studies in Law, Politics, and Society
Type: Book
ISBN: 978-1-78052-080-3

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