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  • Aspara, Jaakko, et al. (författare)
  • Struggles in organizational attempts to adopt new branding logics : the case of a marketizing university
  • 2014
  • Ingår i: Consumption, markets & culture. - 1025-3866 .- 1477-223X. ; 17:6, s. 522-552
  • Tidskriftsartikel (refereegranskat)abstract
    • Recent research underlines that strong branded identities are created through co-creational processes in which multiple stakeholders are actively involved and brand identities are matched with cultural, political, and economic forces in society. However, there is a lack of in-depth research into how organizations attempt to adopt new branding logics. To address this research gap, we conduct a study of a university that is rebranding itself in accordance with a new market-oriented, service-dominant logic. While harmonic value co-creation between the brand and stakeholders is emphasized in an earlier literature, our study shows that attempts to adopt these logics trigger contradictory and adversarial interpretations among stakeholders about the role and identity of the focal actor vis-à-vis their own. We conclude that adopting new branding logics involves struggles and dynamics of power and resistance, which have passed unnoticed in earlier research. Resistance is not only targeted toward the brand's symbolic meanings and conducted by marginal consumer groups to enhance their own identities. Rather, it can also be targeted toward the tangible resource roles that stakeholders are expected to assume vis-à-vis the brand, and conducted by various stakeholder resistors – with the outcome of undermining and shifting the essence of the brand itself.
  • Aspara, Jaakko, et al. (författare)
  • Why do public policy-makers ignore marketing and consumer research? A case study of policy-making for alcohol advertising
  • 2017
  • Ingår i: Consumption, markets & culture. - 1025-3866 .- 1477-223X. ; 20:1, s. 12-34
  • Tidskriftsartikel (refereegranskat)abstract
    • Public policy-makers have been noted to sometimes ignore marketing/consumer research, even when the policy issue clearly pertains to consumption markets. We embark to identify factors that may explain policy-makers' limited attention to marketing/consumer research, especially in cases related to consumer affairs that may have public health implications. Empirically, we focus on policy-making around the advertising of alcohol products. Having been involved in this policy-making process in Finland, we elucidate the case through an introspective narrative. We find that the factors explaining policy-makers' limited attention to marketing/consumer research range from the decision-making characteristics of policy-makers, through inconsistent definitions for key terminology, to the fear of over-generalizing certain theories of marketing/consumer research. Regarding the latter, a key issue in the present case was that public policy-makers were unconvinced about the generic marketing theory stating that in mature markets, advertising will not increase the total consumption demand of a product category.
  • Brembeck, Helene, 1952, et al. (författare)
  • Moving consumption
  • 2014
  • Ingår i: Consumption, markets & culture. - 1025-3866 .- 1477-223X. ; 18:1, s. 1-9
  • Tidskriftsartikel (refereegranskat)abstract
    • Ultimately, the papers published in this special issue have at least three general implications. First, they show that market moves, be they the moves of consumers or the moves of goods, are part of larger political issues: economic asymmetries at the world level (Birtchnell and Urry), environmental costs of globalization (D'Antone and Spencer), sustainability and liveability issues associated with local consumer logistics (Hansson) or nomad elites (Figueiredo). Second, moving consumption underlines the importance of container technologies, be they large supply side (Birtchnell and Urry) or small demand side containers (Hansson). They also highlight the transformative role of more sophisticated devices that are aimed at assisting consumers in their moves, such as music players (Dholakia et al.), syncing tools (Figuereido) and heart rate monitors (Pantzar and Ruckenstein), along with many more consumer choice equipment, such as smartphone consumer apps, big data, geolocalization devices and so on, which all shift e-shopping from desktop to mobile consumption. Third, these transformations have theoretical and methodological implications. Theoretically, the more people move, the more they are equipped, and the more the entities we study shift from isolated fixed consumers to webs of mutable moving networks and practices. In order to account for such hybrid entities, there is a need for hybridizing the views of consumer research (Dholakia et al., Figuereido) with approaches such as the new mobility paradigm (Birtchnell and Urry), the theory of practice (Pantzar and Ruckenstein) and actor-network theory (D'Antone and Spencer; Hansson). These approaches give additional means to address such mobile, composite and malleable objects; they also develop related methodological approaches, such as go-alongs, video-assisted observation (Hansson) or the secondary analysis of recorded consumer traces (Pantzar and Ruckenstein).
  • Brown, Barry, et al. (författare)
  • Word of mouth : products, conversations and consumption
  • 2014
  • Ingår i: Consumption, markets & culture. - 1025-3866 .- 1477-223X. ; 17:1, s. 29-49
  • Tidskriftsartikel (refereegranskat)abstract
    • While there is a rich collection of studies of consumption and identity, the role of buying practices in ordinary conversations has been largely neglected. Minor items and major purchases regularly play a key role in furnishing our talk with topics, news, jokes and formulations of what kind of people we are. This paper unpacks the idea of post-purchase conversations contained within the common phrase “word of mouth.” What happens when products are examined in ordinary talk is pursued through the close analysis of a series of conversations around a significant purchase (a mountain bike). Drawing on the work of Harvey Sacks, and conversation analysis more broadly, this paper documents how products as a topic provide not only resources for small talk, but also an opportunity to consider our identity and its transformation. In conclusion, this paper argues that the knowledge and experience that circulate outside of the actual marketplace or point of purchase are part of a domain of economics as ordinary practice.
  • Denny, Iain (författare)
  • The sneaker : marketplace icon
  • 2020
  • Ingår i: Consumption, markets & culture. - 1025-3866 .- 1477-223X.
  • Tidskriftsartikel (refereegranskat)abstract
    • The sneaker is a near disposable foot cover and a precious cultural artefact. It is a platform for some of the most recognizable brands in the world to showcase new technology and a vessel for nostalgia. It is an afterthought we slip on as we shuffle to the bodega on a Sunday morning and an all-consuming subcultural obsession. One can even use it to play sports. Footwear has long served as a means to communicate social status, virility, sexuality, and many other qualities, but how did such an ostensibly practical, prosaic, and ubiquitous item of clothing come to be such a remarkable and versatile icon of contemporary consumer culture? This article attempts to shed light on the actors and practices that have influenced the development of the cultural meanings we have come to associate with the sports shoe.
  • Dymek, Mikolaj, 1978- (författare)
  • Expanding the magic circle – gamification as a marketplace icon
  • 2018
  • Ingår i: Consumption, markets & culture. - : Routledge. - 1025-3866 .- 1477-223X. ; :6, s. 590-602
  • Tidskriftsartikel (refereegranskat)abstract
    • This article explores the gamification trend sweeping the globe promising increased engagement and motivation, in practically any industry, context and culture, based on a stratagem of “game design elements in non-game contexts,” which is its most quoted definition [Deterding, Sebastian, Miguel Sicart, Lennart Nacke, Kenton O'Hara, and Dan Dixon. 2011. “Gamification – Using Game-Design Elements in Non-Gaming Contexts.” Paper presented at the CHI EA “11 proceedings of the 2011 annual conference extended abstracts on Human Factors in Computing Systems, Vancouver, BC, May 7–12.]. The rise of gamification as marketplace icon is examined and particularly claims that position gamification as the manifestation of a wider societal transformation into playful societies – a “ludic turn.” Many of these grandiose statements are the result of ahistoricity and ambiguity regarding the definition of gamification. Based on game philosophy, game studies and gamification research this article posits gamification as an emergent perspective, as distinct conceptualisation, on the rule-driven organisation of sociotechnical management systems that reference “games.” Of particular importance is the role of rules. Examples such as Frequent Flyer Programmes and Foursquare are analysed according to the player/consumer positions they bestow, which are explored from participatory, co-creational, critical and game philosophical perspectives. Conclusively, a “gameful” perspective of rule-generated goal-oriented behaviour, or “playful” perspective of instinctive and limitless fun, shed two challenging perspectives on the interpretation of gamification in the marketplace.
  • Fuentes, Christian, 1978, et al. (författare)
  • Agencing ethical consumers: smartphone apps and the socio-material reconfiguration of everyday life
  • 2019
  • Ingår i: Consumption Markets and Culture. - : Taylor & Francis. - 1025-3866 .- 1477-223X. ; 22:2, s. 131-156
  • Tidskriftsartikel (refereegranskat)abstract
    • © 2018 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group The aim of this paper is to describe and explain how smartphone apps, designed to assist consumers in making informed ethical choices and greening their everyday practices, enable and shape ethical consumption. Taking a socio-material approach and drawing on an ethnographic study of three ethical consumption apps – the Green guide, the Fair trade app and Shopgun – the paper shows that these digital devices are scripted to hybridize with consumers and facilitate key ethical consumer actions. When consumers follow the scripts of these apps, using them in everyday practices, the apps put pressure on consumers to act “ethically” by problematizing consumption in various ways while also, and simultaneously, endowing them with the agential capacities required to solve these problems. Consequently, these devices both motivate consumers and enable ethical consumption, producing, under the right conditions, capable and self-reflexive ethical consumer hybrids.
  • Fuentes, Maria, et al. (författare)
  • Best for baby? Framing weaning practice and motherhood in web-mediated marketing.
  • 2017
  • Ingår i: Consumption, markets & culture. - : Taylor & Francis. - 1025-3866 .- 1477-223X. ; 20:2, s. 153-175
  • Tidskriftsartikel (refereegranskat)abstract
    • The aim is to illustrate how web marketing frame commercial baby food as a value-adding part of weaning practice and discuss how various ways of framing relate to contemporary mothering ideals. Drawing on “practice” and “frame analysis,” we illustrate how four baby food producers’ web marketing frame commercial baby food and weaning as “medical,” “fun” or “convenient.” The analysis shows that the web material offers a range of images and ideals that could function as discursive resources in mothers’ everyday feeding practices, while at the same time providing a good fit with several, rather than one specific mothering ideal. Besides adding to our knowledge on mothering this work illustrates the role that marketing play in configuring consumer practices. As a form of representation of consumer practice marketing involves a range of images offering discursive resources and supports consumers in negotiating actual and ideal practices linked to cultural ideals on consumption.
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