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- Aspara, Jaakko, et al.
(författare)
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Struggles in organizational attempts to adopt new branding logics : the case of a marketizing university
- 2014
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 17:6, s. 522-552
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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.
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| 2. |
- Aspara, Jaakko, et al.
(författare)
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Why do public policy-makers ignore marketing and consumer research? A case study of policy-making for alcohol advertising
- 2017
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 20:1, s. 12-34
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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.
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