Benjamin Rosenthal and Eliane Pereira Zamith Brito
The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.
Abstract
Purpose
The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.
Design/methodology/approach
A case study methodology was applied. Brand posts in the form of text, pictures, videos and fan comments of three brand pages – Nike Run, Mizuno and Jack Daniel’s – were collected and analyzed in a netnographic manner. Seven influential fans of the Nike Run brand page, who were identified in the data, and one marketing manager of each brand were interviewed.
Findings
This paper shows how brand meanings are orchestrated by brand managers and co-created through a process in which the brand leads the dialog through several types of brand actions. It also shows how fans engage in this dialog through multiple forms of reactions. A brand page’s content should be curated by its manager based on the role of the content on fans’ lives and their potential reactions and not merely on the meanings that the brand desires to communicate.
Research limitations/implications
This paper proposes a conceptual framework for understanding brand meaning co-creation at the micro-level of brand-fans daily interactions. Nevertheless, this study analyzed only three brand pages in two product categories – alcoholic beverages and running. Therefore, the authors do not claim that one can extrapolate from their findings.
Practical implications
The brand meaning co-creation process that is identified here provides a useful frame of reference for brand managers who seek to understand how they can best influence fans to co-create brand meanings in directions that benefit their companies.
Originality/value
This paper evolves with the co-creation of brand meanings literature by proposing a framework of brand meaning co-creation on Facebook. This framework can help brand managers to fine tune their content strategy in social media.
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Benjamin Rosenthal and Flavia Cardoso
This paper discusses whether subcultural activism can play a role in the delegitimation of mainstream markets.
Abstract
Purpose
This paper discusses whether subcultural activism can play a role in the delegitimation of mainstream markets.
Methodology/approach
The authors conducted a content analysis of press articles on the subject using FactivaTM database and searching the three most read newspapers in Brazil (Ertimur & Coskuner-Balli, 2015; Humphreys, 2010a, 2010b). Data was collected both retrospectively and concurrently. Analysis used open and theoretical coding, moving up from the emic meanings extracted from the texts to an etic account of the phenomena (Cherrier, H., & Murray, J. B. (2007). Reflexive dispossession and the self: Constructing a processual theory of identity. Consumption Markets & Culture, 10(1), 1–29; Thompson, C. J. (1997). Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of Marketing Research, 34(4), 438–455; Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: Consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24(1), 15–42.).
Findings
The authors seek to explain in what way the relationship that Brazilians had with the 2014 FIFA World Cup reflects how the soccer industry has entered a delegitimation process.
Research limitations/implications
We sustain that regulatory legitimacy is less relevant than normative, cognitive, and pragmatic legitimacy in the context of an evolving society. In fact, further studying the long-term consequences of this evolution in the market-system would shed light on whether or not social movements can have a lasting impact on society (Zizek, 2014).
Originality/value
We contribute to the literature on market systems by studying an often-neglected aspect of market systems literature, the delegitimation of a mainstream market.
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Benjamin Rosenthal and Flavia Cardoso
This paper discusses the evolving nature of the symbolic meaning of the 2014 FIFA World Cup in Brazil. Exploring the kratophanous power of soccer in Brazil, we seek to explain how…
Abstract
Purpose
This paper discusses the evolving nature of the symbolic meaning of the 2014 FIFA World Cup in Brazil. Exploring the kratophanous power of soccer in Brazil, we seek to explain how the relationship that Brazilians had with the 2014 FIFA World Cup reflects profound changes in a mutating society that has deep emotional connections with soccer but at the same time has started to reject the misuse of public resources and struggles to see corruption as a fact of life.
Methodology/approach
The authors conducted a netnography on Facebook communities and on Instagram, reviewed documentaries and short films, as well as press articles on the subject. Data was collected both retrospectively and concurrently. Analysis used open coding, moving up from the emic meanings extracted from the texts to an etic account of the phenomena (Cherrier & Murray, 2007; Thompson, 1997; Thompson & Haytko, 1997).
Findings
We argue that the duality of the Brazilian culture and the kratophanous power of soccer help understand the evolving nature of the relationship Brazilians had with the 2014 FIFA World Cup. We sustain that soccer in Brazil is viewed both as a sport – representing democracy and the hope of social mobility – and as an industry – echoing dissatisfaction with the status quo. Even if ideologically opposed to what the event represented, consumers were bound by very strong cultural connections built around soccer as a sport, a national passion. This changing nature of feelings and attitudes echoes marketplace tensions of a country passing through a democratization maturity process and of a culture in which its citizens find it easier to attempt to be many things at the same time than to take a stand.
Research limitations/implications
This research analyzes the role of social tensions and national passions in relation to a global industry (soccer) and a mega event (the FIFA World Cup). We have looked at the influence of macro cultural forces and tension forces in a sporting event as our findings cannot be understood outside the context of network-based power (Labrecque, vor dem Esche, Mathwick, Novak, & Hofacker, 2013) with Brazilians mobilizing the structure of social networks in favor of their contextual interests. The tense and dynamic political environment in which this research was conducted shed some light on why the #naovaitercopa changed its meaning overtime.
Originality/value
The context of this research contributes to the literature on boycotting (Kozinets & Handelman, 2004; Lee, Motion, & Conroy, 2009), considering that most previous studies had not extensively explored situations where protests arise, obtain significant engagement, yet end up being unsuccessful. We answers the call made by Izberk-Bilgin (2010) for understanding how and why consumer attitudes toward certain types of consumption may change overtime and we demonstrate how the FIFA World Cup possesses kratophanous power in Brazil, and how this characteristic, which is strongly rooted in local culture, contributed to the failure of the boycott.
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This article aggregates and reviews the disparate information needed to assess journal literature related to communication disorders both directly and peripherally. An extensive…
Abstract
This article aggregates and reviews the disparate information needed to assess journal literature related to communication disorders both directly and peripherally. An extensive analysis was performed using a list of 40 journals on communication disorders derived from a review of selected libraries’ journal collections, and then compared to entries in respected indexes and bibliographies covering this discipline. The result of this analysis is a list providing comprehensive information including scope and coverage, publisher information, indexing/abstracting data, and online availability for those 40 journals. In addition, a survey was conducted among communication disorders faculty in the City University of New York (CUNY) to investigate which professional journals are used regularly for current awareness and for clinical/research information. The information presented in this article should be of interest to faculty, students and practitioners in this area, as well as subject librarians responsible for collection development.
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Alanna Aiko Moore, Michael J. Miller, Veronda J. Pitchford and Ling Hwey Jeng
Purpose – The purpose of this article is to provide a general overview of mentoring and its benefits and to discuss informal mentoring, mentoring for librarians of color, and…
Abstract
Purpose – The purpose of this article is to provide a general overview of mentoring and its benefits and to discuss informal mentoring, mentoring for librarians of color, and cross‐race mentoring. Design/methodology/approach – The authors conducted a literature review and administered informal focus groups and interviews. Findings – Mentors can help mentees set goals and develop skills to reach these goals over time. Informal mentoring allows a mentees the opportunity to choose his or her own mentor through a personal relationship or social network, and can be a method for success for librarians of color. Librarians of color are more likely to be successful in their professional careers if they have a mentor. Cross‐race mentoring is most beneficial to all parties when it is undertaken with knowledge of best practices and sensitivity to cultural concerns. Originality/value – This article addresses the identification of good mentors, best practices, and what mentors need to know. In addition, the article explores in‐depth mentoring for librarians of color and addresses issues related to cross‐race mentoring, as well as keys to success. The benefits of mentoring for librarians of color is rarely discussed in the professional literature – this article offers concrete best practices for mentors and mentees to ensure that librarians of color have successful mentoring relationships.
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Sheau‐yueh J. Chao, Ching Chang and Belinda Chiang
The impact of computer technology on libraries is changing the face of information services and how these services are delivered. It is significant that human interaction with…
Abstract
The impact of computer technology on libraries is changing the face of information services and how these services are delivered. It is significant that human interaction with computers prevails all service‐oriented institutions, especially libraries where circulation, reference, and technical services are fully automated and depend on computers for information access and retrieval via patron files and online public access catalogs. Libraries spend lots of time on implementing and upgrading electronic services and library functions. However, the human factors are generally overlooked. This article will provide a systematic way to address employee safety and health issues in the library through background readings, library ergonomics in literature, current technologies on ergonomic product design and a case study of ergonomics program implementation at Queens College Library, the City University of New York.
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Leandro A. Guissoni, Paul W. Farris, Ailawadi Kusum and Murillo Boccia
Faced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from…
Abstract
Faced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead the company in the strategic transition to focus less on the direct sales consultants and more on reaching the end consumers directly with multiple channels and touchpoints. In October 2016, the company’s board appointed its former commercial vice president, João Paulo Ferreira, as the most recent CEO. Ferreira’s challenge was to find the right balance between the direct-selling and other channel formats to market Natura, thus enabling it to thrive in the face of intense competition in the beauty and personal care market in Brazil.
Fernando de Oliveira Santini, Wagner Junior Ladeira, Marlon Dalmoro and Celso Augusto de Matos
This study aims to consolidate finds about corporate social responsibility (CSR) by conducting a meta-analysis. CSR is a topic present in both academic and practitioner…
Abstract
Purpose
This study aims to consolidate finds about corporate social responsibility (CSR) by conducting a meta-analysis. CSR is a topic present in both academic and practitioner discussions. Research has been conducted in different countries and contexts, using diverse methodological approaches. Consequently, there are different views about CSR and conflicting results.
Design/methodology/approach
This paper conducted a meta-analysis to analyse the constructs that are antecedents and consequences of CSR. This paper has also tested the moderating effects of theoretical, methodological and economic variables. The data analysis involved 66 studies, which generated 385 observations and an accumulated sample of 19,817 respondents.
Findings
The findings indicate that environmental concerns, market orientation and stakeholder pressure are the most relevant CSR antecedents. On the other hand, CSR has the strongest effects on organisational commitment, non-financial performance and customer purchasing intention. Also, firm size and cultural orientation were partially significant moderators on the relationships between organisational commitment, CSR and financial performance.
Originality/value
The meta-analytical approach allows for more accurate effect size estimations for each relationship analysed, as the meta-analytic method jointly evaluates the results produced by a great variety of studies performed in different contexts, making it possible to draw more accurate conclusions.