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Article
Publication date: 1 August 1999

Christopher E. Hackley

Discusses issues concerning the relationship between codified marketing theory and practical strategic marketing expertise, particularly with respect to the importance of “tacit”…

4528

Abstract

Discusses issues concerning the relationship between codified marketing theory and practical strategic marketing expertise, particularly with respect to the importance of “tacit” or unarticulated knowledge. The trajectory of argument draws attention to the role of words as symbolic modelling devices and explores implications of this position for theorising marketing expertise. Makes use of a multidisciplinary perspective and draws material from work in cognitive science, the psychology of expertise and the philosophy of science. Sets the problematisation of practical theory in marketing within a broader context of a possible epistemological “crisis” of rationality in practical disciplines. The conclusion suggests that an epistemology of expertise for marketing management demands both theoretical and linguistic sophistication and implies a pedagogic shift towards a model of philosophic enquiry in marketing.

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European Journal of Marketing, vol. 33 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 1998

Christopher E. Hackley

This paper seeks to present a general case for the use of a broadly social constructionist metatheoretical perspective for qualitative research in marketing. The discussion makes…

6206

Abstract

This paper seeks to present a general case for the use of a broadly social constructionist metatheoretical perspective for qualitative research in marketing. The discussion makes reference to a current empirical study into advertising creativity in order to try to draw out particular methodological and metatheoretical issues. The main primary data gathering method used in the study is the unstructured depth interview and this is supplemented by field notes, informal and secondary sources. Social constructionism broadly defined rests upon several key philosophical assumptions concerning the constitution of social life through language and discourse. Significant themes include the semiotic and illocutionary character of human discourse, the drive for ethnomethodological integrity in social research and the focus on the mutual construction of meaning as the main unit of analysis.

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Qualitative Market Research: An International Journal, vol. 1 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 1 March 1998

Christopher Hackley

An agenda for a social constructionist perspective on corporate communication. It seeks to do so by focusing on the mission statement as an aspect of corporate communications…

763

Abstract

An agenda for a social constructionist perspective on corporate communication. It seeks to do so by focusing on the mission statement as an aspect of corporate communications. Previously unpublished research on mission statement design and use in the UK is used as a basis for an analysis of the theoretical assumptions which are often presupposed in corporate communications. It is suggested that these assumptions represent one (cognitivist) model of communication meaning‐making. The alternative model of socially constituted meaning‐making is developed in the context of mission statement use. Some further, more general suggestions are made concerning the implications of social constructionism for corporate communications.

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Corporate Communications: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 1 June 1998

Christopher Hackley and Philip Kitchen

The concept of Integrated Marketing Communications (IMC) is receiving increasing attention in many academic and practioner media, primarily from an organisational perspective…

11505

Abstract

The concept of Integrated Marketing Communications (IMC) is receiving increasing attention in many academic and practioner media, primarily from an organisational perspective. Yet, influence of integrated communications programmes on consumers is difficult to establish in the literature. Consideration of IMC seems unpromising unless the concept itself can be grounded within a psychological perspective of consumer cognition. This paper is an attempt to conceptually explore these concerns. The paper commences with a discussion of broad issues facing contemporary research in marketing communications and strongly suggests that multidisciplinary approaches may offer greater insight than unidisciplinary ones. The authors then briefly, and selectively, introduce questions concerning the psychological assumptions underpinning theoretical work in marketing communications and speculate on implications these assumptions may have for a consumer psychology of IMC. The final strand of the argument considers the cognitivist notion of social cognition and contrasts this with the social constructionist view with regard to theoretical implications both views may have for a psychology of integrated marketing communications. We conclude by suggesting possible interpretations with practical implications for marketing communications practitioners.

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Marketing Intelligence & Planning, vol. 16 no. 3
Type: Research Article
ISSN: 0263-4503

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Available. Content available
Article
Publication date: 27 April 2012

Brian Jones

275

Abstract

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Journal of Historical Research in Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 1755-750X

Available. Open Access. Open Access
Article
Publication date: 21 November 2018

Varsha Jain, Meetu Chawla, B.E. Ganesh and Christopher Pich

This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand…

6245

Abstract

Purpose

This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts.

Design/methodology/approach

The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP].

Findings

The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader.

Originality/value

The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters.

Propósito

Este trabajo examina la aplicación de la personalidad de marca al ámbito del marketing político y de la marca personal política. Concretamente se centra en la personalidad de marca de un líder político del partido Bharantiya Janta Party (BJP). El desarrollo de una fuerte marca personal política es crucial para el éxito en las elecciones. Pocos trabajos se han centrado hasta el momento en este fenómeno más allá del contexto político occidental.

Diseño/metodología/enfoque

El alcance y desarrollo del estudio requirió la adopción de un enfoque cualitativo. El marco teórico sirvió de base deductiva al tiempo que las entrevistas realizadas sirvieron de base inductiva. Estas entrevistas fueron semi-estructuradas y dirigidas a grupos de interés externos del BJP (los votantes). Además, se realizaron entrevistas también semi-estructuradas para capturar las actividades de marca desarrolladas por los grupos de interés internos (candidatos, políticos, trabajadores y gerentes del partido).

Resultados

Las dimensiones de personalidad de marca sinceridad, competencia, energía, estabilidad emocional, franqueza y escrupulosidad están claramente asociadas con un líder político. Por el contrario, rasgos negativos como las actitudes arrogantes y dictatoriales dañan la personalidad de marca de dicho líder, pero sobretodo el partidismo religioso.

Originalidad/valor

El trabajo proporciona un marco de acción para la marca personal política en un contexto post-electoral. Proporciona indicaciones de los rasgos y cualidades negativas que deben de evitarse en el desarrollo de una marca personal para un líder político. Ofrece también evidencias sobre la personalidad de marca que tiene que desarrollar un líder de cara a los votantes más dinámicos y digitales.

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Publication date: 17 February 2022

Shane Blackman and Robert McPherson

This study examines the connections between subculture theory, symbolic interaction and the work of David Matza with a special focus on exploring alcohol consumption by young…

Abstract

This study examines the connections between subculture theory, symbolic interaction and the work of David Matza with a special focus on exploring alcohol consumption by young adults in the UK. We apply Matza ideas of the “techniques of neutralization,” “subterranean values,” and “drift” within an ethnographic study on alcohol to suggest that young people's “calculated hedonism” can be understood as a strategy of agency in the context of a subcultural setting. This article adds to the literature of symbolic interaction, subculture and the discipline of sociology by critically focusing on the work of David Matza from its reception in the 1960s to today as a central element of the new paradigm of cultural criminology. For us the sociological imagination is “alive and well” through Matza's advocacy of naturalism whereby he sought to integrate the work Chicago School under Park and Burgess with his assessment of the so-called Neo-Chicago School. In the literature Matza's work is often defined as symbolic interactionist we see his ambition in a wider sense of wanting sociology to recover human struggle and the active creation of meaning. Our approach is to understand the calculated hedonism of young adult use of alcohol through their humanity.

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Article
Publication date: 1 January 1983

Janet L. Sims‐Wood

Life studies are a rich source for further research on the role of the Afro‐American woman in society. They are especially useful to gain a better understanding of the…

313

Abstract

Life studies are a rich source for further research on the role of the Afro‐American woman in society. They are especially useful to gain a better understanding of the Afro‐American experience and to show the joys, sorrows, needs, and ideals of the Afro‐American woman as she struggles from day to day.

Details

Reference Services Review, vol. 11 no. 1
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 27 April 2012

Stephen Brown and Christopher Hackley

Simon Cowell, the impresario behind The X Factor, a popular television talent show, has often been compared to P.T. Barnum, the legendary nineteenth century showman. This paper…

690

Abstract

Purpose

Simon Cowell, the impresario behind The X Factor, a popular television talent show, has often been compared to P.T. Barnum, the legendary nineteenth century showman. This paper aims to examine the alleged parallels in detail and attempts to assess this “Barnum reborn” argument.

Design/methodology/approach

Putative parallels between the impresarios are considered under the aegis of two long‐standing, if contentious, historical “theories”: time's cycle and the great man thesis.

Findings

Seven broad similarities between the showmen are identified: vulgarity, hyperbole, rivalry, publicity, duplicity, liminality and history. In each case, the arguments pro and con are explored, as is humanity's propensity to personify.

Originality/value

In accordance with the iconic literary critic Harold Bloom, who “strikes texts together to seek if they spark”, this paper strikes two celebrated showmen together to generate historical sparks.

Details

Journal of Historical Research in Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

Available. Open Access. Open Access
Article
Publication date: 20 June 2023

Teresa Heath and Caroline Tynan

The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena…

1687

Abstract

Purpose

The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena. The authors assess the use of arts-based activities, within a broader critical pedagogy, for encouraging imaginative and analytical thinking.

Design/methodology/approach

The authors devised two learning activities and an interpretive method for studying their value. The activities were an individual essay connecting themes in song lyrics to marketing, and a group photography project. These were applied, within a broader, critical approach, in postgraduate modules on sustainability, ethics and critical marketing. Data collection comprised diaries kept by the teachers, open-ended feedback from students and students’ assignments.

Findings

Students showed high levels of engagement, reflexivity and depth of thought, in felt experiences of learning. Their ability to make connections not explicitly in the materials, and requiring imaginative jumps, was notable. Several reported lasting changes to their behaviour. Some found the tasks initially intimidating or, once they were more engaged, stressful or saddening.

Research limitations/implications

This adds to scholarship on management education by showing the usefulness of an arts-based approach towards a transformative agenda.

Practical implications

It offers a template of how to draw from the arts to strengthen critical engagement upon which marketing teachers can build. It also contains practical advice on the challenges and benefits of doing so.

Social implications

The authors provide evidence that this approach can enhance sensitivity and reflexivity in students, potentially producing more ethical and sustainable decisions in future.

Originality/value

The pedagogical interventions are novel and of value to lecturers seeking to enhance critical engagement with theory. An empirical study of an attempt to integrate arts into teaching marketing represents a promising direction, given the discipline’s creative nature.

Details

European Journal of Marketing, vol. 57 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

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