Search results

1 – 10 of 202
Article
Publication date: 11 March 2014

Douglas K. Lehman

172

Abstract

Details

Reference Reviews, vol. 28 no. 3
Type: Research Article
ISSN: 0950-4125

Keywords

Article
Publication date: 25 October 2011

Douglas K. Lehman

100

Abstract

Details

Reference Reviews, vol. 25 no. 8
Type: Research Article
ISSN: 0950-4125

Keywords

Abstract

Details

Reference Reviews, vol. 29 no. 1
Type: Research Article
ISSN: 0950-4125

Keywords

Abstract

Details

Reference Reviews, vol. 28 no. 5
Type: Research Article
ISSN: 0950-4125

Keywords

Article
Publication date: 14 January 2014

Douglas K. Lehman

48

Abstract

Details

Reference Reviews, vol. 28 no. 1
Type: Research Article
ISSN: 0950-4125

Keywords

Article
Publication date: 12 August 2014

Douglas K. Lehman

81

Abstract

Details

Reference Reviews, vol. 28 no. 6
Type: Research Article
ISSN: 0950-4125

Keywords

Abstract

Details

Reference Reviews, vol. 22 no. 6
Type: Research Article
ISSN: 0950-4125

Keywords

Open Access
Article
Publication date: 5 July 2024

Matteo Corciolani

This article explores brand positioning and authenticity within the global-local continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study.

Abstract

Purpose

This article explores brand positioning and authenticity within the global-local continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study.

Design/methodology/approach

Employing Greimas’s (1987) semiotic framework, I analyze social media and media articles on Måneskin’s success, unveiling consumer perceptions of global, local and intermediate brand positionings and related authenticity dimensions. I particularly uncover a narrative centered on “global” versus “local” brand positioning and their counterparts (i.e. “not global” and “not local”), forming a semiotic square.

Findings

In the “global” perception, the band is evaluated in terms of conforming to global standards, while, in the “local” understanding, the emphasis shifts to connections to local roots. In the “glocalization” perspective (global and local), the band’s activities are assessed concerning an integration between global conformity and local connections. The “glalienation” viewpoint (neither global nor local) is related to consistency, in the sense of being unique and avoiding a commitment to either global or local values. The data also highlight issues of inconsistency regarding brand positioning’s contradictions, such as the band’s incoherently merging local and non-local elements.

Originality/value

The proposed structural semiotics approach enriches previous theories by examining authenticity within global-local dynamics, offering insights into various authenticity dimensions and their interplay. It underlines shifts in authenticity perceptions and challenges binary brand positioning, advocating for strategic placement across the global-local continuum. Moreover, it emphasizes leveraging cultural elements and semiotics to effectively communicate authenticity.

Details

International Marketing Review, vol. 41 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 April 2004

Georgios I. Zekos

Investigates the differences in protocols between arbitral tribunals and courts, with particular emphasis on US, Greek and English law. Gives examples of each country and its way…

11800

Abstract

Investigates the differences in protocols between arbitral tribunals and courts, with particular emphasis on US, Greek and English law. Gives examples of each country and its way of using the law in specific circumstances, and shows the variations therein. Sums up that arbitration is much the better way to gok as it avoids delays and expenses, plus the vexation/frustration of normal litigation. Concludes that the US and Greek constitutions and common law tradition in England appear to allow involved parties to choose their own judge, who can thus be an arbitrator. Discusses e‐commerce and speculates on this for the future.

Details

Managerial Law, vol. 46 no. 2/3
Type: Research Article
ISSN: 0309-0558

Keywords

1 – 10 of 202