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Article
Publication date: 12 September 2017

Jonathan E. Schroeder

The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives…

5140

Abstract

Purpose

The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives and critical perspectives. This typology helps organise and synthesise the growing interdisciplinary literature on brands and branding, and sheds light on the various ways corporate brands work.

Design/methodology/approach

A brief synthetic review of branding is offered, along with contemporary examples of emerging aspects of the four branding perspectives.

Findings

The four perspectives demonstrate the growing interdisciplinary interest in brands. They also signal a move away from a focus on the brand-consumer dyad, towards broader social cultural and theoretical concerns. Studies that extend brand research into cultural and historical realms may provide an essential bridge between our understandings, on the one hand, of value residing within the product or producer intention, and on the other, value created by individual consumers or brand communities.

Research limitations/implications

The insights from this review may shed light on a number of branding research areas, including studies on corporate marketing, cultural heritage brands and strategic brand communication.

Practical implications

The paper illustrates how complex branding has become and offers conceptual tools to think about and guide branding from multiple points of view.

Originality/value

This paper provides a selective overview of important recent developments in corporate marketing and brand research over as well as a look at visual aspects of four perspectives of branding as a complement to corporate branding research. The typology of brand perspectives helps organise and illuminate a burgeoning brand literature, and provides an interdisciplinary framework for understanding brands.

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 2010

Margo Buchanan‐Oliver, Angela Cruz and Jonathan E. Schroeder

This paper aims to provide a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and…

3462

Abstract

Purpose

This paper aims to provide a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and communicative device, to shed insight into how technological brands make their products understandable, tangible, and attractive in interesting ways.

Design/methodology/approach

An interdisciplinary conceptual review and analysis focuses on issues of metaphor and the body in marketing research and social theory. This analysis is discussed and applied to the communication of technological brands.

Findings

The paper argues that to successfully communicate technological brands requires interdisciplinary insights in order to understand consumption contexts. It proposes an analytic framework for practice and research focused on visual communication for technology brands and products, and demonstrates how advertising both creates and contributes to culture.

Research limitations/implications

Researchers need to understand that a sole focus on the advertising system needs to be supplemented by an understanding of how the symbol of the body in technology advertisements is reflective and productive of meaning in socio‐cultural discourse.

Originality/value

Brand researchers need to add to the prevailing advertising as persuasion model to encompass representation and culture in brand communications. The paper contributes to understanding how basic visual forms, such as the human body, are employed in technology product marketing. It challenges marketers and researchers to broaden their conception of branding and marketing communications to one more consistent with an image economy.

Details

European Journal of Marketing, vol. 44 no. 5
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 2002

Janet L. Borgerson and Jonathan E. Schroeder

This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race…

18911

Abstract

This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. An ontological approach is offered as an alternative to phenomenologically based approaches in marketing scholarship that use consumer responses to generate data. Suggests ways to clarify complex issues of representational ethics in marketing by applying a semiotically‐based analysis that places ontological identity at the center of societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, including advertising, tourist promotions and music, as examples of bad faith marketing strategy. Music is an important force in marketing communication, yet marketing studies have rarely considered music and its visual representations as data for inquiry. Feels that considering visual representation within marketing from an ontological standpoint contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation.

Details

European Journal of Marketing, vol. 36 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 November 2005

Jonathan E. Schroeder

The purpose of this paper is to argue that greater awareness of the connections between the traditions and conventions of visual art and the production and consumption of images…

20068

Abstract

Purpose

The purpose of this paper is to argue that greater awareness of the connections between the traditions and conventions of visual art and the production and consumption of images leads to enhanced ability to understand branding as a strategic signifying practice.

Design/methodology/approach

Several prominent, successful artists served as case studies to illuminate the potential for insights into the interconnections between art, branding, and consumption by turning to art history and visual studies. Discusses the cross‐fertilization of art and branding, focusing on three contribution areas: the interactions between art, brands and culture, the self‐reflexivity of brands, and brand criticism.

Findings

Successful artists can be thought of as brand managers, actively engaged in developing, nurturing and promoting themselves as recognizable “products” in the competitive cultural sphere.

Originality/value

This paper places brands firmly within culture to look at the complex underpinnings of branding, linking perceptual and cognitive processes to larger social and cultural issues that contribute to how brands work and argues that art‐centred analyses generate novel concepts and theories for marketing research.

Details

European Journal of Marketing, vol. 39 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 October 2005

Jonathan E. Schroeder and Janet L. Borgerson

This paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides…

20885

Abstract

Purpose

This paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual representation.

Design/methodology/approach

An interdisciplinary conceptual review and analysis focuses on four representational conventions, synthesizing ethical concerns, to provide a broader context for recognizing and understanding ethical issues in marketing representation: face‐ism, idealization, exoticization and exclusion. This framework is discussed and applied to marketing communications.

Findings

It argues that valuations of communication appropriateness must be informed by an awareness of the ethical relationship between marketing representations and identity. It is no longer satisfactory to associate advertising solely with persuasion, rather advertising must be seen as a representational system, with pedagogical as well as strategic functions. We conclude by discussing the theoretical, research, and managerial implications that arise from an ethics of visual representation.

Originality/value

Urges moving beyond an advertising=persuasion model to encompass representation and culture in marketing communication studies. Contributes to understanding the ethical implications of marketing communication. Challenges marketers and researchers to broaden their conception of marketing communication to one more consistent with an image economy.

Details

International Marketing Review, vol. 22 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 September 2006

Janice Denegri‐Knott, Detlev Zwick and Jonathan E. Schroeder

To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment…

12103

Abstract

Purpose

To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. A conceptual overview of power consisting of three dominant theoretical models is developed onto which is mapped existing consumer empowerment research.

Design/methodology/approach

A synthetic review focuses on three perspectives of consumer power: consumer sovereignty, cultural power and discursive power, drawing from sociological, philosophical and economic literature. These models are then applied to consumer research to illuminate research applications and insights.

Findings

Research of consumer empowerment has grown significantly over the last decade. Yet, researchers drawing from a variety of intellectual and methodological traditions have generated a multitude of heuristic simplifications and mid‐level theories of power to inform their empirical and conceptual explorations. This review helps clarify consumer empowerment, and offers a useful map for future research.

Research limitations/implications

Researchers in consumer empowerment need to understand the historical development of power, and to contextualize research within conflicting perspectives on empowerment.

Originality/value

The paper makes several contributions: organizes a currently cluttered field of consumer empowerment research, connects consumer and marketing research to high‐level theorizations of power, and outlines specific avenues for future research.

Details

European Journal of Marketing, vol. 40 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Book part
Publication date: 10 November 2010

Stephen L. Vargo, Robert F. Lusch, Melissa Archpru Akaka and Yi He

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article
Publication date: 1 August 1994

Barbara B. Stern and Jonathan E. Schroeder

Departs from traditional positivist approaches to marketing research byadopting interpretative methods to analyse the visual/ verbal elementsin print advertisements. Borrows from…

3967

Abstract

Departs from traditional positivist approaches to marketing research by adopting interpretative methods to analyse the visual/ verbal elements in print advertisements. Borrows from the humanistic disciplines of art and literary critical theory to show how verbal and visual elements work together as an interpretative Gestalt. Describes the methods briefly, and then illustrates them in detail by means of an exemplar – a Paco Rabanne pour Homme advertisement known as the “man‐in‐bed”. First analyses the exemplar as a verbal text and then as a visual one to demonstrate the way that congruence between the words and pictures reiterates the association between the brand benefit and the images used to convey it. Ends with a call for increased visual literacy in order to further research on advertising from a humanistic perspective.

Details

European Journal of Marketing, vol. 28 no. 8/9
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
Article
Publication date: 1 July 2006

Per V. Jenster

2024

Abstract

Details

European Journal of Marketing, vol. 40 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Book part
Publication date: 23 April 2018

Katrin Tiidenberg

Abstract

Details

Selfies: Why We Love (and Hate) Them
Type: Book
ISBN: 978-1-78754-357-7

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