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Article
Publication date: 14 May 2018

Joseph L. Scarpaci, Eloise Coupey and Sara Desvernine Reed

Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a…

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Abstract

Purpose

Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management.

Design/methodology/approach

Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding.

Findings

Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines.

Research limitations/implications

The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries.

Practical implications

The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect.

Social implications

These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets.

Originality/value

Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.

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Article
Publication date: 14 May 2018

Carsten Baumgarth

This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on…

4697

Abstract

Purpose

This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on such collaborations and their effects; present seven papers comprising this special issue; and discuss ideas for further research into brand–art collaboration.

Design/methodology/approach

This is an editorial based mainly on an extensive and broad literature review.

Findings

First, this editorial underpins the relevance of brand–art collaboration in the past and present by reference to real examples. Second, it structures the diverse literature into four key aspects of the topic: inspiration, insights, identity and image. Third, it provides a glimpse of the seven papers selected for this special issue. Fourth and finally, it identifies a total of 16 avenues for further research, on four levels (artist, brand owner, consumer and cooperation process).

Originality/value

This editorial and the entire special issue together represent the first anthology on the topic of the interface between brand management and arts. The collection and classification of the existing literature, the formulation of ideas for future research and the content of the seven papers are collectively excellent starting springboards for new and fresh brand research projects.

Details

Journal of Product & Brand Management, vol. 27 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Available. Content available
Article
Publication date: 11 January 2016

Joseph Leonard Scarpaci

190

Abstract

Details

Qualitative Market Research: An International Journal, vol. 19 no. 1
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 2 November 2023

Teik-Leong Chuah, Meenchee Hong and Behzad Foroughi

Infection and cross-contamination have been massive concerns in the medical field. This study aims to investigate consumers’ awareness and their choices of endoscopes, which may…

118

Abstract

Purpose

Infection and cross-contamination have been massive concerns in the medical field. This study aims to investigate consumers’ awareness and their choices of endoscopes, which may deter them from the cross-contamination problem.

Design/methodology/approach

A discrete choice experiment survey was administered to 166 respondents in Penang, Malaysia. Participants were asked to make hypothetical choices and estimate their preference for endoscopes. The multinomial logit model was used to estimate the assumptions based on the stated preference data collected.

Findings

Only two-fifths of respondents are aware of their rights regarding endoscope selection. The findings are consistent with utility theory, where choices are made to maximise personal satisfaction. If given the choice, consumers preferred the single-use endoscope over the reusable or the doctor’s preferred endoscope. Price, insurance coverage and personal income are significant determinants of the consumer’s choice of endoscopes.

Research limitations/implications

This study only investigates subjects living in Penang. Other possible important attributes to endoscope choices, such as environmental and device availability may be considered in future study.

Practical implications

The findings may create awareness among consumers about their rights when choosing medical devices. It may also improve health-care institutions’ (users’) and device manufacturers’ (industry players’) understanding of consumer needs and demands from socioeconomic perspectives.

Social implications

The research offers insights into consumer rights and awareness of health-care services. Ultimately leading to better policy to protect consumers’ rights and safety.

Originality/value

This study contributes to the rare literature on consumer rights toward medical devices, in particular, the consumer’s awareness of the choice of endoscopes.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

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Book part
Publication date: 14 December 2004

Philip F. Napoli

The boundaries of Little Italy are not precise, and have shifted over time. In the 19th century, the district extended south of Canal Street into the area identified by Jacob Riis…

Abstract

The boundaries of Little Italy are not precise, and have shifted over time. In the 19th century, the district extended south of Canal Street into the area identified by Jacob Riis as the “Mulberry Bend,” and described as “the foul core of New York’s slums.”3 By the 1960s, Little Italy had retreated across Canal Street, as the Italian population began to leave the neighborhood for other areas in the city. For the purposes of this paper, Little Italy shall be understood as comprising three census tracts in New York City’s Manhattan county, numbers 41, 43, and 45. This area, lying within a short walking distance of City Hall, is roughly bounded by Canal Street on the south, Bowery on the East, Broadway on the west, and East Houston street to the north. Nicknamed the Mulberry District, it became the first and largest Italian enclave in the United States between 1870s and 1924. While there had been an Italian community in New York for generations, historian George Pozetta has argued that the winter of 1872–1873 was pivotal in the development of this community, when more than 2000 poor Italian immigrants, arrived at Castle Garden, the immigrant reception center, unable to care for themselves.4 These immigrants were quickly fitted in to the preexisting Italian community, taking advantage of the contacts provided by the bossi, typically northern Italian men who had arrived earlier, to find jobs in such local enterprises as groceries and saloons, and with American employers. Once the new comers settled, a process of chain-migration began. By the later 1870s, the bossi were acting as agents for gangs of labor sent out from New York to work in other areas across North American. As a result, the Mulberry district became a sort of transshipment point for Italian labor.

Details

Race and Ethnicity in New York City
Type: Book
ISBN: 978-0-76231-149-1

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