Search results

1 – 4 of 4
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 8 January 2018

Roel Wijland and Stephen Brown

This paper aims to explore brand rhythm in a lyrical analysis. It aims to provide insights into the appropriation of temporal meaning in material, collective and individual…

237

Abstract

Purpose

This paper aims to explore brand rhythm in a lyrical analysis. It aims to provide insights into the appropriation of temporal meaning in material, collective and individual contexts.

Design/methodology/approach

The design offers a structured advance in lyrical qualitative research and the complementary third alternative to story and drama as more frequent representational forms in interpretive projects. This project presents an aesthetic performance in the sequential constructs of mimesis, poiesis and kinesis.

Findings

The inquiry confirms the paradoxical evolution of a brand’s temporal aspects and the importance of rhythm perception as a performative act of semantic bootstrapping and evolving brand meaning in general.

Research limitations/implications

This project shows the importance of brand rhythm and pace in a triangulated methodological sequence of poetic perspectives as an advance of the current qualitative poetic state of play in research. It has implications for the strategic style management of brands in general.

Practical implications

This paper proposes the importance of brand rhythm as a differentiating attribute. The project presents a repeatable case study which depicts managers a structured poetic approach to capture the temporal essence of brands.

Social implications

This project is situated in the context of an area that has become to be known as the Timeless Land. The artistic (re-)appropriation of a temporal aspect has had an impact on the development of public attitudes and policy.

Originality/value

This project offers new insights into the temporal aspects of brands and the construct of brand rhythm in particular. It completes Altieri’s three literary approaches in a performative inquiry. The proposition of the lyrical third way in a theoretical framework should facilitate the acceptance and increasing currency of future poetic projects in marketing.

Details

Qualitative Market Research: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Access Restricted. View access options
Article
Publication date: 2 February 2018

Stephen Brown and Roel Wijland

Much has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary…

1283

Abstract

Purpose

Much has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary theorists see them as significantly different things. If this is the case, then there are implications for marketing theory and thought.

Design/methodology/approach

In keeping with literary tradition, this paper comprises a wide-ranging reflective essay, not a tightly focussed empirical investigation. A combination of literature review and conceptual contemplation, it challenges convention by “reading against the grain”.

Findings

The essay reveals that, far from being part of metaphor’s supporting cast, simile and metonymy are stars in themselves. With the aid of three concise cases-in-point – relationship marketing (RM), the consumer odyssey (CO) and Kotler’s generic concept (GC) – the authors present an alternative interpretation of their conceptual contribution and continuing importance.

Practical implications

Marketing management is replete with metaphorical speculation (positioning, warfare, myopia and more). The shortcomings of such figures of speech are rarely spelled out, much less foregrounded. By raising figurative consciousness, marketing practice is furthered.

Originality/value

As similes and metonymies are rarely spoken about in marketing scholarship, the study starts a much-needed conversation. It raises the issue of marketing’s figurative foundations and, in so doing, offers further scope for future debate.

Details

European Journal of Marketing, vol. 52 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Access Restricted. View access options

Abstract

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78441-158-9

Access Restricted. View access options
Book part
Publication date: 18 November 2015

Sidney J. Levy

This paper aims to trace the roots and development of Consumer Culture Theory (CCT) through the eyes of major participants in this field of study.

Abstract

Purpose

This paper aims to trace the roots and development of Consumer Culture Theory (CCT) through the eyes of major participants in this field of study.

Methodology/approach

The report is a qualitative essay based on data accumulated and integrated from several directions: the CCT literature, reminiscent versions by significant scholars, and participant/observation by the author.

Findings

The CCT conferences began in 2005, sparked by the contribution of Eric Arnould and Craig Thompson. However, earlier versions are traced through the growth of interest in the study of consumer behavior starting in ancient times and spurred by the surge of post-World War II prosperity and technological advances. The expansion of consumer studies through the Association for Consumer Research (ACR), the Journal of Consumer Research (JCR), and the Heretical Consumer Research (HCR) were precursors of CCT. Perspectives are provided by Shankar and Patterson, Mark Tadajewski, Russell Belk, Fuat Firat, and Markus Geisler, with a special emphasis on early roots by the author.

Originality/value

The paper is novel in its application of The Rashomon Effect which shows how different scholars perceive a particular historical phenomenon. It is also a useful example of the qualitative orientation of CCT culture and style in studying situations, both contemporary and historical, to gain holistic insights.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78560-323-5

Keywords

1 – 4 of 4
Per page
102050