Pub Date : 2022-05-28DOI: 10.1177/14705931221104519
D. Corsaro, Isabella Maggioni
The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.
{"title":"The transformation of selling for value co-creation: Antecedents and boundary conditions","authors":"D. Corsaro, Isabella Maggioni","doi":"10.1177/14705931221104519","DOIUrl":"https://doi.org/10.1177/14705931221104519","url":null,"abstract":"The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"563 - 600"},"PeriodicalIF":0.0,"publicationDate":"2022-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45040582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-26DOI: 10.1177/14705931221104520
B. Tronvoll, B. Edvardsson
In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.
{"title":"Customer experiences in crisis situations: An agency-structure perspective","authors":"B. Tronvoll, B. Edvardsson","doi":"10.1177/14705931221104520","DOIUrl":"https://doi.org/10.1177/14705931221104520","url":null,"abstract":"In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"539 - 562"},"PeriodicalIF":0.0,"publicationDate":"2022-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47546746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-21DOI: 10.1177/14705931221095611
M. Tadajewski
Adopting a commitment to the principle of heterogeneity, combined with a concern for subjugated and disqualified knowledge, we unravel the debates around telepathy and telementation in marketing theory and practice. We explicate the conditions of possibility for these deliberations, focusing on the Society for Psychical Research (SPR). A close reading of the scholarly outputs published by members of the SPR helps us unpack the theoretical assumptions underwriting telepathy via the concept of the subliminal self. This material forms the foundations for William Walker Atkinson’s ‘practical occultism’. We review Atkinson’s work, making the case that telepathy was central to exerting personal influence. Our account thus diverges markedly from extant histories of influence. Attention is then turned to the jettisoning of telepathic linkages. Changes in discourse reflect ‘epistemological deflation’ in combination with ‘counter-reversal’. Nonetheless, telepathic and telementative assumptions remain central to our understanding of sales and marketing communications. The same can be said of consumer research. Telepathy may also impact our future in a novel, ‘synthetic’ form.
{"title":"Writing telepathy back into marketing theory","authors":"M. Tadajewski","doi":"10.1177/14705931221095611","DOIUrl":"https://doi.org/10.1177/14705931221095611","url":null,"abstract":"Adopting a commitment to the principle of heterogeneity, combined with a concern for subjugated and disqualified knowledge, we unravel the debates around telepathy and telementation in marketing theory and practice. We explicate the conditions of possibility for these deliberations, focusing on the Society for Psychical Research (SPR). A close reading of the scholarly outputs published by members of the SPR helps us unpack the theoretical assumptions underwriting telepathy via the concept of the subliminal self. This material forms the foundations for William Walker Atkinson’s ‘practical occultism’. We review Atkinson’s work, making the case that telepathy was central to exerting personal influence. Our account thus diverges markedly from extant histories of influence. Attention is then turned to the jettisoning of telepathic linkages. Changes in discourse reflect ‘epistemological deflation’ in combination with ‘counter-reversal’. Nonetheless, telepathic and telementative assumptions remain central to our understanding of sales and marketing communications. The same can be said of consumer research. Telepathy may also impact our future in a novel, ‘synthetic’ form.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"421 - 443"},"PeriodicalIF":0.0,"publicationDate":"2022-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43473144","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-17DOI: 10.1177/14705931221099314
Birgitta Sandberg, Leila Hurmerinta, Henna M Leino
Current understandings of emotional value focus on integral affects that are directly related to present judgements and choices. This neglects recent research on the complexity of affect and dismisses affects triggered by situations, events, or persons encountered in daily life outside of the decision-making situation or process; that is, incidental affects. In this article, we analyse the interplay between customers’ incidental and integral affects in value experience during life transitions. Based on the qualitative data collected on real-estate services, we unveil the internal dynamics of affective value by showing the intrapersonal and interpersonal forms of interplay (spillover, ambivalence, divergence and convergence) between integral and incidental affects. This advances knowledge on the composition and dynamics of the concept of affective value and on the affective value experience in life transitions.
{"title":"The interplay between customers’ incidental and integral affects in value experience","authors":"Birgitta Sandberg, Leila Hurmerinta, Henna M Leino","doi":"10.1177/14705931221099314","DOIUrl":"https://doi.org/10.1177/14705931221099314","url":null,"abstract":"Current understandings of emotional value focus on integral affects that are directly related to present judgements and choices. This neglects recent research on the complexity of affect and dismisses affects triggered by situations, events, or persons encountered in daily life outside of the decision-making situation or process; that is, incidental affects. In this article, we analyse the interplay between customers’ incidental and integral affects in value experience during life transitions. Based on the qualitative data collected on real-estate services, we unveil the internal dynamics of affective value by showing the intrapersonal and interpersonal forms of interplay (spillover, ambivalence, divergence and convergence) between integral and incidental affects. This advances knowledge on the composition and dynamics of the concept of affective value and on the affective value experience in life transitions.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"519 - 538"},"PeriodicalIF":0.0,"publicationDate":"2022-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49577960","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-12DOI: 10.1177/14705931221075372
Marcel Rosa-Salas, Francesca Sobande
There is scant research regarding intersectionality and epistemic hierarchies in marketing, including connections and disconnections between knowledge about intersectionality produced in marketing scholarship and practice. Thus, we examine how market logics propelled by gendered racial capitalism and the commercialization of identity politics impact the production of knowledge about intersectionality in the marketing discipline and industry. We consider how the notion of “intersectionality” has been conceptualized and obfuscated in marketing scholarship and entwined industry discourse. Consequently, we provide a genealogy of how “intersectionality” has been framed in marketing studies and industry approaches which reflect the entanglements of knowledge production, the politics of representation, and the marketization of social justice. Overall, we contribute to scholarly interventions regarding how intersecting oppressions influence marketing and critical analyses of it, as well as the complex interrelationship between marketing, commercial representation, and discourses of identity, inequality, and structural change.
{"title":"Hierarchies of knowledge about intersectionality in marketing theory and practice","authors":"Marcel Rosa-Salas, Francesca Sobande","doi":"10.1177/14705931221075372","DOIUrl":"https://doi.org/10.1177/14705931221075372","url":null,"abstract":"There is scant research regarding intersectionality and epistemic hierarchies in marketing, including connections and disconnections between knowledge about intersectionality produced in marketing scholarship and practice. Thus, we examine how market logics propelled by gendered racial capitalism and the commercialization of identity politics impact the production of knowledge about intersectionality in the marketing discipline and industry. We consider how the notion of “intersectionality” has been conceptualized and obfuscated in marketing scholarship and entwined industry discourse. Consequently, we provide a genealogy of how “intersectionality” has been framed in marketing studies and industry approaches which reflect the entanglements of knowledge production, the politics of representation, and the marketization of social justice. Overall, we contribute to scholarly interventions regarding how intersecting oppressions influence marketing and critical analyses of it, as well as the complex interrelationship between marketing, commercial representation, and discourses of identity, inequality, and structural change.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"175 - 189"},"PeriodicalIF":0.0,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41870592","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-12DOI: 10.1177/14705931221095604
Oscar Ahlberg, Jack Coffin, J. Hietanen
Marketing theory has twisted and turned with the introduction of many theoretical innovations. Yet, despite being influenced by various critical perspectives, the general marketing discourse remains remarkably optimistic about contemporary consumer culture, its capability to produce meaning and individuality, and its potential to overcome the existential threats of the 21st century, or at least its capacity to be transformed for the better. This paper discerns a countervailing current within critical marketing thought; a smattering of scholars that resist the therapeutic urge to tell that all will be well, producing a proliferation of papers that are deeply pessimistic about conventional marketing concepts like meaningful experience, agency, and the sovereignty of the consumer ‘self’. Against the current of convention, this research seeks to address an increasing zeitgeist of bleak cultural aporia, an atmosphere of apolitical apathy where the future has increasingly been ‘cancelled’ and all that remains is a carnivalesque consumer culture that has resigned itself to extinction, even if on the semiotic surface it is increasingly ethical and ecological. The present paper catalogues this development and draws together some of its tendencies. Chief amongst these is the tendency to see the consumer as a desiring intensity immersed in vast networks of techno-capitalism and thus reduces the idea of the agentic and individualistically creative consumer into a myth at best. We propose the term Terminal Marketing to describe this pessimistic theoretical attitude, but we consider its mood as potentially producing more critical interventions than the generally critical-yet-optimistic tone of interpretive marketing.
{"title":"Bleak signs of our times: Descent into ‘Terminal Marketing’","authors":"Oscar Ahlberg, Jack Coffin, J. Hietanen","doi":"10.1177/14705931221095604","DOIUrl":"https://doi.org/10.1177/14705931221095604","url":null,"abstract":"Marketing theory has twisted and turned with the introduction of many theoretical innovations. Yet, despite being influenced by various critical perspectives, the general marketing discourse remains remarkably optimistic about contemporary consumer culture, its capability to produce meaning and individuality, and its potential to overcome the existential threats of the 21st century, or at least its capacity to be transformed for the better. This paper discerns a countervailing current within critical marketing thought; a smattering of scholars that resist the therapeutic urge to tell that all will be well, producing a proliferation of papers that are deeply pessimistic about conventional marketing concepts like meaningful experience, agency, and the sovereignty of the consumer ‘self’. Against the current of convention, this research seeks to address an increasing zeitgeist of bleak cultural aporia, an atmosphere of apolitical apathy where the future has increasingly been ‘cancelled’ and all that remains is a carnivalesque consumer culture that has resigned itself to extinction, even if on the semiotic surface it is increasingly ethical and ecological. The present paper catalogues this development and draws together some of its tendencies. Chief amongst these is the tendency to see the consumer as a desiring intensity immersed in vast networks of techno-capitalism and thus reduces the idea of the agentic and individualistically creative consumer into a myth at best. We propose the term Terminal Marketing to describe this pessimistic theoretical attitude, but we consider its mood as potentially producing more critical interventions than the generally critical-yet-optimistic tone of interpretive marketing.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"667 - 688"},"PeriodicalIF":0.0,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47338078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-03DOI: 10.1177/14705931221076561
Chloe Preece, Victoria L. Rodner, Pilar Rojas-Gaviria
Studies on affect and affective atmospheres have been a topic of increasing interest in marketing, particularly in the management of consumption and retail spaces where service providers attempt to orchestrate a prescribed, collective affective response in consumers. This paper draws on the work of Sara Ahmed and Margaret Wetherell to bring the subject back to the fore, providing a more fine-grained theorisation of how individuals land in such atmospheres. We articulate surfacing and sticking as key dimensions of landing, highlighting the heterogeneity of our landing, whereby affect is individually felt through bodily reactions due to how our personal affective history intersects with the socio-political context. Using a poetic affective attunement method, we capture intensely affective atmospheres, namely spirit-permeated religious settings in Brazil; demonstrating how landing results in different orientations or disorientations through which often elided emotional experiences come into view, privileging some subjects and objects whilst disadvantaging others.
{"title":"Landing in affective atmospheres","authors":"Chloe Preece, Victoria L. Rodner, Pilar Rojas-Gaviria","doi":"10.1177/14705931221076561","DOIUrl":"https://doi.org/10.1177/14705931221076561","url":null,"abstract":"Studies on affect and affective atmospheres have been a topic of increasing interest in marketing, particularly in the management of consumption and retail spaces where service providers attempt to orchestrate a prescribed, collective affective response in consumers. This paper draws on the work of Sara Ahmed and Margaret Wetherell to bring the subject back to the fore, providing a more fine-grained theorisation of how individuals land in such atmospheres. We articulate surfacing and sticking as key dimensions of landing, highlighting the heterogeneity of our landing, whereby affect is individually felt through bodily reactions due to how our personal affective history intersects with the socio-political context. Using a poetic affective attunement method, we capture intensely affective atmospheres, namely spirit-permeated religious settings in Brazil; demonstrating how landing results in different orientations or disorientations through which often elided emotional experiences come into view, privileging some subjects and objects whilst disadvantaging others.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"359 - 380"},"PeriodicalIF":0.0,"publicationDate":"2022-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42175327","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-27DOI: 10.1177/14705931221087710
Per Echeverri
This article conceptualises how professionals, working according to customer involvement rationales in marketing contexts, experience and deal with the tension between their own identity, as regards having knowledge expertise, and the knowledge expertise they attribute to their customers. By relating the literature on professional identity to customer involvement in marketing, and by investigating this relationship in an empirical study of healthcare professionals influenced by customer involvement discourses, the article identifies the key underlying theoretical properties and mechanisms of professional reflexivity. A conceptual framework is outlined, displaying the key role of situated reflexivity by which means professionals enact ways of involving their customers, amidst a two-dimensional space defined by perceived professional and customer identities. It is argued that this conceptual framework details a social tension, between professionals and customers, that is highly visible in many service and marketing interactions and overlooked in marketing theory. It is argued that uncovering this tension adds to our understanding of why value is not always co-created in line with customer involvement rationales.
{"title":"Professional reflexivity in customer involvement: Tensions and ambiguities in between identities","authors":"Per Echeverri","doi":"10.1177/14705931221087710","DOIUrl":"https://doi.org/10.1177/14705931221087710","url":null,"abstract":"This article conceptualises how professionals, working according to customer involvement rationales in marketing contexts, experience and deal with the tension between their own identity, as regards having knowledge expertise, and the knowledge expertise they attribute to their customers. By relating the literature on professional identity to customer involvement in marketing, and by investigating this relationship in an empirical study of healthcare professionals influenced by customer involvement discourses, the article identifies the key underlying theoretical properties and mechanisms of professional reflexivity. A conceptual framework is outlined, displaying the key role of situated reflexivity by which means professionals enact ways of involving their customers, amidst a two-dimensional space defined by perceived professional and customer identities. It is argued that this conceptual framework details a social tension, between professionals and customers, that is highly visible in many service and marketing interactions and overlooked in marketing theory. It is argued that uncovering this tension adds to our understanding of why value is not always co-created in line with customer involvement rationales.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"477 - 500"},"PeriodicalIF":0.0,"publicationDate":"2022-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47685551","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-25DOI: 10.1177/14705931221087711
S. Bettany, Jack Coffin, C. Eichert, David Rowe
The rich tradition of stigma theoretics in marketing and consumer research develops understanding of consumer stigma management, mitigated via marketing-mediated solutions, broadly within a Goffmanian liberal frame. However, building on classic liberal formulations of stigma, sociologists of stigma further examine the impact of the neoliberal political economy in terms of where stigma is produced, by whom and for what purposes. Using the empirical illustration of the emergence of HIV PreExposure Prophylaxis (PrEP), this paper seeks to develop these stigma theoretics towards the concept of stigma diffraction exploring the multiple stigma effects that can be identified and conceptualised through a diffractive lens. This encompasses and theorises beyond traditionally stigmatised contexts, groups and individuals to conceptualise a dynamic and diverse field of ‘stigmas that matter’.
{"title":"Stigmas that matter: Diffracting marketing stigma theoretics","authors":"S. Bettany, Jack Coffin, C. Eichert, David Rowe","doi":"10.1177/14705931221087711","DOIUrl":"https://doi.org/10.1177/14705931221087711","url":null,"abstract":"The rich tradition of stigma theoretics in marketing and consumer research develops understanding of consumer stigma management, mitigated via marketing-mediated solutions, broadly within a Goffmanian liberal frame. However, building on classic liberal formulations of stigma, sociologists of stigma further examine the impact of the neoliberal political economy in terms of where stigma is produced, by whom and for what purposes. Using the empirical illustration of the emergence of HIV PreExposure Prophylaxis (PrEP), this paper seeks to develop these stigma theoretics towards the concept of stigma diffraction exploring the multiple stigma effects that can be identified and conceptualised through a diffractive lens. This encompasses and theorises beyond traditionally stigmatised contexts, groups and individuals to conceptualise a dynamic and diverse field of ‘stigmas that matter’.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"501 - 518"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45122174","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
While social evaluations have gained prominence in the field of marketing, few studies have investigated how brands strategically mobilize their social evaluations. This study aims to further explore the potential of social evaluations to shed light on brand management processes. Through a qualitative content analysis of 420 unique magazine ads of 36 fine watchmaking brands over a four-year period, we show how brands strategically draw from the distinct repertoires of status, reputation, and legitimacy to signal their social position and increase their appeal to consumers. We find that brands mobilize and combine cues from the three repertoires in different ways and that these variations stem from differences in the brands’ strategic intent and extent of market embeddedness. We discuss the contributions of these findings to the marketing literatures on social evaluations and on the role of advertising in brand building and conclude by outlining avenues for future research.
{"title":"How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking","authors":"Déborah Philippe, Alain Debenedetti, Damien Chaney","doi":"10.1177/14705931221089327","DOIUrl":"https://doi.org/10.1177/14705931221089327","url":null,"abstract":"While social evaluations have gained prominence in the field of marketing, few studies have investigated how brands strategically mobilize their social evaluations. This study aims to further explore the potential of social evaluations to shed light on brand management processes. Through a qualitative content analysis of 420 unique magazine ads of 36 fine watchmaking brands over a four-year period, we show how brands strategically draw from the distinct repertoires of status, reputation, and legitimacy to signal their social position and increase their appeal to consumers. We find that brands mobilize and combine cues from the three repertoires in different ways and that these variations stem from differences in the brands’ strategic intent and extent of market embeddedness. We discuss the contributions of these findings to the marketing literatures on social evaluations and on the role of advertising in brand building and conclude by outlining avenues for future research.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"22 1","pages":"333 - 358"},"PeriodicalIF":0.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42709103","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：