The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam

Asia Branding ◽  
2017 ◽  
pp. 237-256
Author(s):  
Bang Nguyen ◽  
T C Melewar ◽  
Don E. Schultz
2015 ◽  
Vol 17 (3) ◽  
pp. 600-619 ◽  
Author(s):  
Paul Hewer ◽  
Martin Gannon ◽  
Renzo Cordina

This article has three main objectives. Our first is to turn to sport as a particularly illuminating and revealing example of consumer culture in the making. Marketplace logic suffuses consumer culture, and exploring practices of fandom as performed thus becomes particularly revealing of the tensions and contradictions which are thrown up when passions collide with finance and branding strategies. Our second objective is to mobilise this insight to further research on brand communities through better situating social practices as entangled in this heady nexus of passions, power and cultural politics. Through a netnographic analysis of forum posts from Celtic Football Club’s notorious ‘Green Brigade’ ultras-style fan-group, we focus on how such social formations forge counter-identities, which act not in harmony with the larger brand ethos but serve to legitimate and affirm a counter-philosophy. As such, our final objective is to better understand the roles of brand agitator and brand heretic as key roles within this contested social formation. Fandom as dramatic ritual and social drama brings in its wake contradictions and tensions especially when it goes toe-to-toe with the forces of economics, branding and marketing strategy. Here, a counter-brand community as we reveal mobilises marketplace logic and appears to adopt their own practices of mimicking brand strategising for their own ends, or as they assert, ‘Let the people sing’.


2011 ◽  
Author(s):  
Andrea Hollingshead ◽  
Jeanne Brett ◽  
Ashley Fulmer ◽  
Peter Kim ◽  
Roy Lewicki ◽  
...  

2020 ◽  
Vol 14 (2) ◽  
pp. 319-326
Author(s):  
Benjamin Bandosz
Keyword(s):  

2018 ◽  
Vol 57 (1) ◽  
pp. 49-63
Author(s):  
Isabelle Tremblay

(English): The Anglophilia which marks much of French Enlightenment prose fiction also points to a transformation of the representation of sociability. Through pseudo-translation and the use of the ‘English story’, Marie-Jeanne Riccoboni gives a critical account of the rules and the codes that regulate French social order in the second half of the eighteenth century. The depiction of a free and tolerant society in the novels Lettres de Fanni Butlerd (1757) and Lettres de mylord Rivers (1777) attests to a questioning of French sociability and of women's place and roles. How are social practices redefined and what ideological meanings are associated to them in Mme Riccoboni's writings and use of pseudo-translation?


2018 ◽  
pp. 1634-1635
Author(s):  
Reham Touni ◽  
◽  
Woody G. Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ali

Author(s):  
Michael Koortbojian

The ancient Romans famously distinguished between civic life in Rome and military matters outside the city—a division marked by the pomerium, an abstract religious and legal boundary that was central to the myth of the city's foundation. This book explores, by means of images and texts, how the Romans used social practices and public monuments to assert their capital's distinction from its growing empire, to delimit the proper realms of religion and law from those of war and conquest, and to establish and disseminate so many fundamental Roman institutions across three centuries of imperial rule. The book probes such topics as the appearance in the city of Romans in armor, whether in representation or in life, the role of religious rites on the battlefield, and the military image of Constantine on the arch built in his name. Throughout, the book reveals how, in these instances and others, the ancient ideology of crossing the pomerium reflects the efforts of Romans not only to live up to the ideals they had inherited, but also to reconceive their past and to validate contemporary practices during a time when Rome enjoyed growing dominance in the Mediterranean world. The book explores a problem faced by generations of Romans—how to leave and return to hallowed city ground in the course of building an empire.


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