Four Fanatical Friends and Other Alliterative Allegories

2019 ◽  
Vol 20 (2) ◽  
pp. 195-201
Author(s):  
Alison M. Joubert ◽  
Jack Coffin
Keyword(s):  
Short Story ◽  
Consumer Research ◽  
Future Research ◽  
Marketing Theory ◽  
Book Series ◽  
Public Consumption ◽  
Self Discovery

Elizabeth thinks of herself as a true fan of the Kerrigan Brown book series. Usually pursuing this passion privately, she is challenged when a friend claims that authentic fans always display their devotion through public consumption. Fortunately, Elizabeth’s grandfather finds a fable of Four Fanatical Friends, who were also challenged to rethink the meaning of fandom after an encounter with a mysterious Genius Fanum. But will our protagonist realise the moral of the story in a journey of self-discovery? Through this fictional short story, the concept of private fandom is implicitly introduced to marketing theory. To date, collective and public expressions of fandom have been the focus of marketing and consumer research. These lines of inquiry have greatly advanced understandings of fans and their consumption. However, private pursuits have been largely overlooked. This short story serves as a fictive framing for future research in this area.

Something old, something new: Enabled theory building in qualitative marketing research

2021 ◽  
pp. 147059312110322
Author(s):  
Pierre-Yann Dolbec ◽  
Eileen Fischer ◽  
Robin Canniford
Keyword(s):  
Consumer Research ◽  
Review Process ◽  
Marketing Research ◽  
Theory And Practice ◽  
Theory Building ◽  
Marketing Theory ◽  
Research Projects ◽  
Novel Theory ◽  
The Creation ◽  
Analytical Tools

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversation, we conduct a grounded analysis of papers that feature enabled theorizing with the aim of describing and analyzing how enabled theorizing is practiced. Our analysis suggests that enabled theorizing marries data with analytical tools and ontological perspectives in ways that advance ongoing conversations in marketing theory and practice, as well as informing policy and methods. Based on interviews with marketing and consumer research scholars who practice enabled theorizing, we explain how researchers use enabling theories to shape research projects, how researchers select enabling lenses, and how they negotiate the review process. We discuss the implications of our analyses for theory-building in our field, and we question the notion of originality in relation to theory more generally.

scholarly journals PSYCHOGEOGRAPHICAL EXPERIENCE BETWEEN THE SELF AND THE PLACE

2022 ◽  
Vol 7 (1) ◽  
pp. 243-263
Author(s):  
Mohd Fadhli Shah Khaidzir ◽  
Ruzy Suliza Hashim ◽  
Noraini Md. Yusof
Keyword(s):  
Critical Role ◽  
Critical Factor ◽  
The Self ◽  
Future Research ◽  
Future Studies ◽  
Place Meaning ◽  
Solid Foundation ◽  
Self Discovery ◽  
Attachment Place

Background and Purpose: The absence of psychogeographical awareness is a critical factor contributing to the lackadaisical attitudes towards the place and its environment. As a result, it enables an individual to fully experience a location, both physically and intellectually, while also gaining a feeling of self-discovery and self-realisation.   Methodology: The purpose of this study was to examine the responses of a group of individuals who participated in a field observation. 40 participants from a Malaysian university's foundation level were brought to Malacca to experience the environment's geographical scenery at their own leisure. The survey data was then manually transcribed and analysed in accordance with the study's aim.   Findings: Interactions with individuals and observation of features in the countryside and urban surroundings enabled participants to go on a psychogeographical journey that influenced their way of thinking and behaving. All participants felt that the journey had influenced their experiences and perspectives on their thinking and behaviour, highlighting the critical role of this notion in establishing the connection between place and self.   Contributions:  The findings of this study provide a solid foundation for future research in the field of psychogeography. The data may be used as a baseline for future studies to determine whether a comparable impact exists in other locations, with or without significant features like those found in Malacca.   Keywords: Psychogeography, place attachment, place meaning, self-discovery, Malacca.   Cite as: Khaidzir, M. F. S., Hashim, R. S., & Md. Yusof, N. (2022). Psychogeographical experience between the self and the place.  Journal of Nusantara Studies, 7(1), 243-263. http://dx.doi.org/10.24200/jonus.vol7iss1pp243-263

The Patient Added-Value to Healthcare Delivery

2020 ◽  
pp. 45-65
Keyword(s):  
Service Industry ◽  
Healthcare Delivery ◽  
Active Role ◽  
Added Value ◽  
Healthcare Sector ◽  
Background Information ◽  
Future Research ◽  
Marketing Theory ◽  
Health Service Provision ◽  
Future Research Directions

Patients are not considered passive recipients of the healthcare offer anymore. They can play an active role in the process of health service provision. This chapter has the scope to address the possible facets of such contribution, identifying the main areas of activity. The chapter starts with background information about service co-creation, a social and scientific paradigm born within service industry and marketing theory, recently adapted to the healthcare sector. Then the analysis continues with the description of two key spheres of patients' activities and contributions to healthcare delivery: education and research and development. It ends with conclusions and future research directions.

scholarly journals Factor model of social media marketing effect on brand loyalty

2019 ◽  
Vol 65 ◽  
pp. 04011
Author(s):  
Olga Chubukova ◽  
Iuliia Kostynets ◽  
Igor Ponomarenko ◽  
Nataliia Rallie ◽  
Yuliia Zymbalevska
Keyword(s):  
Social Media ◽  
Direct Effect ◽  
Brand Loyalty ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Theory ◽  
Brand Trust ◽  
Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

scholarly journals Theorizing rightist anti-consumption

2019 ◽  
Vol 20 (3) ◽  
pp. 385-407 ◽  
Author(s):  
Marine Cambefort ◽  
Fabien Pecot
Keyword(s):  
Consumer Research ◽  
Political Ideology ◽  
Radical Right ◽  
Marketing Theory ◽  
Marketing Literature

Although a large number of conceptual and empirical works on anti-consumption can be found in the marketing literature, the majority of these studies describe progressive reasons against consumption and pay little attention to rightist arguments. Building on multidisciplinary literatures, this article identifies three rightist ideological groups that are likely to engage in anti-consumption: moderate conservatives, the radical right and welfare chauvinists. We theorize rightist anti-consumption in relation to three tensions (global–national, novel–traditional, individual–communitarian), discuss the implications for marketing theory and identify possible avenues for further research. Consumer research should investigate political ideology as a dimension of anti-consumption, with particular attention paid to rightist reasons against consumption.

scholarly journals Experiential brand loyalty: Towards an extended conceptualisation of consumer allegiance to brands

2019 ◽  
Vol 20 (3) ◽  
pp. 251-271 ◽  
Author(s):  
Chinedu James Obiegbu ◽  
Gretchen Larsen ◽  
Nick Ellis
Keyword(s):  
Consumer Research ◽  
Brand Loyalty ◽  
Future Research ◽  
Marketing Practice ◽  
Experiential Consumption ◽  
Symbolic Meanings

This article synthesises the experiential and meaning-based dimensions of loyalty to extend the brand loyalty canon. The experientially loyal consumer is defined as one who is sufficiently invested in a brand to find personal symbolic meanings in the act of consuming that brand and engage around these meanings, individually or within the context of communities of similarly engaged consumers in the pursuit of identity projects. Drawing on a particular type of consumer that epitomises experiential loyalty – the fan, the features of this new conceptualisation are highlighted. The foundations of ‘experiential brand loyalty’ in consumer research are identified and examined. The concept of experiential brand loyalty is articulated and set alongside existing research as a complementary position that bridges the gap between brand loyalty and experiential consumption literatures. Implications are drawn for future research and marketing practice.

The Significance of the Short Story in Indian English Literature

2017 ◽  
Vol 3 (3) ◽  
Author(s):  
Y. L. Marreddy
Keyword(s):  
Nineteenth Century ◽  
Short Story ◽  
English Literature ◽  
Social Changes ◽  
Human Spirit ◽  
Indian English ◽  
Self Discovery ◽  
The Voice

The beginnings of the Indian short story in English were made under the influence of the Britishers. English Short Story began towards the close of the nineteenth Century in India. It is the distinct from the fables of the ‘Hitopadesh’ and the tales of Panchatantra’. The short Story has become the major expression of literature in India which is used as a weapon to rise the voice of Indians against the Britishers culturally and Politically. The Fragmentation of experience as a result of the increasing complexity of social changes, seems to make the short story an apt vehicle for exploring the dark places of the human spirit and disembodied states of being. It is a voyage of discovery of self-discovery, of self – realisation for the character.

scholarly journals Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

2015 ◽  
Vol 24 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Nebojsa S. Davcik ◽  
Rui Vinhas da Silva ◽  
Joe F. Hair
Keyword(s):  
Brand Equity ◽  
Future Research ◽  
Marketing Theory ◽  
Content Type ◽  
Open Questions ◽  
Marketing Assets ◽  
Measurement Tools ◽  
Unique Measure ◽  
Taxonomic Framework ◽  
Conceptual Study

Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants. Design/methodology/approach – The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme. Findings – The authors identify gaps in the brand equity literature. The analysis and development of the conceptual study in this paper shall serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools. Originality/value – The authors synthesized contemporary approaches in the field, identified research gaps and proposed open questions that should be tackled, as well as provided avenues for future research. The authors argue that creation of a unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.

scholarly journals INTENTION TO CONTINUE PARTICIPATING: SYSTEM INTERACTIVITY, VIRTUAL SITES, COMMUNITY COMMITMENT IN ONLINE HIJABS COMMUNITY

2021 ◽  
Vol 19 (1) ◽  
pp. 141-155
Author(s):  
Nindria Untarini ◽  
◽  
Teofilus Teofilus ◽  
Timotius F.C.W Sutrisno ◽  
◽  
...  
Keyword(s):  
Virtual Community ◽  
Structural Equations ◽  
Theory And Practice ◽  
Future Research ◽  
Marketing Theory ◽  
Member Commitment ◽  
Relationship Of ◽  
Intention To Continue ◽  
The Relationship

This study aims to examine system interactivity affecting member commitment and intention to continue participating in the online hijabs community. At the same time, testing how the role of virtual sites in the form of posting in strengthening the relationship (moderate) system interactivity to continue to participate in the online hijabs community. An online hijabs community was researched because the problem observed in the research was relevant to the virtual community. Based on 358 valid responses from students in Surabaya who actively joined the online hijabs community obtained from questionnaires at each university in Surabaya, structural equations modeling (SEM) was used to test the research model. The results show that system interactivity affects commitment to the community, but does not affect the intentions of members to continue their participation in online hijabs communities. Likewise, commitment to the community does not stimulate the intentions of members to remain actively participating in online hijabs communities. Although, an interesting form of posting can strengthen the system’s interactivity relationship of members’ intentions to continue their participation in online communities. Implications for both marketing theory and practice, limitations, and future research on video storytelling in social media are discussed.

scholarly journals How Can Charged Knowledge Platform Marketing Run?

2021 ◽  
pp. 32-39
Author(s):  
Jian-Lin Xiong ◽  
Tsai-Fa(TF) Yen
Keyword(s):  
New Media ◽  
Relevant Information ◽  
Theory And Practice ◽  
Internet Technology ◽  
Future Research ◽  
The Internet ◽  
Marketing Theory ◽  
Knowledge Platform ◽  
Inductive Methods ◽  
Marketing Activities

With the advance of digital technology and Internet technology, the popularity of mobile phones and computers and other terminal equipment, more and more people use the Internet to send and receive information on social media. They’ve engaged in marketing activities and made new media marketing to be the public focus. Among them, a charged knowledge platform (CKP) was introduced as the payment mechanism and got some feedback in the revenue channel through the sharing and knowledge transferred on the internet. However, what is the nature of charged knowledge platform marketing? What do we need to be aware of when engaging in marketing activities through a charged knowledge platform? Related research is lacking, and both new media marketing theory and practice are needed to clarify within these issues. Accordingly, the purpose of this study is to verify the nature and related issues of charged knowledge platform marketing, and to provide relevant suggestions. This study searches for relevant information and data through literature retrieval and uses inductive methods to organize and interpret it. From the aspect of encyclopedic platform, the results show that the main problems of charged knowledge platform marketing are distributed in the three main orientations of platform operation technology, term content and user management and interaction. If enterprises can adopt internal training, external employment and outsourcing methods, reasonable and orderly and efficient solution to professional manpower problems, charged knowledge platform is worthy of enterprises to enhance visibility and image, precision marketing and towards sustainable development of a good helper. According to this, it is suggested that future research should gradually explore the measures and willingness of charged knowledge platform to solve the problems of manpower.

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