Brand Purpose and Purpose-Driven Marketing

2021 ◽  
pp. 330-361
Author(s):  
Emrah Gülmez
Keyword(s):  
Health Problems ◽  
Social Goals ◽  
Marketing Communication ◽  
Quality Service ◽  
Ecological Economic ◽  
Social Ecological ◽  
The Relationship ◽  
The Way

With the changing and transforming world, the relationship between consumers and brands began to change and transform. Nowadays, it is not enough for brands to produce quality products or provide quality service for consumers. Now, consumers expect brands to be sensitive to social, ecological, economic, or health problems. This situation has enabled the two concepts to become important and popular today: brand purpose and purpose-driven marketing. Brand purpose is the “why” the brand exists. And purpose-driven marketing is a marketing trend that aims to connect brands with their consumers through common social goals. It seems that the concepts of brand purpose and purpose-driven marketing will be more common in marketing communication. The notion of purpose will change the commercial dynamics of brands in the same way that digitalization transformed the way people buy and sell stuff. This is exactly why purpose is the new digital.

The Type of Temperament, Mood, and Strategies of Categorization

2012 ◽  
Vol 33 (4) ◽  
pp. 227-236 ◽  
Author(s):  
Agata Wytykowska
Keyword(s):  
Information Processing ◽  
Negative Mood ◽  
Cognitive Activity ◽  
Processing Capacity ◽  
Affective Value ◽  
The Relationship ◽  
The Way

In Strelau’s theory of temperament (RTT), there are four types of temperament, differentiated according to low vs. high stimulation processing capacity and to the level of their internal harmonization. The type of temperament is considered harmonized when the constellation of all temperamental traits is internally matched to the need for stimulation, which is related to effectiveness of stimulation processing. In nonharmonized temperamental structure, an internal mismatch is observed which is linked to ineffectiveness of stimulation processing. The three studies presented here investigated the relationship between temperamental structures and the strategies of categorization. Results revealed that subjects with harmonized structures efficiently control the level of stimulation stemming from the cognitive activity, independent of the affective value of situation. The pattern of results attained for subjects with nonharmonized structures was more ambiguous: They were as good as subjects with harmonized structures at adjusting the way of information processing to their stimulation processing capacities, but they also proved to be more responsive to the affective character of stimulation (positive or negative mood).

Understanding prescription in language. A corpus-based approach

2019 ◽  
Vol 41 (2) ◽  
pp. 67-81
Author(s):  
Douglas A. Kibbee ◽  
Alan Craig
Keyword(s):  
Social Context ◽  
French Tradition ◽  
Linguistic Behavior ◽  
The Relationship ◽  
The Way

We define prescription as any intervention in the way another person speaks. Long excluded from linguistics as unscientific, prescription is in fact a natural part of linguistic behavior. We seek to understand the logic and method of prescriptivism through the study of usage manuals: their authors, sources and audience; their social context; the categories of “errors” targeted; the justification for correction; the phrasing of prescription; the relationship between demonstrated usage and the usage prescribed; the effect of the prescription. Our corpus is a collection of about 30 usage manuals in the French tradition. Eventually we hope to create a database permitting easy comparison of these features.

On (Not) Translating Lacan: Barbara Cassin's Sophistico-Analytical Performances

Paragraph ◽  
2020 ◽  
Vol 43 (1) ◽  
pp. 98-113
Author(s):  
Michael Syrotinski
Keyword(s):  
Machine Translation ◽  
Reading And Writing ◽  
The Relationship ◽  
The Way

Barbara Cassin's Jacques the Sophist: Lacan, Logos, and Psychoanalysis, recently translated into English, constitutes an important rereading of Lacan, and a sustained commentary not only on his interpretation of Greek philosophers, notably the Sophists, but more broadly the relationship between psychoanalysis and sophistry. In her study, Cassin draws out the sophistic elements of Lacan's own language, or the way that Lacan ‘philosophistizes’, as she puts it. This article focuses on the relation between Cassin's text and her better-known Dictionary of Untranslatables, and aims to show how and why both ‘untranslatability’ and ‘performativity’ become keys to understanding what this book is not only saying, but also doing. It ends with a series of reflections on machine translation, and how the intersubjective dynamic as theorized by Lacan might open up the possibility of what is here termed a ‘translatorly’ mode of reading and writing.

Klein with Lacan: A Study on the Reception of Lacanian Ideas in Uruguay and Its Effects on Clinical Practices (1955–82)

2020 ◽  
Vol 22 (3) ◽  
pp. 341-361
Author(s):  
Gonzalo Grau-Pérez ◽  
J. Guillermo Milán
Keyword(s):  
Clinical Practice ◽  
Clinical Material ◽  
Clinical Practices ◽  
Before And After ◽  
The Difference ◽  
The 1960S ◽  
The Relationship ◽  
Discursive Approach ◽  
The Way ◽  
Clinical Cases

In Uruguay, Lacanian ideas arrived in the 1960s, into a context of Kleinian hegemony. Adopting a discursive approach, this study researched the initial reception of these ideas and its effects on clinical practices. We gathered a corpus of discursive data from clinical cases and theoretical-doctrinal articles (from the 1960s, 1970s and 1980s). In order to examine the effects of Lacanian ideas, we analysed the difference in the way of interpreting the clinical material before and after Lacan's reception. The results of this research illuminate some epistemological problems of psychoanalysis, especially the relationship between theory and clinical practice.

FBI and Religion

2017 ◽  
Keyword(s):  
Religious Orientation ◽  
Religious Communities ◽  
Academic Scholarship ◽  
History Of ◽  
Interdisciplinary Assessment ◽  
Civic Religion ◽  
New Research ◽  
The Relationship ◽  
The Way

This volume is an interdisciplinary assessment of the relationship between religion and the FBI. We recount the history of the FBI’s engagement with multiple religious communities and with aspects of public or “civic” religion such as morality and respectability. The book presents new research to explain roughly the history of the FBI’s interaction with religion over approximately one century, from the pre-Hoover period to the post-9/11 era. Along the way, the book explores vexed issues that go beyond the particulars of the FBI’s history—the juxtaposition of “religion” and “cult,” the ways in which race can shape the public’s perceptions of religion (and vica versa), the challenges of mediating between a religious orientation and a secular one, and the role and limits of academic scholarship as a way of addressing the differing worldviews of the FBI and some of the religious communities it encounters.

We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers

2020 ◽  
Vol 4 (2-3) ◽  
pp. 84-99
Author(s):  
Ilias Danatzis ◽  
Jana Möller ◽  
Christine Mathies
Keyword(s):  
Service Quality ◽  
Service Providers ◽  
Purchase Intentions ◽  
Service Performance ◽  
Superior Performance ◽  
Service Research ◽  
Marketing Communication ◽  
Quality Service ◽  
Customer Expectations ◽  
Service Outcomes

Low-quality service providers who are unable or unwilling to compete through superior performance increasingly use humour in their marketing communication to generate positive service outcomes. Yet it remains unclear whether using humour to communicate poor service quality is indeed effective. Based on an online experiment in the context of budget hotels, this study finds that using humour to deliberately communicate poor service quality leads to higher purchase intentions and service quality evaluations by reducing both technical and functional service quality expectations. Theoretically, this study extends humour and service research by providing first empirical evidence for the viability of using humour as an effective tool for leveraging customer expectations of service quality rather than improving service performance. Managerially, these insights highlight how reducing customer expectations is an alternative strategy for attracting new customers and for achieving superior quality evaluations.

Poetic Trespass

2014 ◽  
Author(s):  
Lital Levy
Keyword(s):  
Twentieth Century ◽  
Visual Art ◽  
Prose Poetry ◽  
Old World ◽  
History And Literature ◽  
Political Boundaries ◽  
Depth Study ◽  
Emile Habiby ◽  
The Relationship ◽  
The Way

A Palestinian-Israeli poet declares a new state whose language, “Homelandic,” is a combination of Arabic and Hebrew. A Jewish-Israeli author imagines a “language plague” that infects young Hebrew speakers with old world accents, and sends the narrator in search of his Arabic heritage. This book brings together such startling visions to offer the first in-depth study of the relationship between Hebrew and Arabic in the literature and culture of Israel/Palestine. More than that, the book presents a captivating portrait of the literary imagination's power to transgress political boundaries and transform ideas about language and belonging. Blending history and literature, the book traces the interwoven life of Arabic and Hebrew in Israel/Palestine from the turn of the twentieth century to the present, exposing the two languages' intimate entanglements in contemporary works of prose, poetry, film, and visual art by both Palestinian and Jewish citizens of Israel. In a context where intense political and social pressures work to identify Jews with Hebrew and Palestinians with Arabic, the book finds writers who have boldly crossed over this divide to create literature in the language of their “other,” as well as writers who bring the two languages into dialogue to rewrite them from within. Exploring such acts of poetic trespass, the book introduces new readings of canonical and lesser-known authors, including Emile Habiby, Hayyim Nahman Bialik, Anton Shammas, Saul Tchernichowsky, Samir Naqqash, Ronit Matalon, Salman Masalha, A. B. Yehoshua, and Almog Behar. By revealing uncommon visions of what it means to write in Arabic and Hebrew, the book will change the way we understand literature and culture in the shadow of the Israeli–Palestinian conflict.

Choice Of Technique And The Volume Of Saving (A Re-Examination Of The Cobb-Douglas Model)

1968 ◽  
Vol 8 (4) ◽  
pp. 606-617
Author(s):  
Mohammad Anisur Rahman
Keyword(s):  
Economic Development ◽  
Production Function ◽  
Development Policy ◽  
Social Goals ◽  
The Other ◽  
Economic Development Policy ◽  
Labour Intensity ◽  
The One ◽  
Choice Of Technique ◽  
The Relationship

The purpose of this paper is to re-examine the relationship between the degree of aggregate labour-intensity and the aggregate volume of saving in an economy where a Cobb-6ouglas production function in its traditional form can be assumed to give a good approximation to reality. The relationship in ques¬tion has an obviously important bearing on economic development policy in the area of choice of labour intensity. To the extent that and in the range where an increase in labour intensity would adversely affect the volume of savings, a con¬flict arises between two important social objectives, i.e., higher rate of capital formation on the one hand and greater employment and distributive equity on the other. If relative resource endowments in the economy are such that such a "competitive" range of labour-intensity falls within the nation's attainable range of choice, development planners will have to arrive at a compromise between these two social goals.

Introduction

2018 ◽  
Author(s):  
Michael Jerryson
Keyword(s):  
Buddhist Doctrine ◽  
Uniform Manner ◽  
The Relationship ◽  
The Way

The Introduction introduces the terms Buddhism, Buddhist system, and violence for the book. The chapter reviews previous approaches to Buddhism and violence and mistake in assuming every religion understands and defines violence in a uniform manner. Ahimsa serves as a cornerstone of Buddhist morality, and means non-harm or non-injury. This slight nuance alters the way in which Buddhist doctrine and Buddhist leaders understand violence from the way in which violence is typically identified. As such, the chapters in this book serve collectively as an exploration into the Buddhist approach to violence and its various vicissitudes. It then reviews the challenges and dangers for the author in studying the relationship between religion and violence. Lastly, it provides an overview of the chapters in the book.

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