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Theorising brand aura
Journal of Service Management ( IF 10.6 ) Pub Date : 2022-04-28 , DOI: 10.1108/josm-12-2021-0468
Nicholas Alexander 1 , Anne Marie Doherty 2
Affiliation  

Purpose

Building on Walter Benjamin's philosophical reflections on aura and authenticity, this article aims to conceptualise and theorise brand aura.

Design/methodology/approach

This article extends understanding of brand aura within the management, marketing and tourism literature with reference to Benjamin's framing of aura and authenticity in time and space.

Findings

Within a Benjaminian framework this article theorises brand aura and offers a conceptualisation of the antecedents of brand aura. It explores the duality of what is termed here as artefactual authenticity and existential authenticity. It illustrates the central role of consumers' mémoire involontaire in the realisation of brand aura. Within this Benjaminian framework, the article explores how artefactual authenticity is preceded by brand essence, while existential authenticity precedes brand essence. Implications for the management of the service encounter are discussed with reference to territorial legitimacy and historical testimony in the context of the firm's role in supporting consumer experiential engagement.

Originality/value

This article advances theoretical understanding of how consumers engage experientially with brand aura and how firms curate brand aura.



中文翻译:

理论品牌光环

目的

基于沃尔特·本雅明 (Walter Benjamin) 对光环和真实性的哲学思考,本文旨在对品牌光环进行概念化和理论化。

设计/方法/途径

本文参考本杰明在时间和空间上对光环和真实性的框架,扩展了管理、营销和旅游文献中对品牌光环的理解。

发现

在本杰明的框架内,本文对品牌光环进行了理论化,并提供了品牌光环前因的概念化。它探讨了这里所谓的人工真实性和存在真实性的二元性。它说明了消费者不由自主的记忆在品牌光环实现中的核心作用。在本杰明的框架内,本文探讨了人工制品的真实性如何先于品牌本质,而存在的真实性如何先于品牌本质。在公司在支持消费者体验参与方面的作用的背景下,讨论了对服务接触管理的影响,并参考了地域合法性和历史见证。

原创性/价值

本文推进了对消费者如何体验品牌光环以及公司如何策划品牌光环的理论理解。

更新日期:2022-04-28
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