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Extricating the concept of linking value from its tribal gangue Marketing Theory (IF 3.476) Pub Date : 2024-03-15 Bernard Cova, Franck Barès
The concept of linking value appeared in the marketing literature 30 years ago, at the height of the postmodern wave. In this text, we show that to reinvigorate this concept, it is necessary to break with its tribal roots. The tribal anchoring, which was the strength of its initial theorization because it attracted researchers, is now a drawback because it limits the potential applications of the concept
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Bullshit consumption: What lockdowns tell us about work-and-spend lives and care-full alternatives Marketing Theory (IF 3.476) Pub Date : 2024-02-06 Mike Molesworth, Georgiana Grigore, Georgios Patsiaouras, Mona Moufahim
COVID-19 disrupted ‘non-essential’ work and consumption, providing an unparalleled opportunity to examine work-and-spend culture, which we do via 44 in-depth interviews that capture experiences and reflections during UK lockdowns. Deploying Graeber’s conceptualisation of ‘bullshit jobs’ and related critiques of consumption, we first consider the possibility that contemporary work-and-spend lifestyles
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Algorithmic personalization and brand loyalty: An experiential perspective Marketing Theory (IF 3.476) Pub Date : 2024-01-29 Chinedu James Obiegbu, Gretchen Larsen
This article explores the relationship between algorithmic personalization and brand loyalty by examining how personalization experiences are articulated within the context of music streaming consumption. Despite previous acknowledgement of the link between personalization and brand loyalty, an experientially grounded understanding of how this works has yet to be articulated. Building upon the concept
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Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies Marketing Theory (IF 3.476) Pub Date : 2024-01-23 Konstantinos Poulis, Ioannis Christodoulou
Ontology is implicitly or explicitly the impetus of any study. However, what are the implications of a scholarly field whose prevailing ontological assumptions and resultant epistemological commitments impede more nuanced theorizing? In this paper, we caution against theorizing norms in fields characterized by a non-diverse and non-inclusive set of ontological assumptions. We contend that editorial
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The inter-generational construction of religious in/authenticity in the rituals of British Pakistani Muslims Marketing Theory (IF 3.476) Pub Date : 2024-01-17 Zeeshan Rafiq, Susan Dunnett
This paper explores the phenomenon of rituals as a contested intersection of religion and ethnicity and demonstrates how changes in religio-ethnic inclinations of various generations of immigrant communities influence the religious authenticity/inauthenticity of rituals. Its focus is the British Pakistani Muslim community in the UK where the emerging second and subsequent generations of British Muslims
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The platformization of consumer culture: A theoretical framework Marketing Theory (IF 3.476) Pub Date : 2024-01-10 Alessandro Caliandro, Alessandro Gandini, Lucia Bainotti, Guido Anselmi
This special issue, together with this position paper that accompanies it, aims at providing a comprehensive framework to address this issue, introducing and theorizing the concept of platformization of consumer culture. The overarching scope of this essay is to discuss what is distinctive of the process of platformization in relation to consumer culture (and research); what are its most important
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Pandemic-driven consumer behaviour: A foraging exploration Marketing Theory (IF 3.476) Pub Date : 2023-05-13 Victoria Wells, Marylyn Carrigan, Navdeep Athwal
COVID-19 has had a profound effect on consumer behaviour. This conceptual piece uses foraging theory, extending and developing the foraging ecology of consumption model, to examine consumer behavio...
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Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory Marketing Theory (IF 3.476) Pub Date : 2023-03-30 Geoff Simmons, Mark Durkin
Brands are increasingly seen in light of collaborative, value creation activities of a firm and all of its stakeholders. This is strongly influenced by the emergence and dominant role that social m...
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Holding on or letting go: Inheritance as a liminal experience Marketing Theory (IF 3.476) Pub Date : 2023-03-09 Victoria K. Wells, Marylyn Carrigan, Navdeep Athwal
Marketing and consumer research has drawn attention to life transitions as critical sites of consumption but has insufficiently explored bereavement, a universal life transition that can involve (u...
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From flesh to food: Exploring consumers’ fluctuations in hysteresis Marketing Theory (IF 3.476) Pub Date : 2023-03-01 Chloe Steadman, Dominic Medway, Anna de Jong, Pete Varley
Bourdieu’s interrelated concepts of habitus and field have been deployed to theorise the unreflexive consumption practices characterising much of consumers’ everyday lives. Less is known, however, ...
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Algorithmic classifications in credit marketing: How marketing shapes inequalities Marketing Theory (IF 3.476) Pub Date : 2023-02-28 Léna Pellandini-Simányi
While critical marketing studies have discussed algorithm-driven marketing’s role in governmentality, subjectivity formation and capitalist accumulation, its role in shaping class inequalities is l...
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Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets Marketing Theory (IF 3.476) Pub Date : 2023-02-12 Annmarie Ryan, Ingrid Stigzelius, Olfa Mejri, Gill Hopkinson, Fairouz Hussien
In this paper, we study the formation of a new market actor, the digitalised marketer, which emerges at the boundary between strategy- and data-driven marketing. Building on constructivist market s...
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Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory Marketing Theory (IF 3.476) Pub Date : 2023-01-31 Diego Rinallo, Jannsen Santana, Maria Carolina Zanette, Samuelson Appau, Jack Coffin, Giana M. Eckhardt, Christian A. Eichert, Katharina C. Husemann, Richard Kedzior, Mona Moufahim, Victoria Rodner, Lorna Stevens
During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specializing in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how...
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Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer Marketing Theory (IF 3.476) Pub Date : 2023-01-31 Quynh Hoang, James Cronin, Alexandros Skandalis
In this paper, we challenge the prevalent idea that anti-consumption functions as an ideological act of antagonism. We enlist the work of the late cultural theorist Mark Fisher to account for the r...
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Netflix and cringe – affectively watching ‘uncomfortable’ TV Marketing Theory (IF 3.476) Pub Date : 2023-01-30 Anuja Pradhan, Carly Drake
In this study, we conceptualise the phenomenon of cringe watching in order to understand why and how consumers engage with media that make them uncomfortable. We mobilise de-Western feminist though...
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Introduction to the special section: Tribal marketing after Covid Marketing Theory (IF 3.476) Pub Date : 2023-01-30 Jack Coffin, Bernard Cova, Avi Shankar
This article introduces the special section, “Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the p...
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Theorizing consumption and markets in the context of religion: A commentary section on Appau’s (2021) ‘divine economic system’ Marketing Theory (IF 3.476) Pub Date : 2023-01-23 Aliakbar Jafari, Mona Moufahim, Diego Rinallo, Samuelson Appau
This commentary section presents a dialogical discussion on Appau’s (2021) ‘Toward a divine economic system’, an article in which he explores religious exchanges in the context of a Pentecostal Chu...
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Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers Marketing Theory (IF 3.476) Pub Date : 2023-01-05 Ladipo Fagbola, Morven G McEachern, Christina Raftopolou
This article combines the theoretical lenses of bridal identity and liminal consumption to illustrate the processes of problem-solving, negotiation and reconciliation through which the bride create...
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Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic Marketing Theory (IF 3.476) Pub Date : 2022-12-26 Ingeborg Astrid Kleppe, Marylouise Caldwell, Inger G Stensaker
Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make extraordinary efforts to convince others to comply with health authorities’ advice to change their beh...
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The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising Marketing Theory (IF 3.476) Pub Date : 2022-12-14 Darren Kelsey, Natalia Yannopoulou, Andrea Whittle, Teresa Heath, Artyom Golossenko, Ana Maria Soares
This manuscript theorises the use of heroism in marketing by analysing selected representations of the army hero in contemporary advertising. Adopting the discourse-mythological approach to analyse...
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An Arendtian perspective on responsibilized heroes: Why marketing needs a new model of heroic action Marketing Theory (IF 3.476) Pub Date : 2022-11-18 Josephine Go Jefferies
This paper explains how disadvantaged consumers challenge their subjugated positioning through self-discipline, recursive reflexivity and narration. Although it is possible to interpret their agenc...
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Enacting overlapping exchanges to address market concerns: Evidence on sustainable and conventional coffee markets in Uganda Marketing Theory (IF 3.476) Pub Date : 2022-11-18 Winfred I. Onyas
This article tackles an underexplored topic in the Market Studies literature—the enactment of exchange practices in overlapping markets. Based on an ethnographic study, the article examines a conte...
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Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’ Marketing Theory (IF 3.476) Pub Date : 2022-11-09 Iida Hietala
This article explores ‘quarantine art’ – an Instagram challenge of recreating well-known artworks in self-isolation for the consumption of others – to investigate how people come together on social...
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Mundane emotions: Losing yourself in boredom, time and technology Marketing Theory (IF 3.476) Pub Date : 2022-11-04 Stephen Murphy, Tim Hill, Pierre McDonagh, Amanda Flaherty
Marketing and consumer research has drawn attention to the positive and joyful emotional features of consumer tribes. However, research has little to say on boredom, an emotional state already prev...
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Social linking practices across physical distance: The material constitution of sociality Marketing Theory (IF 3.476) Pub Date : 2022-11-04 Sarah Schwarz, Christiane Aufschnaiter, Andrea Hemetsberger
The COVID-19 crisis has resulted in physical distancing regulations, disrupting traditional practices of establishing and maintaining social relationships. We draw attention to digital nomadism as ...
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“Sometime in the future”—The technology entrepreneur as utopian market hero Marketing Theory (IF 3.476) Pub Date : 2022-11-03 Ignacio Luri, Ashok Kumar Kaliyamurthy, Matthew Farmer
In this conceptual article, we outline a process through which some technology entrepreneurs come to be viewed as heroes in the public’s eye. We argue that market heroism relies on top-down narrati...
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Consumption networks in times of social distancing: Towards entrained solidarity Marketing Theory (IF 3.476) Pub Date : 2022-11-02 Gregorio Fuschillo, Simona D’Antone
How does solidarity gel together disjointed entities in a web of social relations? This study examines how solidarity catalyzes unconnected entities (people, things, and institutions) in a consumpt...
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Money is no object: Money, cryptocurrency, fiction Marketing Theory (IF 3.476) Pub Date : 2022-11-02 Paul Haynes
Georg Simmel depicts money as an evolving entity that will continue to evolve to a state of ‘perfect money’ disconnected from any external guarantor of value. This article examines some of the diff...
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World of origin: The contagious ingredient of monastic products Marketing Theory (IF 3.476) Pub Date : 2022-11-02 Marie-Catherine Paquier, Sophie Morin-Delerm, Fabien Pecot
This paper addresses the question of the resources that consumers rely on when faced with products that communicate very little. When consumers purchase items from Christian abbeys, this question i...
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A diamond in the rough: Inauthenticity and Gems TV Marketing Theory (IF 3.476) Pub Date : 2022-11-01 Brendan Canavan
This paper explores inauthenticity in the context of the Gems TV shopping channel using existential phenomenology. Objectively, subjectively and performatively Gems TV fails to convincingly stage a...
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Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism Marketing Theory (IF 3.476) Pub Date : 2022-10-31 Georgios Patsiaouras, James Fitchett
Considering the inherently divisive legacy of political (anti)heroes, marketing scholars have paid limited attention to the construction of heroic political profiles and institutions. Accordingly, ...
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Marketing-as-practice: A framework and research agenda for value-creating marketing activity Marketing Theory (IF 3.476) Pub Date : 2022-09-07 Per Skålén, Bernard Cova, Johanna Gummerus, Antti Sihvonen
This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating a...
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‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers Marketing Theory (IF 3.476) Pub Date : 2022-09-02 Leighanne Higgins, Killian O’Leary
Marketing scholarship has commonly demonstrated how consumers assemble heroic identities as a means to facilitate forms of empowerment and emancipatory consumption. Although some insight into more ...
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Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis Marketing Theory (IF 3.476) Pub Date : 2022-08-28 Maria Carolina Zanette, Diego Rinallo, Laetitia Mimoun
Although previous research has investigated consumer mythopoesis (consumers’ identity work using marketplace myths), little is known about its enactment involving ambiguous myths. Here, we investig...
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From heroism to martyrdom: Entrepreneurial identity work in alternative market movements Marketing Theory (IF 3.476) Pub Date : 2022-08-26 Matthew M. Mars
Entrepreneurs play a critical role in the implementation of alternative market movement agendas. The courage and sacrifices of prosocial entrepreneurs who break from the mainstream in support of co...
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Re-thinking brand extension theory: Parents, siblings and off-spring or landlords and tenants? Marketing Theory (IF 3.476) Pub Date : 2022-08-03 Anne-Marie Hede, Finola Kerrigan, Maree Thyne
Brand extensions strategies are aimed at extracting further value from an existing brand. The brand family metaphor, which has resonated with marketing scholars and practitioners for decades, has p...
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Rethinking ‘marketing as applied economics’ Marketing Theory (IF 3.476) Pub Date : 2022-07-21 Mark Tadajewski
This paper makes three intertwined arguments. Firstly, marketing is not simply an outgrowth of economics. Secondly, it is indebted to metaphysical, psychical and psychological research which provid...
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Onflow and consumption: Affect and first encounters Marketing Theory (IF 3.476) Pub Date : 2022-07-20 Paddy Lonergan, Maurice Patterson, Maria Lichrou
In this paper, we are concerned with how we might account for the under-appreciated relation of intensities that flow through and around consumption experiences. In pursuing clarity, researchers ha...
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The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture Marketing Theory (IF 3.476) Pub Date : 2022-07-15 Hunter Jones, Joel Hietanen
Following the recent #GameStop ‘market disruption’ where r/wallstreetbets ‘rogue’ traders were able to momentarily topple billion dollar hedge funds, we employ Deleuze and Guattari’s ‘war machine’ ...
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Sycomorphism in city branding: The case of Amazon HQ2 Marketing Theory (IF 3.476) Pub Date : 2022-06-19 Katie R Sullivan, Jens Rennstam, Jon Bertilsson
In recent decades, tech-companies such as Amazon, Google, Facebook, and Apple have grown exponentially, and it can be tempting for cities to try to attract these powerful corporations. This paper e...
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Sacrifice and violence in the marketplace Marketing Theory (IF 3.476) Pub Date : 2022-06-16 Michal J Carrington
Sacrifice is central to the flourishing of human culture and is integral to everyday life through practices of gifting, abstinence, donation and substitution. Consumer studies have predominantly ta...
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Customer experiences in crisis situations: An agency-structure perspective Marketing Theory (IF 3.476) Pub Date : 2022-05-26 Bård Tronvoll, Bo 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
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Writing telepathy back into marketing theory Marketing Theory (IF 3.476) Pub Date : 2022-05-21 Mark 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
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The interplay between customers’ incidental and integral affects in value experience Marketing Theory (IF 3.476) Pub Date : 2022-05-17 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
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Hierarchies of knowledge about intersectionality in marketing theory and practice Marketing Theory (IF 3.476) Pub Date : 2022-05-12 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
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Bleak signs of our times: Descent into ‘Terminal Marketing’ Marketing Theory (IF 3.476) Pub Date : 2022-05-12 Oscar Ahlberg, Jack Coffin, Joel 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
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Landing in affective atmospheres Marketing Theory (IF 3.476) Pub Date : 2022-05-03 Chloe Preece, Victoria 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
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Professional reflexivity in customer involvement: Tensions and ambiguities in between identities Marketing Theory (IF 3.476) Pub Date : 2022-04-27 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
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Stigmas that matter: Diffracting marketing stigma theoretics Marketing Theory (IF 3.476) Pub Date : 2022-04-25 Shona Bettany, Jack Coffin, Christian 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,
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How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking Marketing Theory (IF 3.476) Pub Date : 2022-04-25 Déborah Philippe, Alain Debenedetti, Damien Chaney
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
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Introduction to special issue: Hierarchies of knowledge in marketing theory Marketing Theory (IF 3.476) Pub Date : 2022-04-24 Olga Kravets,Rohit Varman
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The global rhythms of consumption practices Marketing Theory (IF 3.476) Pub Date : 2022-04-21 Benjamin Rosenthal, Eliane Pereira Zamith Brito
Although consumers’ temporal experiences in the performance of single practices of extraordinary nature have been well understood, there is not yet a clear understanding of how temporal experiences unfold from the recurrent performance of complexes of practices. Conversely, we delve into how the recurrent performance of quotidian complexes of practices affects consumers’ temporal experiences. To do
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The social thickening of market futures: Exploring the discursive work of drone visioneers Marketing Theory (IF 3.476) Pub Date : 2022-04-14 Domen Bajde, Mikkel Nøjgaard, Alev Pinar Kuruoglu
In this paper, we theorize the “social thickening” of market futures—the process through which imagined market futures take on social and moral significance and gel into shared visions of desirable social futures. Market studies have produced valuable insights into the role of representations and expectations in the constitution of future markets. However, extant research has been primarily concerned
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Epistemic in/justice: Towards ‘Other’ ways of knowing Marketing Theory (IF 3.476) Pub Date : 2022-03-24 Martina Hutton, Benedetta Cappellini
This paper brings a critical awareness to the interrelations between epistemic injustice and knowledge hierarchies, through an insufficient attention to the Other as epistemically harmed. Because of the dominant empirical and theoretical authority Others are subjected to in research practices and dissemination, our paper explores how marginalised voices possess less epistemic agency due to their disciplining
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Object-oriented marketing theory Marketing Theory (IF 3.476) Pub Date : 2022-03-24 Paolo Franco, Robin Canniford, Marcus Phipps
Assemblage and actor-network theories explain how markets and consumption are constituted by heterogeneous resources that form part-whole relations at various scales. Marketing and consumer research studies that use these theories, however, often retain human-centred scales and units of analysis, such that objects and forces that exist at unfamiliar (time)scales are overlooked. This paper explains
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The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research Marketing Theory (IF 3.476) Pub Date : 2022-03-08 Aliakbar Jafari
Critics often associate West-centric knowledge hierarchies in marketing (as well as in business and management studies) with (neo)colonialism, academic journal ranking fetishism, resource scarcity in non-Western societies, and the domination of the English Language in the international scholarly landscape. I advance this debate by examining the role non-Western societies themselves have played in reinforcing
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Collective storytelling: Value co-creation in narrative-based goods Marketing Theory (IF 3.476) Pub Date : 2022-03-08 Marcin Wieczerzycki, Bartosz Deszczyński
The paper focuses on the interactions between authors/producers and consumers in the creation of products and services, whose value proposition rests on the story they tell – books, movies, games, etc. – narrative-based goods. We argue that their scope is not limited to the individual intrinsic experience and reinterpretation of the meanings of the story, described in the narrative consumption literature
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The “Esperanto” of business... or how to be successful in life: A decolonial reading, using semiotics, of English language courses’ advertisements in Brazil Marketing Theory (IF 3.476) Pub Date : 2022-03-02 Marcus W. Hemais, Luís Alexandre Pessôa, Denise F. Barros
The present paper seeks to analyze, based on the decolonial perspective, how the epistemic and ontological elements of the coloniality of power that operates through the linguistic imperialism of English are made present in the hierarchies of knowledge in marketing. For this, we use the generative trajectory, a semiotic theoretical model of meaning, to analyze advertisements of a transnational online
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Neo-colonial hierarchies of knowledge in marketing: Toxic field and illusio Marketing Theory (IF 3.476) Pub Date : 2022-03-02 Cagri Yalkin, Mustafa F. Özbilgin
We explore the knowledge production experiences of marketing academics who currently work in countries that have previously colonized their home countries. Building on Bourdieu’s concepts of illusio and the field, we first demonstrate that participants are drawn to the appeal of the academic game which perpetuates itself as a toxic field of neo-colonial relations. Second, we illustrate that two dominant
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The scalar politics of difference: Researching consumption and marketing outside the west Marketing Theory (IF 3.476) Pub Date : 2022-02-27 Ozlem Sandikci
This paper explores the relationship between knowledge hierarchies and sociospatial ordering of the world and, in doing so, to problematize the ways we study and understand consumption and marketing outside the West. By sociospatial ordering of the world, I refer to scalar divisions that organize and mobilize hierarchical perceptions of the world. Adopting a view of scale as a way of knowing and apprehending