Brands: Interdisciplinary Perspectives

ISBN-13: 9781138787964 / Angielski / Twarda / 2014 / 390 str.

Jonathan E. Schroeder

Opis

Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook. Organised into four perspectives - cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects. This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer's lives and cultural discourse.

Spis treści

Introduction  Part I : Cultural Perspectives  2. Brand Culture and Branded Workers: Service work and aesthetic labour in fashion retail  3. Packaging as Vehicle for Mythologizing the Brand  4. Just doing it: A visual ethnographic study of spectacular consumption behavior at Nike Town  5. Commentary: The cultural approach to branding  Part II: Corporate Perspectives  6. Transnational Organization and Symbolic Production: Creating and managing a global brand  7. Retail Stores as Brands: Performances, theatre and space  8. Learning to say g'day to the World: The development of Australia's marketable image in the 1980s  9. The Technology of Branding  Part III: Consumer Perspectives  10. Consumer–Brand Assemblages in Advertising: An analysis of skin, identity, and tattoos in ads  11. Consumer Multiculturation: Consequences of multi-cultural identification for brand knowledge  12. The Role of Commodified Celebrities in Children’s Moral Development: The case of David Beckham  13. Limits of the McDonaldization Thesis: eBayization and ascendant trends in post- industrial consumer culture  14. Commentary: The consumer perspective in branding  Part IV: Critical Perspectives  15. Aesthetics Awry: The Painter of Light™ and the commodification of artistic values  16. Consuming the "World": Reflexivity, aesthetics, and authenticity at Disney World’s EPCOT Center  17. Consuming Caffeine: The discourse of Starbucks and coffee  18. A Compr(om)ising Commodities in Consumer Culture: Fetishism, aesthetics and authenticity

O autorze

Jonathan Schroeder is the William A. Kern Professor of Communications at Rochester Institute of Technology in New York. He is the author of Visual Consumption (2002), co-author of From Chinese Brand Culture to Global Brands (2013), editor of Conversations on Consumption (2013), and co-editor of Brand Culture (2006), the Routledge Companion to Visual Organization (2014), as well as a special issue on "Being Branded" for the Scandinavian Journal of Management (June 2013). He is editor in chief of the interdisciplinary journal Consumption Markets & Culture. He has held visiting appointments at Wesleyan University, Göteborg University Sweden, University of Auckland, New Zealand, Bocconi University in Milan, Indian School of Business, Hyderabad, and the Shanghai International Business and Economics University.