Brand Uses for Self Alignment (footing) in Social Interactions

Directional Footing, Degeneracy, and Alignment

This paper argues from an Optimality Theory (OT; Prince & Smolensky 1991, 1993; McCarthy & Prince 1993a,b, 1994) perspective that no one-to-one correspondence exists between directional footing effects and individual constraints. Rather, the requirements of a single prosodic alignment constraint may result either in left-to-right or right-to-left footing, depending on its position in a constrai...

Commentary: Alignment in social interactions

the search for the self in becketts theatre: waiting for godot and endgame

this thesis is based upon the works of samuel beckett. one of the greatest writers of contemporary literature. here, i have tried to focus on one of the main themes in becketts works: the search for the real "me" or the real self, which is not only a problem to be solved for beckett man but also for each of us. i have tried to show becketts techniques in approaching this unattainable goal, base...

Self-Brand Congruity and Brand Communication

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...

Brand Value in Social Interaction

This paper explores the consumer value of publicly associating oneself with a brand image. The economic value of such association to the consumer of a brand is coming from its affect on the information exchange between consumers engaged in a search for partnerships with each other. It turns out that the brand use can be valuable to consumers for communication even when they do not have the prop...