Doing Difference: The Bright Side, Dark Side, and Unexpected

نویسندگان

چکیده

Entities, including organisations, brands and individuals, pursue a strategy of difference (a way to be dissimilar others) improve their performance outcomes well-being. In this editorial, we introduce five research articles two expert commentaries that examine some aspects such difference. We further highlight the challenges consumers face when taking action meet goal Using activity theory its associated systemic framework, uncover three contradictions (community, power knowledge) manifest as tensions or conflicts navigate Being aware these assists marketers in capitalising on bright side, preparing for unexpected avoiding dark side consumers’ efforts towards also suggest agenda stimulate future scholarship

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ژورنال

عنوان ژورنال: Australasian Marketing Journal (amj)

سال: 2023

ISSN: ['1441-3582', '1839-3349']

DOI: https://doi.org/10.1177/14413582231199264