Global Brand Identity as a Network of Localized Meanings
نویسندگان
چکیده
منابع مشابه
Working Consumers: Co-Creation of Brand Identity, Consumer Identity and Brand Community Identity
The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: The brand, the individual consumer, and the brand community. T...
متن کاملMaking Meanings, Meaning Identity: Hmong Adolescent Perceptions and Use of Language and Style as Identity Symbols
Using qualitative interview data gathered from 28 Hmong adolescents, we examined the meaning ascribed to language and style and how language and style behaviors are used to distinguish identity. We found that the participants used language and style to define their own ethnic group membership and cultural identities. Moreover they inferred meaning from these identity behaviors to discern which ...
متن کاملTELE-BRANDING IN TVIII The network as brand and the programme as brand
In the era of TVIII, characterised by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this paper argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It...
متن کاملThe Identity Statuses: Origins, Meanings, and Interpretations
This chapter describes the origins and development of the identity statuses and provides a brief overview of studies into antecedent, concurrent, and consequent implications of the construct. In so doing, it reviews selected personality, relational, behavioral, and developmental variables that have been examined in relation to the identity statuses over the past 45 years. Additionally, the chap...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: International Journal of Marketing Studies
سال: 2017
ISSN: 1918-7203,1918-719X
DOI: 10.5539/ijms.v9n2p56