Purpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and a variety of sectors, the purpose of this paper is to identify stable dimensions of BMSs and make configurational patterns emerge according to firms' and sector's characteristics. Design/methodology/approach – A total of 15 in-depth interviews (with a semi-structured questionnaire) were conducted with marketing and communication directors in five sectors of activity (cosmetics, convenience goods, industry, bank/insurance, media). Content analysis was used to examine the configurational patterns that emerged, following a strategy-as-practice approach. Findings – A general BMS pattern emerged from the content analysis with three dimensions: brand identity and values-based, hierarchically based, and implementation based. Interestingly, typical configurations were identified on each dimension and distinct configurational patterns for five sectors. Research limitations/implications – Additional research on other sectors is suggested to further validate the findings as well as building a scale on the basis of the general pattern to analyze the effect of BMS on performance. Practical implications – Configurational patterns represent a flexible, adaptive, and easy-to-apply way to approach and monitor BMS for researchers and managers. Originality/value – This cross-sector research delineates innovative and integrated BMS dimensions and subdimensions emerging from practice and examines their universality. The key subdimension(s) for each dimension is (are) identified and related to recent research on BMS
Taboos have a strong presence today in society and public debate. Mass demonstrations against the 12 caricatures of the Prophet Muhammad published by a Danish newspaper, the withdrawal of two Eastpack advertisements showing zombies, or the decision to cancel a performance of Mozart's opera Idomeneo in which the hero pulls the decapitated heads of Jesus, Buddha and Muhammad out of a bag provide three examples of strong and sometimes violent reactions to representations of topics relating to ABSTRACT Despite the importance of taboos in contemporary societies and their impact on consumption, little research has been conducted in marketing on the concept of taboo. Building upon the literature in anthropology, sociology and psychoanalysis, this paper puts forward five defining characteristics of taboos which shed light on previous research related to taboos in marketing. This article suggests topics for future research based on taboo characteristics that influence consumer behavior and taboo perception, with emphasis on the methodological difficulties and opportunities related to this field of research.
Malgré l'importance des tabous dans les sociétés contemporaines et leur influence sur la consommation, le concept de tabou reste peu exploré en marketing. Partant des approches anthropologique, sociologique et psychanalytique, cet article met en avant cinq caractéristiques définitoires du tabou qui viennent éclairer et enrichir les travaux antérieurs en marketing relevant de la question du tabou. Il propose des perspectives de recherche relatives à l'influence des caractéristiques des tabous sur le comportement du consommateur et sa perception par les individus tout en insistant sur la prudence mais aussi la créativité méthodologiques nécessaires dans L'étude de cet objet de recherche.
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