Abstract:In this paper I review, from the perspective of experimental research, studies that have examined how brands acquire cultural meaning, and suggest future research directions. McCracken's (Journal of Consumer Research, 13, 1986 and 71) model of the meaning transfer process gained influence about thirty years ago, but experimental studies of the processes it posited have been limited in their scope. The review is organized around three questions. First, what should be the dependent variables: the types of mean… Show more
“…Batra () and Fournier and Alvarez () provide relevant and important perspectives from different research traditions that study “creating cultural meaning in products and brands.” This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future research.…”
Section: Discussionmentioning
confidence: 99%
“…Just as brands can be described as a network of associations in memory (Batra, ), cultural psychologists regard culture as a network of domain‐specific structures in memory (i.e., a set of cultural schemas), such as values, material objects, beliefs, and implicit theories, that drive people's judgments and behaviors within the broader culture and subcultures of which they are a member (Hong, Morris, Chiu, & Benet‐Martinez, ). Associative networks related to culture can be conceptualized as being hierarchically organized into basic, superordinate, and subordinate levels.…”
Section: Q1: What Is “Cultural” About Brand Meanings?mentioning
confidence: 99%
“…Regardless of whether culture is defined at a superordinate (multi‐country), basic (country) or subordinate (within‐country) level, a product or brand is perceived to have cultural meaning when it embodies the abstract characteristics and values of that culture (Holt, ; Torelli, ). Whereas Batra () and Fournier and Alvarez () describe some of these associations, other associations include value orientations like individualism versus collectivism, and vertical versus horizontal orientations (see Shavitt & Barnes, for a review). Cultures characterized by individualistic (collectivism) orientations prioritize goals related to the self (others).…”
Section: Q1: What Is “Cultural” About Brand Meanings?mentioning
confidence: 99%
“…Batra () and Fournier and Alvarez () review essential topics related to creating cultural meaning in products and brands. These topics are particularly important in a globalized world, characterized by hyper‐competition, multiculturalism, and interconnectivity.…”
R. Batra (2019) and S. Fournier and C. Alvarez (2019) provide many substantive perspectives related to the questions about creating cultural meaning in products and brands. This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future research.
“…Batra () and Fournier and Alvarez () provide relevant and important perspectives from different research traditions that study “creating cultural meaning in products and brands.” This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future research.…”
Section: Discussionmentioning
confidence: 99%
“…Just as brands can be described as a network of associations in memory (Batra, ), cultural psychologists regard culture as a network of domain‐specific structures in memory (i.e., a set of cultural schemas), such as values, material objects, beliefs, and implicit theories, that drive people's judgments and behaviors within the broader culture and subcultures of which they are a member (Hong, Morris, Chiu, & Benet‐Martinez, ). Associative networks related to culture can be conceptualized as being hierarchically organized into basic, superordinate, and subordinate levels.…”
Section: Q1: What Is “Cultural” About Brand Meanings?mentioning
confidence: 99%
“…Regardless of whether culture is defined at a superordinate (multi‐country), basic (country) or subordinate (within‐country) level, a product or brand is perceived to have cultural meaning when it embodies the abstract characteristics and values of that culture (Holt, ; Torelli, ). Whereas Batra () and Fournier and Alvarez () describe some of these associations, other associations include value orientations like individualism versus collectivism, and vertical versus horizontal orientations (see Shavitt & Barnes, for a review). Cultures characterized by individualistic (collectivism) orientations prioritize goals related to the self (others).…”
Section: Q1: What Is “Cultural” About Brand Meanings?mentioning
confidence: 99%
“…Batra () and Fournier and Alvarez () review essential topics related to creating cultural meaning in products and brands. These topics are particularly important in a globalized world, characterized by hyper‐competition, multiculturalism, and interconnectivity.…”
R. Batra (2019) and S. Fournier and C. Alvarez (2019) provide many substantive perspectives related to the questions about creating cultural meaning in products and brands. This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future research.
“…This research dialogue presents two articles on how brands acquire cultural meanings (Fournier & Alvarez, —this issue; Batra, —this issue). Both Fournier and Alvarez and Batra comment on how cultural meanings are assembled into brands, often by brand managers, but also other cultural intermediaries, including consumers, and how consumers use brands as resources in their lives, attaching new and different meanings to brands.…”
2019-this issue) and Batra (2019-this issue), respectively, offer interpretive and psychological perspectives on how brands acquire cultural meanings. In this commentary, we discuss the opportunities for leveraging these two perspectives, and use an assemblage theory lens to uncover the dynamics of how cultural models articulated through cultural myths, metaphors, ideologies, and cultural objects circulate through the brand assemblage and through the consumer assemblage. We offer a bridge-crossing approach to research opportunities bringing both a socio-historical-cultural approach and psychological approach to understand how cultural meanings are assembled into brands and how consumers assemble brands into their lives.
This study uses neuroimaging methods to identify patterns of brain activation among sport fans in reaction to team stimuli. In a whole‐brain analysis without selected regions in advance, the purposes were to identify the structures involved when fans are exposed to positive, neutral, and negative events and to learn what events activate more limbic networks. A total of 53 individuals participated in and functional magnetic resonance imaging experiment involving the presentation of videos in various situations. Findings indicate the activation of the cingulate gyrus and other structures of the limbic system, as the hippocampus and parahippocampus. We also found involvement of the ventral tegmental area of the reward system. Additionally, brain activity in emotional regulation and memory areas were more influenced by positive than neutral and negative videos. It was also found the involvement of other areas not directly included in the limbic or reward systems. This study provides the neural basis of fan reactions to team‐related stimuli. Sport clubs should be aware that negative content seems to be suppressed from emotional memory and positive videos trigger more emotion and memory areas than neutral and negative videos.
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