Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

Brown, Stephen; Kozinets, Robert V.; Sherry, John F.

doi:10.1509/jmkg.67.3.19.18657

Cited by 1,001 publications

(807 citation statements)

References 49 publications

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“…." (p. 178) Thus, for an attribution such as authenticity, for which motives are core to the interpretation, individuals might even view overt self-promotional efforts as evidence of inauthenticity (Beverland and Farrelly 2009;Brown Kozinets, and Sherry 2003). If so, then individuals would likely judge negatively an organization engaged in self-promotion of its identity as authentic.…”

Section: Self-proclamations Of An Authentic Identitymentioning

confidence: 99%

The Perils of Proclaiming an Authentic Organizational Identity

Kovács¹,

Carroll²,

Lehman³

2017

SocScience

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An emerging body of research consistently demonstrates that individuals in developed consumer markets value authenticity. But how individuals respond to organizations that tout their identities as authentic is not so well understood. We argue that organizational attempts at explicitly proclaiming their own identity as authentic will generally be regarded by individuals with skepticism and devaluation. Across two studies with different research designs, we find consistent empirical evidence that individuals devalue organizations making identity self-claims of authenticity. The first study analyzed authenticity claims made in the texts of menus from 1,393 restaurants in Los Angeles and their corresponding 450,492 online consumer reviews recorded from 2009 to 2016. The second study used a controlled, minimalistic experimental setting with fictitious restaurant menus that examined reactions to generic authenticity self-claims. The findings illuminate how individuals respond to organizational identity claims about authenticity and raise interesting questions about other types of identity claims.

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Section: Self-proclamations Of An Authentic Identitymentioning

confidence: 99%

The Perils of Proclaiming an Authentic Organizational Identity

Kovács¹,

Carroll²,

Lehman³

2017

SocScience

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“…The branding literature has long recognized the power of storytelling to provide meaning to the brand, and practitioners have used storytelling to enhance consumers' connections with brands (Brown, Kozinets and Sherry 2003;Escalas 2004;Megehee and narratives strategically to manage favourable impressions.…”

Section: Introductionmentioning

confidence: 99%

Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation

Pera

Viglia²,

Furlan

2016

Journal of Interactive Marketing

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The work explores whether self-storytelling is a powerful predictor of personal reputation in a collaborative community of the sharing economy realm. By proposing that powerful self-storytelling allows an attractive positioning in respect to potential others, the paper extends the literature of brand storytelling and brand archetypes shifting the perspective to a personal level. This study adopts a qualitative-quantitative approach to investigate the meanings and stories contained in personal profile descriptions and their relation with reputation. Personal descriptions are interpreted as storytelling activities, labels/glosses that allow members to access the services of the community by facilitating personal reputation building. The findings show that powerful storytelling structures have defined phases and are crucial in reputation building when the story evolves in a metaphoric, symbolic lesson. The presence of archetypes, in particular the Sage and the Ruler, also confer reputational power to the stories. The results reveal opportunities for peer-to-peer communities, traditional companies, and social businesses. Marketers should design tools and platforms able to trigger consumers' desire to express their individuality through personal descriptions and suggest the drivers that affect reputation.Keywords: storytelling, personal reputation, archetypes, sharing economy 2 ! ! IntroductionA new, grassroots model of doing business is emerging, providing consumers with the power to get what they need and want where no transfer of ownership takes place. All over the world, people are renting rooms from strangers through Airbnb, outsourcing grocery trips to TaskRabbits, and traveling with ride-sharing service BlaBlaCar. These empowered individuals are participating in the sharing economy by beginning to function like hotels, taxis, farms, restaurants, manufacturers and other traditional business models. The sharing economy is becoming increasingly popular, and it is estimated, at the time we are writing, at more than US$15 billion (PwC 2014). The trend is expected to increase, as consumers and firms seek to maximize efficiency in volatile economic conditions (Lamberton and Rose 2012).The sharing economy is contingent upon one crucial factor: reputation, which is now considered a new currency for transactions in collaborative consumption platforms. Reputation is the enabling factor inherent within all sharing-sector activities. It helps to build trust in certain people and distrust in others. Because of its centrality to the success of the sharing economy, various thought leaders -entrepreneurs, social advocates, academics, investors, journalists -have opined as to how trust is established and maintained among strangers engaging in peer-to-peer transactions. Despite the topic has received attention, it still has not been theorized. This work explores personal reputation, understanding its antecedents. The main objective is to assess whether self-storytelling is a powerful predictor of personal reputation in o...

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“…Sources of authenticity can be leveraged in order to secure competitive advantage and brand value which are then raised by embedding brand histories and historical and cultural connections in product narratives (Brown et al 2003). Artisanal goods are authentic since they are untainted by commercial ideology (Holt 1998).…”

Section: The Aesthetic History Of Craftmentioning

confidence: 99%

The impact of aesthetics on the Celtic craft market

Fillis

2013

Consumption Markets & Culture

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Fillis, IRThe impact of aesthetics on the Celtic craft market http://researchonline.ljmu.ac.uk/3826/ Article LJMU has developed LJMU Research Online for users to access the research output of the University more effectively. Copyright © and Moral Rights for the papers on this site are retained by the individual authors and/or other copyright owners. Users may download and/or print one copy of any article(s) in LJMU Research Online to facilitate their private study or for non-commercial research. You may not engage in further distribution of the material or use it for any profit-making activities or any commercial gain.The version presented here may differ from the published version or from the version of the record. Please see the repository URL above for details on accessing the published version and note that access may require a subscription. Abstract:Drawing on data from the Celtic craft sector, this paper uses aesthetics as a critical lens in explaining how small firms develop particular styles of marketing in order to survive and grow. This approach has not previously been adopted in explaining small business marketing behaviour, although there is a growing history of its use in the wider management and organisation arena. Interpretation of qualitative data from the United Kingdom and the Republic of Ireland has enabled the construction of a typology of different styles of marketing by craft firm owner/managers which also confirms the heterogeneous nature of the small business sector. Aesthetic profiling helps explain why some craft firms follow market demand, while others pursue market creation activities. A key outcome is the need to acknowledge the impact of aesthetic processes on small business marketing decision making. Investigation of the Celtic aesthetic informs how these processes are shaped through the development of a particular type of marketing grounded in creativity, intuition and opportunity recognition. Wider consumption, markets and cultural implications are also evaluated in terms of decision and meaning making in the cultural production process; the connections between critical marketing and aesthetics as ways of challenging marketing concepts and practices; how aesthetics contributes to entrepreneurial marketing; and finally how craft and the Celtic lens uncover wider connections with cultural production.

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Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

Cited by 1,001 publications

References 49 publications

The Perils of Proclaiming an Authentic Organizational Identity

The Perils of Proclaiming an Authentic Organizational Identity

Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation

The impact of aesthetics on the Celtic craft market

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