Women, Work, and Revolution: A Do-It-Yourself Practice

Reed, Sara

doi:10.1080/17547075.2016.1142337

Cited by 5 publications

(1 citation statement)

References 11 publications

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“…In the era of the Cuban Revolution, femininity was often defined by rhetoric that emphasized traditional associations such as elegance and sensuality, while invoking ties to revolutionary activism. The 1960s saw an increased need for women to join the labor force and take an active role in the political process while maintaining the home and family life (Reed, 2016). As per an official government pamphlet on the Cuban family, the new regime promoted “a proper set of revolutionary values, beliefs and attitudes, such as dedication, selflessness, sacrifice and loyalty” ( La familia cubana , 1976, p. 4).…”

Section: Building the Myth: From Artist To Iconmentioning

confidence: 99%

Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding

Scarpaci¹,

Coupey

Reed

2018

JPBM

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Purpose Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management. Design/methodology/approach Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding. Findings Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines. Research limitations/implications The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries. Practical implications The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect. Social implications These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets. Originality/value Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.

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Section: Building the Myth: From Artist To Iconmentioning

confidence: 99%

Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding

Scarpaci¹,

Coupey

Reed

2018

JPBM

Self Cite

View full text Add to dashboard Cite

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The Future of Mobility: Trends That Will Shape the Mobility and Aviation Industry in the Future

Wittmer

Linden

2021

Classroom Companion: Business

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Ideological Consolidation, Subject Formation, and the Discursive Creation of the “New Woman” in Revolutionary Cuba

Triplett

2024

Qual Sociol

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Women, Work, and Revolution: A Do-It-Yourself Practice

Cited by 5 publications

References 11 publications

Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding

Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding

The Future of Mobility: Trends That Will Shape the Mobility and Aviation Industry in the Future

Ideological Consolidation, Subject Formation, and the Discursive Creation of the “New Woman” in Revolutionary Cuba

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