Writing consumer research: the world according to Belk

Brown, Stephen; Schau, Hope Jensen

doi:10.1002/cb.227

Cited by 5 publications

(3 citation statements)

References 44 publications

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“…In other words, advertisements are brand texts (or paratexts) that generate additional paratexts through the ways in which consumers engage with, use and talk about them. But, other than incidental mentions of the rhetorical importance of paratexts in framing textual meaning such as in Brown and Schau's (2007) analysis of marketing writing styles, a thoroughgoing paratextual approach to advertising is absent from the marketing and consumer research literature.…”

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confidence: 99%

Advertising at the threshold: Paratextual promotion in the era of media convergence

Hackley

2018

Marketing Theory

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In the media convergence era, brands are embracing hybrid forms of advertising communication such as branded content, product placement and sponsored TV 'pods', brand blogs, share-able video, programmatic advertising, 'native' advertising and more, as alternatives to, and extensions of, traditional mass media advertising campaigns. In this paper we draw on Genette's (2010) theory of transtextuality to re-frame this phenomenon from a paratextual purview. We suggest that the analogy of the paratext articulates the iterative, ambiguous, participative, and intertextual character of much contemporary brand communication. We describe extended examples of paratextual advertising and promotion that illustrate the fluid and mutually contingent relation of advertising text to paratext, and we outline an analytical framework for future research and practice. Introduction: advertising as paratextThis paper introduces the notion of the paratext, the text about the text, to the tradition of literary advertising analysis in marketing and consumer research (Brown, 2016a;Stern, 1989;1993a). Many studies have conceived of mass media advertisements as primary texts that can be subjected to close analytical readings McQuarrie and Mick, 1999;McQuarrie and Phillips, 2005;Scott, 1994) but marketing and consumer researchers have largely neglected both the paratextual character of advertising, and the advertising potential of paratexts. Paratexts have been considered secondary to the primary text, as a title, a review, a footnote, a cover 'blurb' or a preface is considered secondary to the literary work to which it refers. Yet, paratexts frame and cue the culturally constituted meanings of texts, acting as thresholds that "shape the reading strategies that we will take with us "into" the text" (Gray, 2010, p. 26). We draw on Genette's (2010; Genette and Maclean, 1991) theory of transtextuality and on developments of paratextual theory in film, television and media

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confidence: 99%

Advertising at the threshold: Paratextual promotion in the era of media convergence

Hackley

2018

Marketing Theory

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“…they challenge existing judgments and promote alternatives by performing ideological edgework and acting like moral entrepreneurs (see also Schöps et al 2017;Wieser et al 2019). Third, activist brands explicitly aim to "promote social benefits" (Sibai et al 2021(Sibai et al , p. 1652, which delineates them from controversial brands who also challenge judgments though not explicitly for moral reasons (see also Brown and Schau 2001;Giesler 2012;Laermer and Simmons 2007). An activist brand is then considered authentic if it successfully demonstrates "moral competency", i.e.…”

Section: Authentic Brand Activismmentioning

confidence: 99%

The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’

Rohmanue,

Jacobi

2023

J Brand Manag

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To compel people to bring about social change, activist brands must develop moral competency to ensure that they are perceived as authentic. However, there is limited research on the processes underpinning brands’ moral competency development. Furthermore, prior research on authentic brand activism has largely conceived of brands as singular entities as opposed to networks of diverse actors. Consequently, little is known about how inter-organisational collaborations influence brands’ moral competency development and ability to engage in authentic activism. We address this gap by presenting a case study of Nike, Inc./Wieden+Kennedy campaigns from 2017 to 2021 centred on women’s empowerment and of controversies from this period surrounding discrimination of female employees at Nike, Inc. By locating brand activism within the advertising client–agency relationship, we develop a cyclical model of activist brands’ moral competency development. Our model highlights that moral competency is not a static feature of brands but develops dynamically, and we identify the mobilisation of interactional expertise as a key driver of moral competency development. Furthermore, our model shows that a brand’s moral competency is not developed by a single organisation but through inter-organisational collaborations. We also demonstrate the challenges emerging from these collaborations and develop practical implications for activist brands.

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“…Ten years earlier, Thompson was commenting less modestly on the first deliberate branding approach of the same research tradition: ‘No other brand name—interpretivism, alternative, postpositivism, super‐duper rigorous touchy, and feely stuff—sold as well to the field [as postmodernism]’ (Thompson, : 261). The strategic direction was the same: how to overcome the marginalized status of a research tradition that was known as, and even proudly wore the nametag, ‘weird science’ (Brown and Schau, : 357).…”

Section: Introductionmentioning

confidence: 99%

Is Consumer Culture Theory research or realpolitik? A sociology of knowledge analysis of a scientific culture

Østergaard

Bode

2016

J of Consumer Behaviour

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When Consumer Culture Theory (CCT) was introduced by Arnould and Thompson (2005) it was part of a strategy to create legitimacy for interpretive research. It was argued that interpretive researchers needed to be more pragmatic in their attitude. This was a fundamental change in the scientific culture in this stream of research. This paper analyses these changes and studies how CCT represents a new and pragmatic attitude. It is shown how the changes intended by CCT can imply a shift from a focus on new groundbreaking research to an awareness of the consequences of realpolitik. This strategic move can be seen as an example of how scientific cultures try to move from a marginal position to the mainstream. The consequences of this attempt to manage science are analysed, and solutions to problems created by these changes are developed.

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Writing consumer research: the world according to Belk

Cited by 5 publications

References 44 publications

Advertising at the threshold: Paratextual promotion in the era of media convergence

Advertising at the threshold: Paratextual promotion in the era of media convergence

The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’

Is Consumer Culture Theory research or realpolitik? A sociology of knowledge analysis of a scientific culture

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