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  • 1. Giovanardi, Massimo
    et al.
    Lucarelli, Andrea
    Pasquinelli, Cecilia
    Uppsala universitet, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Samhällsvetenskapliga fakulteten, Kulturgeografiska institutionen.
    Towards brand ecology: An analytical semiotic framework for interpreting the emergence of place brands2013Ingår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 13, nr 3, s. 365-383Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Brand-management philosophy has recently expanded to include public and spatial contexts producing a cacophony of logos, slogans and events all aimed at promoting and marketing places. Yet, there is still a lack of understanding about how the brand-management philosophy changes when moving into and across places and in which way places change when affected by this way of thinking. Through a multi-site ethnography of three Italian territories, this paper applies a semiotic framework (based on the constructs of syntax, semantics and pragmatics) to interpret the interweaving of procedures, mechanisms and symbols that underpin the emergence of place brands. The enquiry reveals that each place brand is characterised by a specific level of integration (symbiosis') between functional and representational dimensions. By recognising this interrelatedness through an ecological perspective that focuses on the connections among all the constituents of a place, the concept of brand ecology is offered to unpack the complexity of place brands and to reconsider the relationship between place branding and place marketing approaches.

  • 2.
    Peters, Linda
    et al.
    University of Nottingham, UK.
    Löbler, Helge
    University of Leipzig, Germany.
    Brodie, Roderick J.
    University of Auckland, New Zealand.
    Breidbach, Christoph F.
    University of California, Merced, USA.
    Hollebeek, Linda D.
    Waikato University, New Zealand.
    Smith, Sandra D.
    University of Auckland, New Zealand.
    Sörhammar, David
    Uppsala universitet, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen.
    Varey, Richard J.
    Waikato University, New Zealand.
    Theorizing about resource integration through service-dominant logic2014Ingår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 14, nr 3, s. 249-268Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    Resource integration, as it relates to value creation, has recently been a key aspect of thediscussions about service-dominant (S-D) logic. However, the majority of research pays relativelylittle explicit attention to the process of theorizing and the epistomological and ontologicalassumptions upon which the theorizing process is based. This article addresses these issues. Theprocesses that relate to theorizing and developing strong theory are discussed. We then examinehow to conceptualize ‘resources’ and ‘resource integration’ following differing ontological andepistemological assumptions that guide the theorizing process. Research recommendations to helpnavigate through the finer details underlying the theorizing process and to advance a general theoryof resource integration are developed.

  • 3.
    Strannegård, Lars
    et al.
    Handelshögskolan i Stockholm.
    Salzer-Mörling, Miriam
    Stockholms universitet.
    Ain’t misbehavin’: consumption in a moralized brandscape2007Ingår i: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 7, nr 4, s. 407-425Artikel i tidskrift (Refereegranskat)
    Abstract [en]

    How can one explain the phenomenon that a consumer is able to protestagainst worker exploitation in the third world outside a Nike outlet and a day laterwalk in and buy a pair of shoes from the same outlet? In this article we try to conceptualizehow consumers handle the expressive and functional aspects of brands in amoralized brandscape. By introducing the idea of ‘de-coupling’, we suggest that boththe production and the consumption of brands rest on a logic where the functional andexpressive values are separated from one and another. This implies that consumptionis not merely an expressive activity operating on the sign level, but rather that consumptionmust be understood as an intricate play where the relationship betweenbrand image and buying behaviour needs to be further explored.

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