Introduction 1. Woman's Place in Man's Life Cycle 2. Images of Relationship 3. Concepts of Self and Morality 4. Crisis and Transition 5. Women's Rights and Women's Judgment 6. Visions of Maturity References Index of Study Participants General Index

In a Different Voice. Psychological Theory and Women’s Development. Cambridge, MA (Harvard University Press) 1982.

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.

https://www.jstor.org/stable/pdf/10.1086/209515.pdf

Consumers and their brands : developing relationship theory in consumer research

This paper is the latest in a short series on the origins, processes and effects of performativity in the public sector. Performativity, it is argued, is a new mode of state regulation which makes it possible to govern in an ‘advanced liberal’ way. It requires individual practitioners to organize themselves as a response to targets, indicators and evaluations. To set aside personal beliefs and commitments and live an existence of calculation. The new performative worker is a promiscuous self, an enterprising self, with a passion for excellence. For some, this is an opportunity to make a success of themselves, for others it portends inner conflicts, inauthenticity and resistance. It is also suggested that performativity produces opacity rather than transparency as individuals and organizations take ever greater care in the construction and maintenance of fabrications.

The teacher's soul and the terrors of performativity

The author develops “netnography” as an online marketing research technique for providing consumer insight. Netnography is ethnography adapted to the study of online communities. As a method, netnography is faster, simpler, and less expensive than traditional ethnography and more naturalistic and unobtrusive than focus groups or interviews. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups. The author provides guidelines that acknowledge the online environment, respect the inherent flexibility and openness of ethnography, and provide rigor and ethics in the conduct of marketing research. As an illustrative example, the author provides a netnography of an online coffee newsgroup and discusses its marketing implications.

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The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities

Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects. Results of an interpretive study challenge existing theories of consumer resistance. To develop an alternative model, I first trace the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority. Intrinsic contradictions erased its efficacy. Next I describe the current postmodern consumer culture, which is premised upon the pursuit of personal sovereignty through brands. I detail five postmodern branding techniques that are premised upon the principle that brands are authentic cultural resources. Postmodern branding is now giving rise to new contradictions that have inflamed the antibranding sentiment sweeping Western countries. I detail these contradictions and project that they will give rise to a new post-postmodern branding paradigm premised upon brands as citizen-artists.

https://www.jstor.org/stable/10.1086/339922

Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding

This article examines what people do when they consume In recent interpretive consumer research, three research streams have emerged, each portraying how people consume through a distinctive metaphor: consuming as experience, consuming as integration, and consuming as classification The research reported here—a two-year observational case study of baseball spectators in Chicago's Wrigley Field bleachers—builds on this literature to systematically detail the universe of actions that constitute consuming The resulting typology refines, extends, and synthesizes the three existing approaches to consuming and adds a fourth dimension—consuming as play—to yield a comprehensive vocabulary for describing how consumers consume The usefulness of the typology is demonstrated by applying it to develop an alternative conception of materialism as a style of consuming

How consumers consume: A typology of consumption practices.

This study examines one of the most debated questions in the sociology of culture: Does Pierre Bourdieu's theory relating levels of cultural capital to consumption patterns apply to the contemporary United States? First, I summarize the innovative characteristics of Bourdieu's theory in relation to the Warnerian tradition of social class research. Next, I critique American appropriations of Bourdieu's theory of tastes and suggest that, in the contemporary United States, the theory should be reformulated to focus on consumption practices rather than consumption objects and on mass rather than high culture. Using this reformulation, I conduct an interpretive empirical study to investigate whether differences in cultural capital resources structure patterns of taste in a mideastern American county. Analyzing a series of ethnographic interviews, I describe six dimensions of taste that distinguish informants with high versus low cultural capital resources: material versus formal aesthetics, referential versus critical interpretations, materialism versus idealism, local versus cosmopolitan tastes, communal versus individualist forms of consumer subjectivity, and autotelic versus self-actualizing leisure. These findings suggest that consumption continues to serve as a potent site for the reproduction of social class.

Does Cultural Capital Structure American Consumption

Consumption and Identity at Work.

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

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Douglas B. Holt

Papers

Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding

How consumers consume: A typology of consumption practices.

Does Cultural Capital Structure American Consumption

Consumption and Identity at Work.

How Brands Become Icons; The Principles Of Cultural Branding