BookDOI
Marketing and semiotics : new directions in the study of signs for sale
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This article is published in Journal of Marketing.The article was published on 1987-01-31. It has received 97 citations till now. The article focuses on the topics: Semiotics.read more
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The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities
TL;DR: Netnography as mentioned in this paper is an online marketing research technique adapted to the study of online communities that provides information on the symbolism, meanings, and consumption patterns of online consumer groups and provides guidelines that acknowledge the inherent flexibility and openness of ethnography, and provide rigor and ethics in the conduct of marketing research.
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Where Consumers Diverge from Others: Identity Signaling and Product Domains
Jonah Berger,Chip Heath +1 more
TL;DR: This article found that consumers are more likely to diverge from majorities, or members of other social groups, in product domains that are seen as symbolic of identity (e.g., music or hairstyles, rather than backpacks or stereos).
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Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation:
TL;DR: In this article, the authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers, and they discuss the goals and four essential characte-...
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Narrative Processing: Building Consumer Connections to Brands
TL;DR: This paper proposed that narrative processing creates or enhances self-brand connections (SBC) because people generally interpret the meaning of their experiences by fitting them into a story, and they conceptualized this linkage at an aggregate level in terms of SBCs, that is, the extent to which consumers have incorporated the brand into their self-concepts.
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Self‐Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration
TL;DR: The authors showed that narrative self-referencing persuades through transportation, where people become absorbed in a story in their story-like thoughts, and when ad viewers are transported by these narrative thoughts, persuasion is not negatively affected by weak ad arguments.