Cryptic marketing : strategic targeting of subculture markets
Data(s) |
2015
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Resumo |
This research aims to understand what factors influence consumers' behaviour to subculture marketing and how companies can strategically overcome potential brand alienation. Findings validate cryptic marketing as a strategy for organizations to communicate effectively with their chosen market through the use of cryptic cues, symbols and messages while circumventing negative responses from non-target audiences. The thesis contributes to extending current understanding of marketing communication through the use of covert strategies, employing covert tactics on the non-target, wider market instead of the target, subculture market. |
Formato |
application/pdf |
Identificador | |
Publicador |
Queensland University of Technology |
Relação |
http://eprints.qut.edu.au/79904/4/Wi_Choong_Thesis.pdf Choong, Wi Yan Kelly (2015) Cryptic marketing : strategic targeting of subculture markets. PhD thesis, Queensland University of Technology. |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #Marketing Communication #Cryptic Marketing #Social Identity Theory #Social Categorisation Theory #Subcultures #Gay Subculture |
Tipo |
Thesis |