Brand image co-creation and individual identity extension in online environments: a Facebook investigation

In this thesis I investigate the extent to which companies can build a more communal environment out of their fan pages while also evaluating the corresponding brand value that may come from having such a communal environment. My research is comprised in three articles: in the first article, I describe how the brand image is created or augmented in the fan page environment, therefore providing demonstrable evidence of value creation. In the second article, I describe how individuals use fan page semiotic elements to communicate their identities. Finally, in the third article, I describe the possible communal characteristics of a fan page and the conditions that enable it to evolve to the virtual brand community concept. As a result, I will contribute to the marketing literature on the use of Facebook for communicating brand identity, on the co-creation of the brand image in social media context, and on the conceptual definition of fan pages as a communal environment.

Unpacking the mechanism by which psychological ownership manifests at the level of the individual: a dynamic model of identity and self

Increasing prominence of the psychological ownership (PO) construct in management studies raises questions about how PO manifests at the level of the individual. In this article, we unpack the mechanism by which individuals use PO to express aspects of their identity and explore how PO manifestations can display congruence as well as incongruence between layers of self. As a conceptual foundation, we develop a dynamic model of individual identity that differentiates between four layers of self, namely, the “core self,” “learned self,” “lived self,” and “perceived self.” We then bring identity and PO literatures together to suggest a framework of PO manifestation and expression viewed through the lens of the four presented layers of self. In exploring our framework, we develop a number of propositions that lay the foundation for future empirical and conceptual work and discuss implications for theory and practice.

Can an episodic approach to social identification account for identification as interaction between individual and collective identity work in an increasingly flexible and transient identity formation context?

A review of available literature suggests that social identification exists at the interface between individual and collective identity work. This poster proposes that it is the interaction between these two processes that leads a person to define themselves in terms of their membership of a particular social group. The poster suggests that identity work undertaken by the group (or ‘the creation of identities as widely understood signs with a set of rules and conventions for their use’, Schwalbe & Mason-Schrock, 1996, p.115), can be used by a person to inform their own individual identity work and, from this, the extent of alignment between their identity and the perceived identity of the group. In stable or internally-structured groups collective identity work may simply take the form of communication and preservation of dominant collective identities. However, in unstable, new or transitional groups, interaction between individual and collective identity work may be more dynamic, as both collective and individual identities are simultaneously codified, enacted and refined. To develop an understanding of social identification that is applicable in both stable and transitional social groups, it is useful to consider recent proposals that identification may occur cyclically as a series of discrete episodes (Ashforth, Harrison & Corley, 2008). This poster draws on the literature to present these suggestions in greater detail, outlining propositions for social identification that are relevant to transient as well as stable identity formation, supported by suggestion of how episodes of social identification may lead to a person identifying with a group.

Corporate brand identity management – proposal of a new framework

The term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and de Chernatony and McDonald, 1992), gives little attention to the corporate brand” (p. 985). Based on the concepts of corporate brand, brand identity and B2B relationship, the authors are interested in eliminating this gap in literature by designing a framework of corporate brand identity management. The aim of this investigation is to investigate the impact of B2B relationships in corporate brand identity management. The methodology used is quantitative analysis of surveys and scale development. The originality of this paper is to investigate the influence of the relationship between brands in corporate brand identity. This investigation is very important to help the decisions of the corporate brand managers and academics. According to literature, namely on corporate brands (Balmer 2002b, Hatch and Schultz, 2001, 2003) and on brand identity (Kapferer, 1991, 2008, Aaker, 1996, de Chernatony, 1999) the authors developed a corporate brand identity management framework considering relationships between brands a context variable with definite impact on identity management as stated by Hakansson and Snehota (1989, 1995). These authors consider that organisations´ identity management is pursued under a relational perspective with impact on identity management. Most researchers on identity and corporate brand emphasise the importance of external influences (Kennedy, 1977; King, 1991; de Chernatony, 1999; Balmer and Gray, 2000; Balmer, 2002a). Those influences concern legislation, concurrence, political issues... and stakeholders’ perceptions and reputations (due to the holistic approach demanded by corporate brands). In this context the authors claim the importance of another influence: B2B relationships. This decision is inspired in sociological studies (Mannheim, 1950; and Tajfel and Turner, 1979) regarding individual identity. These authors claim that individuals form their personality by interacting in the social field. The authors argue that corporate brand identity also develops itself under a relational approach. The relationships selected to pursue this investigation are the ones that are developed by Portuguese universities and investigation centres that cooperate by developing investigation. Those centres are administrative and financially autonomous

Is There Personal Identity in Economics?

John B. Davis explores the question of what the economic individual is. He bases his considerations of orthodox economics on the assumption that these theories implicitly rely on a conception of the individual that has its origin in Locke’s idea of the self as subjective inwardness. Economic history then is the attempt to deal with Locke’s inherent problems that this view involved. If neoclassical economics still has aspects of human psychology, mainstream economics dropped the subjective concept of the individual out of their considerations. However, Davis demonstrates that even the neoclassical concept of the individual fails to pass the existence test of individual identity. The latter is an idea developed in analogy to philosophers’ concern about personal identity and examines if the individual can be distinguished among different individuals and if he or she can be reidentified as the selfsame individual through time. The failure of the theory of the individual in orthodox economics led Davis to develop a concept of a socially embedded individual in accordance with heterodox accounts of economics. He submits this conception to the same test of individual identity. It appears that the socially embedded individual can be said to hold an identity in specific circumstances.

Cultura da vizinhança: identidade individual e vida urbana

Em sua tese de doutoramento, a autora descreve uma pesquisa realizada em uma pequena cidade da Franca, onde constatou-se a oposição entre o discurso do planejador preocupado em introduzir uma nova lógica às práticas cotidianas dos moradores de uma vila operária, e o discurso dos aposentados que ali moravam e cuja vivência dos espaços da vizinhança, a havia sido impregnado de sua própria história de vida. Foi a partir desta experiência que a autora passou a argumentar que sem uma fina e aprofundada observação das práticas cotidianas, nenhuma intervenção no espaço urbano deveria ser realizada. Partindo do princípio que a urbanização e crescimento das cidades segue cada vez mais a lógica do planejamento impondo ao seu habitante uma passagem do espaço privado para o público que e quase sempre abrupta e hostil pois trata a circulação como um fluxo inibindo o desenvolvimento de "espaços de transição", e modificando a concepção de sociabilidade nos espaços nos espaços de vizinhança. Esta pesquisa tem por objetivo procurar algumas "localidades" situadas em uma grande metrópole como São Paulo onde a observação da transição entre a vida privada e pública possa ser estudada. Para a autora o estudo das regras e normas da vida social nesses espaços que ora são chamados de intermediários, ora de transição deverão servir para compor o que ela chama de cultura de vizinhança, e que varia muito entre localidades de uma mesma cidade.

Identity Entrepreneurs

In my previous article Racial Capitalism, I examined the ways in which white individuals and predominantly white institutions derive value from non-white racial identity. This process flows from our intense social and legal preoccupation with diversity. And it results in the commodification of non-white racial identity, with negative implications for both individuals and society. This Article picks up where Racial Capitalism left off in three ways. As a foundation, it first expands the concept of racial capitalism to identity categories more generally, explaining that individual in-group members and predominantly in-group institutions — usually individuals or institutions that are white, male, straight, wealthy, and so on — can and do derive value from out-group identities. Second, the Article turns from the overarching system of identity capitalism to the myriad ways that individual out-group members actively participate in that system. In particular, I examine how out-group members leverage their out-group status to derive social and economic value for themselves. I call such out-group participants identity entrepreneurs. Identity entrepreneurship is neither inherently good nor inherently bad. Rather, it is a complicated phenomenon with both positive and negative consequences. Finally, the Article considers the appropriate response to identity entrepreneurship. We should design laws and policies to maximize both individual agency and access to information for out-group members. Such reforms would protect individual choice while making clear the consequences of identity entrepreneurship both for individual identity entrepreneurs and for the out-group as a whole. A range of legal doctrines interact with and influence identity entrepreneurship, including employment discrimination under Title VII, rights of privacy and publicity, and intellectual property. Modifying these doctrines to take account of identity entrepreneurship will further progress toward an egalitarian society in which in-group and out-group identities are valued equally.

A közgazdaságtan és a szociológia határán - az identitás-gazdaságtan által felvetett elméleti kérdések (On the borders of economics and sociology. Theoretical questions raised by identity economics)

A tanulmány az identitás-gazdaságtan megközelítését és az általa felvetett elméleti kérdéseket kívánja bemutatni. E tan kiinduló tétele George A. Akerlof és Rachel E. Kranton szerint az, hogy a közgazdaságtanban használt hasznosságfüggvénybe be kell emelni az emberek énképének és az ezzel kapcsolatos egyéni mérlegelésnek a szempontjait. Ezt az indokolja, hogy az emberek társadalmi csoportokhoz/kategóriákhoz tartoznak, amelyekhez normarendszer társul, azaz ha viselkedésükkel megsértik a normákat, akkor önképük sérül, és ezáltal csökken a hasznosságuk is. A tanulmányban bemutatjuk, hogy ez a szemlélet az embereket "túlszocializált" társadalmi szereplőkként mutatja be, akik kevéssé reflektálnak a helyzetükre. További kérdéseket vetnek fel az elmúlt években végzett szociálpszichológiai és viselkedés- gazdaságtani kísérletek, amelyek rámutatnak, hogy az identitás- gazdaságtani elmélet egyik alapját jelentő normák erősen függnek szituációs tényezőktől. _____ The paper introduces the approach of identity economics and the theoretical questions raised by its arguments. According to Akerlof and Kranton, individual identity and personal calculations in relation to this identity should be incorporated into the utility function applied in economics, so that people are placed in social categories that involve normative systems. In line with this, if their actions breach the social norms, this affects negatively their self-image, so in turn decreasing their utility. The paper argues that this approach presents humans as "overly socialized" social actors who do not reflect on their situation. Further questions could be raised by experiments in social psychology and behavioral economics conducted in recent years. The results highlight the fact that the norms which serve as the basis for the theory of identity economics depend strongly on the context and given situation.

Da natureza do espaço ao espaço da natureza : reflexões sobre a relação corpo-natureza em parque publicos urbanos

Universidade Estadual de Campinas. Faculdade de Educação Física

Mulheres em movimento : identidade coletiva e subjetividade nas praticas culturais de lazer na cidade de Diadema

Universidade Estadual de Campinas . Faculdade de Educação Física

Singing in the Rain Forest: How a Tropical Bird Song Transfers Information

How information transmission processes between individuals are shaped by natural selection is a key question for the understanding of the evolution of acoustic communication systems. Environmental acoustics predict that signal structure will differ depending on general features of the habitat. Social features, like individual spacing and mating behavior, may also be important for the design of communication. Here we present the first experimental study investigating how a tropical rainforest bird, the white-browed warbler Basileuterus leucoblepharus, extracts various information from a received song: species-specific identity, individual identity and location of the sender. Species-specific information is encoded in a resistant acoustic feature and is thus a public signal helping males to reach a wide audience. Conversely, individual identity is supported by song features susceptible to propagation: this private signal is reserved for neighbors. Finally, the receivers can locate the singers by using propagation-induced song modifications. Thus, this communication system is well matched to the acoustic constraints of the rain forest and to the ecological requirements of the species. Our results emphasize that, in a constraining acoustic environment, the efficiency of a sound communication system results from a coding/decoding process particularly well tuned to the acoustic properties of this environment.

The look of royalty: visual and odour signals of reproductive status in a paper wasp

Reproductive conflicts within animal societies occur when all females can potentially reproduce. In social insects, these conflicts are regulated largely by behaviour and chemical signalling. There is evidence that presence of signals, which provide direct information about the quality of the reproductive females would increase the fitness of all parties. In this study, we present an association between visual and chemical signals in the paper wasp Polistes satan. Our results showed that in nest-founding phase colonies, variation of visual signals is linked to relative fertility, while chemical signals are related to dominance status. In addition, experiments revealed that higher hierarchical positions were occupied by subordinates with distinct proportions of cuticular hydrocarbons and distinct visual marks. Therefore, these wasps present cues that convey reliable information of their reproductive status.

Mobilidade social, identidade e valores: o regresso de emigrantes no Minho

Dissertação de mestrado em Sociologia (área de especialização em Políticas Comunitárias e Cooperação Territorial)

Il desiderio materno nei casi di maltrattamento infantile

The work of this thesis would like to investigate two particular questions about the care of underage: on the one hand, the maltreatment, and the mother's desire on the other hand. About the first, this proposal try to underscore the elaborate irregularity and disparity related to this phenomenon and his historical evolution. The objective's thesis propose to underline that the abuse crosses the crisis of educational dimension inside and outside the family. We are talking about a type of crisi that places at the origin of a specific clinic and that it is about the maltreatment designated, at the same time, to cope with the educational void and with the ill-treated under age's hardships. The so-called clinic of the maltreatment horns, therefore, with the purpose to join and to set in order the normative and educational aspects. However, the prescriptive requirement is intended to measure against the same one crisis in a paradoxical way; the laws and the juveniles court must make up for the lack absence of the rules that characterized the maltreatment, getting around to use the typical reference that traditionally were been at the base of the educational way's construction. The same crimes on underage often found in the father the responsibility. The requirements and the therapeutic needs has utilized the theoretical construct of the trauma as the key line of clinical practice. On the one hand, the trauma was been paired controversially to the psychoanalytical concepts as the notion of the phantom, in the same manner that the objective truth is been opposed to the notion of the imagination and fantasy; on the other hand, the trauma was gotten to be the mark and the characteristic that defined the individual identity of the mistreated persons, regardless of the person's clinical structure or, generally, regardless of the their individual position. Both the normative demand and therapeutic converge on the idealization of the imaginary figure that is able to supply to every type of maltreatment: the mother. This position is connected on theoretical construct well-established in the mythology, that associated the mother figure to a natural dimension; this is related to the second point at issue: the mother's desire. The awareness of the mother figure in natural and idealized terms describes accusingly and negatively the trauma, without seeing the difference between trauma that helps to give a structure to the individual position from the trauma solely devastating. The mother's mythology, therefore, is in an evident antagonism with the female figure and woman's sexuality. In these way the maltreatment's clinic suggests that a woman is able to be a mother only when she doesn't appreciate the rule of female. This situation preclusives a comparison with own sexuality and gives to the women a complex of castration. The clinic cases reported highlight as these difficulties are the expression of the familiarity's heredity that wasn't been sufficiently elaborated. This condition (into the relation between mother and his child) turn the infant in the incapacity to symbolized and it doesn't help him to accede to the positive trauma, to the language and to the edipic rule; this is the reason why the child toils difficulties to approach to own personality and to orient himself in the relation with his body, with the body of the adults and the same age children.

Comunidad y ciudadanía activa: fenomenología de una ocupación ética en un contexto de inmigración

La teoria i la praxi de la investigació qualitativa actual és hereva de la tradició fenomenològica. L’objectiu de la investigació està relacionat amb la comprensió profunda de les dimensions de l’educació i el treball, així com la seva significació per a les dones i els homes amb històries de vida marcades per la immigració. També, el treball de la investigació actual analitza la construcció de una identitat individual i col•lectiva de les dones i els homes amb una història d’immigració i reflexiona com desenvolupen el seu compromís a través d’una ocupació ètica. Es fa èmfasi en els elements transversals de la cultura i les construccions de gènere dins del domini de treball i educació. El mètode biogràfic narratiu es va utilitzar per estudiar les qüestions plantejades per la investigació. El procés de triangulació de les veus de les dones, els homes i de l’organització participant es va duu a terme per assegurar la validesa dels resultats i es van interpretar els indicadors de la recerca des del marc teòric proposat. A mode de conclusió, el treball es refereix a la formació permanent i considera que la violació del dret a l’educació és un factor que limita les oportunitats d’experimentar aquest tipus d’ocupació i, té efectes en la integritat personal i col·lectiva. Esperem que aquesta investigació pugui contribuir a la política d’immigració de les diferents organitzacions.