Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study

A plethora of evidence suggests that developed societies such as the United Kingdom are becoming increasingly multicultural by the day. Hence, the diversity of consumption in these societies becomes gradually evident in the form of residents’ age, gender, income and ethnicity. Accordingly, this article explores the brand personification and symbolic consumption in respect of London-based Black African teenage consumers. The study is rooted in the interpretive research paradigm with 36 in-depth interviews conducted with the target respondents. The study shows the interactions of personal, social, cultural, psychological and commercial factors in how these young ethnic minority consumers make their consumption decisions, define and manage their various ‘selves’ in the postmodern society. It specifically highlights that they use symbolic consumption to address their need for acceptance in the society. It updates the extant ethnic minority studies and enriches the current understanding about symbolic consumption and brand personification especially with a focus on a specific segment of the society. The managerial implications of the study are highlighted in the article.

Symbolic consumption of tourism destination brands

Electronic word-of-mouth (eWOM) is recognised as a means of interpersonal communication and a powerful marketing tool. However, previous studies have focussed on related motivations, and limited attention has been given to understanding the antecedents of eWOM communication behaviour in the travel industry. This study proposes a full and partial mediation model, which brings together for the first time three key antecedents: adoption of electronic communication technology, consumer dis/satisfaction with travel consumption experience, and subjective norm. The model aims to understand the impact of these antecedents on travellers' attitude towards eWOM communication and intention to use eWOM communication media. The data were collected from international travellers (n = 524), and structural equation modelling is used to test the conceptual framework. The findings of the study suggest that overall attitude towards eWOM communication partially mediates the impact of the traveller's adoption of electronic communication technology and subjective norm, and fully mediates the impact of consumer dis/satisfaction with travel consumption experience on travellers' intention to use eWOM communication media.

Radzenie sobie z zagrożeniem tożsamości społecznej i osobistej – moderująca rola konstruktu Ja

Wydział Nauk Społecznych: Instytut Psychologiii

Exploring the role the brand plays in the choice of charity by UK volunteers

Charities need to understand why volunteers choose one brand rather than another in order to attract more volunteers to their organisation. There has been considerable academic interest in understanding why people volunteer generally. However, this research explores the more specific question of why a volunteer chooses one charity brand rather than another. It builds on previous conceptualisations of volunteering as a consumption decision. Seen through the lens of the individual volunteer, it considers the under-researched area of the decision-making process. The research adopts an interpretivist epistemology and subjectivist ontology. Qualitative data was collected through depth interviews and analysed using both Means-End Chain (MEC) and Framework Analysis methodology. The primary contribution of the research is to theory: understanding the role of brand in the volunteer decision-making process. It identifies two roles for brand. The first is as a specific reason for choice, an ‘attribute’ of the decision. Through MEC, volunteering for a well-known brand connects directly through to a sense of self, both self-respect but also social recognition by others. All four components of the symbolic consumption construct are found in the data: volunteers choose a well-known brand to say something about themselves. The brand brings credibility and reassurance, it reduces the risk and enables the volunteer to meet their need to make a difference and achieve a sense of accomplishment. The second closely related role for brand is within the process of making the volunteering decision. Volunteers built up knowledge about the charity brands from a variety of brand touchpoints, over time. At the point of decision-making that brand knowledge and engagement becomes relevant, enabling some to make an automatic choice despite the significant level of commitment being made. The research identifies four types of decision-making behaviour. The research also makes secondary contributions to MEC methodology and to the non-profit context. It concludes within practical implications for management practice and a rich agenda for future research.

Memórias midiatizadas: percepções sobre ciência reconfiguradas a partir do consumo midiático

This piece focuses on the issue of media in the contemporary context, taking for its object the sociocultural phenomenon of mediatization‟, understood as the dilution of media culture in the everyday life, according to the perspective from Fausto Neto (2008) e Sodré (2002). This phenomenon is viewed from the angle of reception, that is, one that considers the individuals as pro-actives in this dynamic. The media culture is perceived as a fundamental element in the process of social structuring, and also is taken as a symbolic arm of great importance for the elaboration of the notion of reality as it interferes with the flow of information. Thus, we emphasize the process of symbolic consumption that we do with media content (Canclini, 1999), through a dynamic of appropriation and reframing, given from the interweaving of the meanings proposed with extra-media elements, recaptured from the perspective of mediations, by Barbero (2006), which concerns the articulation of the contents we appropriate from media with interactions from other social practices. We also consider the dimension of memory according to Sarlo (2007) and Halbwachs (2004) in order to, through speeches made in its scope, reach empirically the phenomenon of mediatization‟, and overlapping it, the media consumption on a specific theme, "science". Nevertheless, in terms of field work, we use the technique of in-depth interviews, so that the speech of our interviewers was our corpus. Through their narratives, speeches considered by us as memory-related, we visualize the dynamics of media consumption on given topic. At the level of conclusions, we realize that mediatization‟ as a phenomenon occurred, but its flows and orders showed discontinuities and pluralities not initially conceived; regarding the consumption of science through media, we see hybrid perceptions by our respondents, that is, one that include both elements aligned with the positivist conception of science - which we consider to be the view of science proposed by the media and elements that would contradict this view

Australian Indigenous Art : Local Dreamings, Global Consumption (Autohtona Australijska Umetnost : Lokalno Sanjarenje, Globalna Potražnja)

Indigenous Australian visual art is an outstanding case of the dynamics of globalization and its intersection with the hyper-local wellsprings of cultural expression, and of the strengths and weaknesses of state, philanthropic and commercial backing for cultural production and dissemination. The chapter traces the development of the international profile of Indigenous ‘dot’ art – a traditional symbolic art form from the Western Desert – as ‘high-end’ visual art, and its positioning within elite markets and finance supported by key international brokers, collectors and philanthropists.

Under the sign of consumption

The series of enunciations exposed in this work attempts to establish a conceptualization of consumption in relation to the communication and reception processes of symbolic goods. In addition, it will attempt to account for some possible derivations of the problem in question. The article explores different definitions penned by diverse authors seeking to set out the essential aspects concerning the object of study Thus, consumption becomes a space within which the appropriation of material and symbolic goods, social differentiation and symbolic class distinctions, integration, communication, amongst other things, take place. Despite the fact that none can sufficiently explain all the peculiarities related to consumption practices, all offer enriching insights that help us understand the concept we are dealing with. This is why the purpose of the present formulation is to reflect from another perspective, stressing the particularisms. And, in this way, to begin to lift the veil that conceals the forces of the social matrix

Under the sign of consumption

The series of enunciations exposed in this work attempts to establish a conceptualization of consumption in relation to the communication and reception processes of symbolic goods. In addition, it will attempt to account for some possible derivations of the problem in question. The article explores different definitions penned by diverse authors seeking to set out the essential aspects concerning the object of study Thus, consumption becomes a space within which the appropriation of material and symbolic goods, social differentiation and symbolic class distinctions, integration, communication, amongst other things, take place. Despite the fact that none can sufficiently explain all the peculiarities related to consumption practices, all offer enriching insights that help us understand the concept we are dealing with. This is why the purpose of the present formulation is to reflect from another perspective, stressing the particularisms. And, in this way, to begin to lift the veil that conceals the forces of the social matrix

Under the sign of consumption

The series of enunciations exposed in this work attempts to establish a conceptualization of consumption in relation to the communication and reception processes of symbolic goods. In addition, it will attempt to account for some possible derivations of the problem in question. The article explores different definitions penned by diverse authors seeking to set out the essential aspects concerning the object of study Thus, consumption becomes a space within which the appropriation of material and symbolic goods, social differentiation and symbolic class distinctions, integration, communication, amongst other things, take place. Despite the fact that none can sufficiently explain all the peculiarities related to consumption practices, all offer enriching insights that help us understand the concept we are dealing with. This is why the purpose of the present formulation is to reflect from another perspective, stressing the particularisms. And, in this way, to begin to lift the veil that conceals the forces of the social matrix

Mobile phone consumption and implications for SMS marketing

This paper reports on a Q-methodology study on the consumption of mobile phones and opinions on SMS-marketing, extracted from interpretive interviews and focus groups. The Metaphors Q-sort, developed within a framework of Holt's (1995) four metaphors of consumption, identifies three experiential value clusters in the consumption of mobile phones: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revelers. The SMS-marketing Q-sort identifies two key clusters of subjective opinions on various aspects of SMS-based mobile-marketing. By integrating the findings from these two Q-sorts, we demonstrate that while all three value clusters express positive opinions towards ‘location specific’ and ‘customer initiated contact’ SMS-marketing, there are noticeable differences in how marketers should develop their strategies to maximize the consumers’ perceived experiential value derived from the consumption of their mobile phones. Keywords: mobile phones; experiential consumption: SMS-marketing; Q-methodology

M-technology, Consumption and Gambling: A Conceptualisation of Consumer Vulnerability in an M-gambling Marketplace

Technology imbued m-marketing systems influence the consumptive lives of citizens, by facilitating anytime, anywhere business-to-consumer interactions. Business pundits’ enthusiasm towards mobile services (m-services) has been driven by the promise of a marketspace context involving seamless, business-to-consumer interactions that can be simultaneously impulse-driven, highly entertaining and omnipresent. Arguably, gambling too is impulse-driven, exciting and easily accessible. An important question that needs to be addressed is: how the convergence of mobile technology and gambling will impact the millennial consumer. The authors address this question by examining the contextually bounded interactions between internal and external factors that make mobile phone users potentially vulnerable during m-gambling interactions. By examining key themes that describe the convergence of m-technology and gambling, we clarify the experiential nature of m-gambling and its relationship to consumer vulnerability.