Liberatory Postmodernism and the Reenchantment of Consumption

Fırat, A. Fuat; Venkatesh, Alladi

doi:10.1086/209448

Cited by 1,146 publications

(799 citation statements)

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“…The postmodern era faces the lack of "symbolic literacy" [14]- [16], which occurs when consumers do not perceive the sense of things or their basic meaning. As [1] mentioned, symbols have no specific source and can be controlled with the help of the system of signs.…”

Section: A Emotional Marketingmentioning

confidence: 99%

The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam

Khương¹,

Tram²

2015

JOEBM

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Abstract-This study was conducted to identify the impacts of emotional marketing on purchase decision. Quantitative approach was the major method used and a self-administered questionnaire survey was conducted with sample size of 197 consumers who used the products of OMO washing powder, Neptune oil, Kotex tampon, and Red Bear noodle. The results showed that all factors of emotional marketing were positively associated with consumers' purchase decision. In addition, this study argues that, in order to achieve high level of consumers' purchase decision, companies employing emotional marketing should; a) focus on symbols of emotional advertising clips, b) concentrate on images of emotional adverting, and c) create self-identification elements. In addition, the empirical results showed that the purchase decision was directly affected by factors of brand recall, brand recognition and perceived quality of product. On the other hand, the factors of kind of media, meaning and form, cultural symbols indirectly affected the purchase decision.

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Section: A Emotional Marketingmentioning

confidence: 99%

The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam

Khương¹,

Tram²

2015

JOEBM

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“…Likewise, the juxtapositioning of opposite truths is becoming generally accepted (cf. Firat and Venkatesh, 1995) which, e.g., is demonstrated in practice by the emergence of new and successful business models in saturated markets (Lee and Chang, 2007;Gottschalk, 2006). In sum, what is accepted as a right and useful process for one KBO can be found impeding and henceforth false by another similar KBO (Davenport, 2005;Drejer, 2008).…”

Section: Ontological Foundationmentioning

confidence: 99%

Learning styles and organisational development in practice: an exploratory study of how learning styles and individual learning strategies can facilitate organisational development

Brix

Lauridsen

2012

IJIL

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Abstract:Issues of innovation and knowledge management are often treated from an organisational learning perspective. As a complement to this, there is a vast potential in the strategic enhancement of individual learning by implementing learning styles profiles and creating personal learning strategies for management and employees in a knowledge-based organisation. Based on an action-research case study, we offer an example of how learning styles affects individual learning and thus personal knowledge creation in practice. The paper argues that innovation and knowledge management is enhanced and facilitated in practice by working with the learning styles of individuals and groups/teams. Keywords: learning styles; personal knowledge management; organisational development; learning; incremental innovation.Reference to this paper should be made as follows: Brix, J. and Lauridsen, K.M. (2012) 'Learning styles and organisational development in practice: an exploratory study of how learning styles and individual learning strategies can facilitate organisational development', Int.

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“…In other words, consumers can be neither totally alienated nor liberated from brands and markets. 16 Instead, they create alternative meanings and social codes regarding such brands in the markets, which can be defi ned as ' liberatory postmodernism ' , 17 -in order to differentiate themselves from consumption cycles of the company-created consumption system. 18 With the internet, consumer liberation from, and transformation of, symbolic meanings in the markets -which are mainly represented by brands -are much easier and the consumer is now able to make his / her disdain for these corporate-created meanings known.…”

Section: Typology Of Anti-brand Sites With Regard To Ndj Matrixmentioning

confidence: 99%