Mastering survivorship: How brands facilitate the transformation to heroic survivor

Hollenbeck, Candice R.; Patrick, Vanessa M.

doi:10.1016/j.jbusres.2015.07.022

Cited by 13 publications

(18 citation statements)

References 64 publications

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“…Lacing her Reeboks to go for a run means building a more independent self. Turning to people trying to cope with cancer, Hollenbeck and Patrick (2016) suggest that a brand like Nike can provide hope by tangibly attesting that one’s identity has been restored. Brands soothe because they provide stability and hope.…”

Section: The Role Of Brands In Identity Reconstructionmentioning

confidence: 99%

“…Of the many social and emotional benefits that brands bring to consumers, the mollifying and supportive ones include soothing social anxieties (Seregina and Schouten, 2017), nurturing social connections (Muñiz and O’Guinn, 2001; Snyder and Newman, 2019) and endowing consumers with pride (Hollenbeck and Patrick, 2016). The emotional and social benefits that brands bring to consumers are numerous.…”

Section: Introductionmentioning

confidence: 99%

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Brand magnification: when brands help people reconstruct their lives

Fuschillo

Cayla

Covà

2022

EJM

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Purpose This paper aims to detail how consumers can harness the power of brands to reconstruct their lives. Design/methodology/approach The authors followed five brand devotees over several years, using various data collection methods (long interviews, observations, videos, photographs and secondary data) to study how they reconstructed their lives with a brand. Findings Consumers transform their existence through a distinctive form of brand appropriation that the authors call brand magnification, which unfolds: materially, narratively and socially. First, brand devotees scatter brand incarnations around themselves to remain in touch with the brand because the brand has become an especially positive dimension of their lives. Second, brand devotees mobilize the brand to craft a completely new life story. Finally, they build a branded clan of family and friends that socially validates their reconstructed identity. Research limitations/implications The research extends more muted depictions of brands as soothing balms calming consumer anxieties; the authors document the mechanism through which consumers remake their lives with a brand. Practical implications The research helps rehabilitate the role of brands in contemporary consumer culture. Organizations can use the findings to help stimulate and engage employees by unveiling the brand’s life-transforming potential for consumers. Originality/value The authors characterize a distinctive, extreme and unique form of brand appropriation that positively transforms consumer lives.

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Section: The Role Of Brands In Identity Reconstructionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Brand magnification: when brands help people reconstruct their lives

Fuschillo

Cayla

Covà

2022

EJM

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“…Mine involved mountains, sinking and emotional connection with my mother. Others such as Hollenbeck and Patrick (2016) and Parsons et al (2008) found new health ontologies based on mastery of beating cancer and resuming paid employment. Neither of these was significant for me, reiterating the personal nature of transformation.…”

Section: Conclusion and Implications For Integrated Healthcarementioning

confidence: 99%

“I just don’t feel like myself anymore”: putting the patient’s voice into integrated care

Ferguson

2018

EJM

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Purpose This paper aims to elucidate health-related transformations experienced by an individual. Building from personal experience offers an understanding of the relational dynamics at play within health transformations, which makes a contribution to realising and facilitating the agency of the patient in systems of integrated care. Design/methodology/approach Introspection can be used as a methodology to elucidate messy and personal affective experiences. The author’s introspection is an 18-month catalogue and analysis from diagnosis of breast cancer through significant stages of rehabilitation. Reflexive introspection has gained traction in health research due to its cathartic benefits, whilst this approach offers much; a key challenge for integrated care is translating deeply personal and subjective introspections into strategic-level application. Findings Using Turner’s (1969) concept of liminality, this research explicates key relational dynamics of health-related transformations experienced by an individual. By recognising changes in affective being as a pivotal point in rehabilitation, this work links embodied transformation as a critical antecedent to a patient’s willingness to engage his/her agency in their rehabilitation. Originality/value Whilst recognising that integrated care is patient-centred and seeks to incorporate the patient’s voice, this research gives insight into how the author, as a patient, engaged her agency in her rehabilitation through building her own transformed personal ontologies of health.

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“…Se a cultura é a definição do que uma sociedade é, o consumo é uma de suas representações mais distintas, pois, os consumidores escolhem as marcas para comunicar sua identidade ambicionada (Hollenbeck & Patrick, 2016, Belk, 1988, Holt, 1995. Assim, o consumo permite aos consumidores integrarem-se a si mesmos e aos objetos, permitindo-se, assim, o acesso a propriedades simbólicas do objeto (Holt, 1995) e estas propriedades servem para classificar consumidores, para construir afiliações e ou aumentar distinções (Goldsmith & Clark, 2012).…”

Section: Consumounclassified

O Canon do Consumo do Universo Star Trek no Brasil

Galvão

Pépece

Mota

2018

CBR

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Esta pesquisa tem como objetivo descrever como se dá o consumo do Universo Star Trek (UST) pelos fãs no Brasil. Seguindo os pressupostos referentes à Teoria da Cultura de Consumo, a pesquisa com natureza qualitativa e fins descritivos, buscou identificar e descrever, a partir da análise de conteúdo, o referido consumo pela imersão no ambiente de fã do Star Trek no Brasil. Os dados foram coletados: por observação e entrevista com grupos de fãs de comunidades sociais como o Second Life, facebook e whatsapp; pela participação como membro de fãs clubes em grupos de discussão on line; pela participação em eventos presenciais; pela análise de séries, filmes e documentários disponíveis em arquivo eletrônico; bem como, pela identificação de produtos para consumo em buscas na internet. Os resultados permitiram a criação de um Canon da Cultura de Consumo Star Trek e este explica o consumo do UST no país.

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Mastering survivorship: How brands facilitate the transformation to heroic survivor

Cited by 13 publications

References 64 publications

Brand magnification: when brands help people reconstruct their lives

Brand magnification: when brands help people reconstruct their lives

“I just don’t feel like myself anymore”: putting the patient’s voice into integrated care

O Canon do Consumo do Universo Star Trek no Brasil

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