Relationship marketing and the order of simulation

Østergaard, Per; Fitchett, James

doi:10.1177/1470593112451393

Cited by 10 publications

(15 citation statements)

References 62 publications

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“…The approach adopted in this article aligns with those believing that social theory-informed critiques of marketing processes have the potential to generate valuable advances in marketing theory (Østergaard and Fitchett, 2012). Self-branding as here evidenced combines the curation of an online branded persona with the strategic management of social relationships, pointing at the acquisition of a reputational capital which may be mobilized and accessed by professionals embedded within a network of personal contacts (Granovetter, 1973(Granovetter, , 1985.…”

Section: Introductionmentioning

confidence: 91%

Digital work

Gandini

2015

Marketing Theory

201

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Existing research shows that self-branding in the knowledge economy is a key promotional device for the pursuit of self-realization in a context that reifies entrepreneurialism as the main ideological stance. However, there is still reluctance to fully acknowledge the processes of sociality that constitute self-branding practice. While the relationship between branding and the affective dynamics of social production of value fostered by the diffusion of Web 2.0 is widely acknowledged in the literature, there still seems to be a lack of understanding of the extent to which self-branding relates to social relationships in the production of socialized value for individuals. The study of selfbranding practices across digital freelance professions in the knowledge economy reveals how social media has come to represent a working tool that serves the curation of a professional image and the management of social relationships via the enactment of performative practices of sociality, which exist around a shared notion of reputation as value. Here, self-branding becomes an investment in social relationships with expected return for the acquisition of a reputation. This substantially equates self-branding with what social theory calls social capital, being instrumental to secure employment in the freelance-based labour market of the digital knowledge economy.

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Section: Introductionmentioning

confidence: 91%

Digital work

Gandini

2015

Marketing Theory

201

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“…His early work builds on Marxist ideas and remains relatively structuralist, but he later moved toward more explicitly post-Marxian perspectives, writing in a more fatalistic fashion that shows a profound ambivalence in the face of the meaninglessness of consumer culture. It is somewhat curious that his impact in marketing and consumer research has been relatively limited, even though he arguably provides the loudest and most sustained post-structural engagement with consumer culture and offers a variety of ways to critically engage and reread market phenomena (see Østergaard and Fitchett, 2012).…”

Section: Baudrillard’s System Of Commodity Markets Under the Excessivmentioning

confidence: 99%

“…Building on this, we adopt Jean Baudrillard’s critical social theory to assess the construction and maintenance of this binary logic in marketing scholarship and to explore how it persists as a normative framework that perpetuates the myth of authenticity in global markets. Baudrillard’s semiotic perspective (also Cherrier and Murray, 2004; Østergaard and Fitchett, 2012) allows us to conceptually focus on the uneasy relationship between authentic and counterfeit in branded luxury markets as an inextricable system of signs.…”

Section: Introductionmentioning

confidence: 99%

“…Our objectives are twofold. First, we assess how luxury markets as systems of signs have increasingly lost their ability to signify stable meanings (also Østergaard and Fitchett, 2012), and we explore how authentic/counterfeit distinctions inextricably intertwine in intensifying fashion where their separation is typically assumed in extant literature. Second, to problematize binary representations, we develop an argument regarding how branded luxury markets could be characterized semiotically as an excessive interplay of seduction and ambivalence.…”

Section: Introductionmentioning

confidence: 99%

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Seduced by “fakes”: Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective

et al. 2019

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Authenticity has often been considered to be a key theme in contemporary consumer culture. One of its manifestations is how branded market offerings can maintain authentic meanings, especially in a market increasingly saturated with counterfeit substitutes. By following a Baudrillardian perspective, we focus on fashion objects in the “branded luxury” category to problematize the sanctity of the authentic/counterfeit distinction. We argue that marketing literature generally attempts to normatively maintain and impose the distinction in ways that obscure the complexities of this conceptual interplay. We posit that instead of normative accounts that attempt to sanctify the extant orders of global capitalist markets, literature on luxury consumption should instead recognize the excess of meaning in the semiotic interplay of commodified authentic/counterfeit meanings. Any view of morality in luxury consumption should thus recognize “ambivalence” and “seduction” as its intensive qualities.

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“…Intensified with online connectivity and global trade, the logics of market-based accumulation seem to be increasingly permeating all levels of social activity, rendering personal characteristics and histories marketable assets that can be acquired and traded as endless sets of derivative commodities (Arvidsson, 2016; Zwick and Denegri-Knott, 2009). All social activities are thus increasingly subsumed into significations of market-based value and are thus understandable by virtue of their relative place in a system of exchange and consumption (Hietanen et al, 2018; Østergaard and Fitchett, 2012). Following these developments, we increasingly understand and describe the performance of human activities and institutions using nomenclature and terminology derived from managerial discourse (Fisher, 2009; Harvey, 2001, 2012; Wernick, 1991).…”

Section: Introductionmentioning

confidence: 99%

Performing place promotion—On implaced identity in marketized geographies

2019

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In the period that has become known as late capitalism, processes of commercialization are continuously taking on new forms. These tendencies enact an influence on how people understand themselves, the social relations they engage in, and the world around them. Geographical knowledge is no exception and has become increasingly shrouded in the language, symbolism, and tropes of marketing. Following the work of Judith Butler, we explore how these tendencies have profound implications on our self-construal, making discursive “implacement” an expedient factor in the marketization of identity. Further, we examine how two interrelated marketing discourses deal with places as commercial entities: the country-of-origin effect and place branding. In their commercial vernacular, they provide salient examples of subtle yet inescapable effects on the understanding of self-construal. In presenting this sensitizing diagnostic, we hope to further advance issues of stakeholdership as it pertains to the place-world and to offer new trajectories of critical inquiry into the commercial relevance of place.

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Relationship marketing and the order of simulation

Cited by 10 publications

References 62 publications

Digital work

Digital work

Seduced by “fakes”: Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective

Performing place promotion—On implaced identity in marketized geographies

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