FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W1792308996> ?p ?o ?g. }

• W1792308996 abstract "The passive consumer is dead. At least according to rapports, articles and books published during the last ten to fifteen years. Due to several shifts in the consumer landscape, the consumers are now more connected than ever and interact with each other in a new multi-way eco system.This change has led to that the applicability of the Brand Management perspective is questioned when it comes to understanding brands. Researchers within the Consumer Culture Theory (CCT) perspective argue that the traditional management view is obsolete and cannot capture several important aspects of brands in relation to the new active consumer.Taking standpoint in a phenomena that are studied within both the research perspectives, namely how consumers understand brands, we have evaluated what perspective that it is the most suitable one when studying how consumers are participating in the formation, in the contemporary consumer landscape. By using focus groups, that allowed us to both capture characteristics of the new consumer landscape and shift between techniques used within both the perspectives, we were able to derive data that could be analysed from both the perspectives.The results revealed that cultural and social factors were important explanations when studying how consumers where participating in the formation of brand understandings. Since the foundation of the Brand Management perspective did not allow for these factors to be captured, using this perspective in this case would not be the best alternative. Instead, using the CCT perspective helped us to capture and analyse data that was more congruent with the contemporary consumer landscape. Besides, the Brand Management perspective does not acknowledge the consumer as an active participant when it comes to the understanding that is shared among consumers. However, the CCT perspective did allow for this and due to this fact we could reveal that the consumers actually were participating.Concluding that the CCT perspective is the more suitable alternative has led us to make important implications. Our results clearly emphasise that fact that it is important to always question the choice of perspective when analysing a specific phenomena, partly because it has a huge impact on what knowledge that can be produced and partly because changes in the surroundings might have undermined its adequacy. In other words, doing things as they always have been done is unwise and could result in distorted results, misleading future research and decisions." @default.
• W1792308996 created "2016-06-24" @default.
• W1792308996 creator A5002640653 @default.
• W1792308996 creator A5004678304 @default.
• W1792308996 date "2012-01-01" @default.
• W1792308996 modified "2023-09-27" @default.
• W1792308996 title "Brands- Putting perspectives into perspective" @default.
• W1792308996 cites W1045199299 @default.
• W1792308996 cites W1489109817 @default.
• W1792308996 cites W1528378517 @default.
• W1792308996 cites W1530487374 @default.
• W1792308996 cites W156858180 @default.
• W1792308996 cites W1607894652 @default.
• W1792308996 cites W1901865882 @default.
• W1792308996 cites W1936440459 @default.
• W1792308996 cites W1966747815 @default.
• W1792308996 cites W1993269294 @default.
• W1792308996 cites W1994323678 @default.
• W1792308996 cites W2003955127 @default.
• W1792308996 cites W2013161201 @default.
• W1792308996 cites W2024180819 @default.
• W1792308996 cites W2046500054 @default.
• W1792308996 cites W2070232523 @default.
• W1792308996 cites W2087932364 @default.
• W1792308996 cites W2117356399 @default.
• W1792308996 cites W2135910242 @default.
• W1792308996 cites W2154171840 @default.
• W1792308996 cites W2170518204 @default.
• W1792308996 cites W2272213790 @default.
• W1792308996 cites W2281721924 @default.
• W1792308996 cites W2325633443 @default.
• W1792308996 cites W2335393234 @default.
• W1792308996 cites W2413008011 @default.
• W1792308996 cites W2504714805 @default.
• W1792308996 cites W2600964816 @default.
• W1792308996 cites W2891626180 @default.
• W1792308996 cites W2941051228 @default.
• W1792308996 cites W2999507000 @default.
• W1792308996 cites W3121703968 @default.
• W1792308996 cites W3124394317 @default.
• W1792308996 cites W581683632 @default.
• W1792308996 cites W582555069 @default.
• W1792308996 cites W596112143 @default.
• W1792308996 cites W2475528867 @default.
• W1792308996 cites W3211221704 @default.
• W1792308996 hasPublicationYear "2012" @default.
• W1792308996 type Work @default.
• W1792308996 sameAs 1792308996 @default.
• W1792308996 citedByCount "0" @default.
• W1792308996 crossrefType "journal-article" @default.
• W1792308996 hasAuthorship W1792308996A5002640653 @default.
• W1792308996 hasAuthorship W1792308996A5004678304 @default.
• W1792308996 hasConcept C112698675 @default.
• W1792308996 hasConcept C12713177 @default.
• W1792308996 hasConcept C144024400 @default.
• W1792308996 hasConcept C144133560 @default.
• W1792308996 hasConcept C154945302 @default.
• W1792308996 hasConcept C162853370 @default.
• W1792308996 hasConcept C17744445 @default.
• W1792308996 hasConcept C199539241 @default.
• W1792308996 hasConcept C23213687 @default.
• W1792308996 hasConcept C2780966255 @default.
• W1792308996 hasConcept C2992166776 @default.
• W1792308996 hasConcept C41008148 @default.
• W1792308996 hasConceptScore W1792308996C112698675 @default.
• W1792308996 hasConceptScore W1792308996C12713177 @default.
• W1792308996 hasConceptScore W1792308996C144024400 @default.
• W1792308996 hasConceptScore W1792308996C144133560 @default.
• W1792308996 hasConceptScore W1792308996C154945302 @default.
• W1792308996 hasConceptScore W1792308996C162853370 @default.
• W1792308996 hasConceptScore W1792308996C17744445 @default.
• W1792308996 hasConceptScore W1792308996C199539241 @default.
• W1792308996 hasConceptScore W1792308996C23213687 @default.
• W1792308996 hasConceptScore W1792308996C2780966255 @default.
• W1792308996 hasConceptScore W1792308996C2992166776 @default.
• W1792308996 hasConceptScore W1792308996C41008148 @default.
• W1792308996 hasLocation W17923089961 @default.
• W1792308996 hasOpenAccess W1792308996 @default.
• W1792308996 hasPrimaryLocation W17923089961 @default.
• W1792308996 hasRelatedWork W1485743897 @default.
• W1792308996 hasRelatedWork W1555227848 @default.
• W1792308996 hasRelatedWork W1721598745 @default.
• W1792308996 hasRelatedWork W1793381581 @default.
• W1792308996 hasRelatedWork W2054617004 @default.
• W1792308996 hasRelatedWork W2102634803 @default.
• W1792308996 hasRelatedWork W2160327856 @default.
• W1792308996 hasRelatedWork W220180280 @default.
• W1792308996 hasRelatedWork W2285945819 @default.
• W1792308996 hasRelatedWork W2497179229 @default.
• W1792308996 hasRelatedWork W260570259 @default.
• W1792308996 hasRelatedWork W2737776886 @default.
• W1792308996 hasRelatedWork W280817179 @default.
• W1792308996 hasRelatedWork W2927146788 @default.
• W1792308996 hasRelatedWork W2946766195 @default.
• W1792308996 hasRelatedWork W3121785116 @default.
• W1792308996 hasRelatedWork W3124380807 @default.
• W1792308996 hasRelatedWork W589477471 @default.
• W1792308996 hasRelatedWork W6178838 @default.
• W1792308996 hasRelatedWork W80548337 @default.
• W1792308996 isParatext "false" @default.

• next