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• W2022946483 startingPage "189" @default.
• W2022946483 abstract "Purpose – This paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social.Design/methodology/approach – A critical approach to ethnography is adopted and implemented in light of the French sociologist Pierre Bourdieu's ethnographic modeling technique of “participant objectification”.Findings – The paper demonstrates from the customer standpoint, of a case of a grocery retailer, the ability of critical ethnography to dialectically model the branding process as an organic cultural whole, which envelops an intricate set of different, yet interdependent, social and managerial systems, functioning in a coherent and complementary manner.Research limitations/implications – The empirical evidence is limited to the area of grocery retailing. Thus, widening the application of the technique in other areas would be desirable.Practical implications – The dialectical nature of the critical approach to model..." @default.
• W2022946483 created "2016-06-24" @default.
• W2022946483 creator A5046912320 @default.
• W2022946483 creator A5063998336 @default.
• W2022946483 date "2010-04-06" @default.
• W2022946483 modified "2023-09-26" @default.
• W2022946483 title "Modeling in branding: a critical ethnography approach" @default.
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• W2022946483 doi "https://doi.org/10.1108/13522751011032610" @default.
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