Special Session: Gazing into the shadows: Contemplating the research agenda for the dark side of brands and branding

Branding is one of the essential pillars of marketing, but not everything that brands represent is positive. Indeed, a considerable amount of brand-related activities takes place in the shadowy periphery of society. The purpose of this special session is to explore these darker sides of brands and branding and to spotlight a future research agenda related to two distinct yet interrelated trends—brands embracing the shadows and the shadows embracing branding. Brand researchers and managers recognize brands as complex, multifaceted entities that possess “good” and “ugly” qualities (Fitzsimons 2015). Some of the recently explored darker sides of brands and branding include links between brand attachment and community conflict manifested in oppositional “trash-talking” and “schadenfreude” feelings of pleasure for the opposition’s misfortune (e.g., Ewing et al. 2013; Hickman and Ward 2007; Japutra et al. 2014) and brands’ ability as cultural artifacts to invoke or exacerbate the vulnerability of individuals and communities who may feel ignored or misrepresented in brand communications (Kipnis et al. 2013; Schroeder and Borgerson 2005; Yang 2011). At the same time, revealing the darker side of a brand’s identity and then utilizing that revelation strategically to enhance perceptions of brand sincerity and authenticity is a growing trend in practitioner discourse (Silk 2015; Yakob 2015). Hence, there is a need for more research and critical reflection on brands in legitimate market contexts embracing their shadowy dimensions. On a related note, considerably less attention has been paid to the effects of legitimate branding techniques when utilized by “the darker side” of business, i.e., illegitimate market actors. However, a handful of pioneering studies demonstrate that branding strategies are being exploited by terrorist and drug trade groups (Breazeale et al. 2015; Kipnis et al. 2015; O’Sullivan 2014). Recently emerged findings explore the negative societal outcomes that result when branding strategies are applied in these contexts by organizations and individuals with more nefarious goals. The effects range from extremely harmful to the broader society (e.g., building awareness, reputation, and notoriety through brand identities that project power and strength—Breazeale et al. 2015; Kipnis et al. 2015) to mitigating potential risks to individual consumers (i.e., serving as means of differentiation, enabling consumers to generate and exchange information on degrees of risk associated with the consumption of particular brands—O’Sullivan 2014). In addition, practitioner research and media reports point to indirect risks that illegitimate actors embracing the power of branding pose to legitimate brands. Such risks encompass the ambush of established brand names for the marketing of illegitimate products. One such example received prominent media coverage when LeBron James heroin was introduced to the market in a twisted take on the power of celebrity brands (Palmer 2012). The session brings together branding, marketing strategy, and transformative consumer research scholars, to reflect upon recent theoretical and empirical advances and debate the future research agenda for the following two research streams: (1) the darker side of legitimate brands and (2) the darker side of branding as enacted by illegitimate market actors. The session is structured to present two studies contributing to each stream. Specifically, Japutra and Ekinci identify coping strategies deployed by consumers to deal with such negative consequences of legitimate branding as a perceived failure in self-brand relationship. Canhoto, Dibb, Nguyen, and Simkin shed light on how such failure perceptions can be triggered by dishonest and exploitative actions of legitimate firms and propose a framework that captures how the dark intentions and behaviors exhibited by organizations provoke and exacerbate consumer anguish and retaliation. Kipnis, Pullig, and Bebek offer insights into how wholesale drug trade actors effectively utilize visual brand identity signaling practices to build distinctiveness and credibility within their supply chains, posing a framework for these brands’ devalue. Breazeale and colleagues identify that the factors contributing to notoriety of violent extremist organizations are comparable to factors contributing to brand reputation of legitimate business organizations. The session highlights that exploitation of the dark side of brands is a growing concerning trend that poses significant threats to well-being of societies and demonstrates the need and the value of greater marketing research input in addressing this evolving problem

Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing

Within an institutional theory framework, this paper identifies three interconnected fields of the marketing institution – research, education, and practice – that contribute to advancing the diversity and inclusion discourse in promoting multicultural marketplace wellbeing. Conducting three studies, one in each field and across contexts in three continents, we identify barriers that inhibit effective implementation of diversity and inclusion initiatives in today’s multicultural marketplaces. These barriers exist within and across fields and pertain to cultural-cognitive (shared meanings), normative (normative factors), and regulatory (rules and systems) pillars supporting the existence or transformation of institutions. From our research findings, we provide specific guidance for institutional work within marketing’s fields and policy developments needed to advance diversity and inclusion engaged marketing (DIEM) for enhancing multicultural marketplace wellbeing

Constructing a bridge to multicultural marketplace well-being: a consumer-centered framework for marketer action

As modern societies have become increasingly diverse, we witness elevated tensions between different cultural groups. Through spaces and representations they create, marketers provide interaction for various groups and we argue that marketing science, education and practice can play a transformative role in addressing these tensions. Towards this end, this paper contributes in three areas. First, we examine the structures and mechanisms underlying tensions and argue for a change from current policies of tolerance that merely recognize diversity, to actively seeking a well-being-enhancing multicultural engagement. Second, we provide a conceptual framework, employing a bridge metaphor that identifies the interactive marketplace domains of multicultural engagement (security, visibility, opportunity, utility, competence, and cultural navigability). Third, from the framework, we derive an agenda for actions by marketing academe and practice to support each domain

Type II and VI collagen in nasal and articular cartilage and the effect of IL-1α on the distribution of these collagens

The distribution of type II and VI collagen was immunocytochemically investigated in bovine articular and nasal cartilage. Cartilage explants were used either fresh or cultured for up to 4 weeks with or without interleukin 1α (IL-1α). Sections of the explants were incubated with antibodies for both types of collagen. Microscopic analyses revealed that type II collagen was preferentially localized in the interchondron matrix whereas type VI collagen was primarily found in the direct vicinity of the chondrocytes. Treatment of the sections with hyaluronidase greatly enhanced the signal for both types of collagen. Also in sections of explants cultured with IL-1α a higher level of labeling of the collagens was found. This was apparent without any pre-treatment with hyaluronidase. Under the influence of IL-1α the area positive for type VI collagen that surrounded the chondrocytes broadened. Although the two collagens in both types of cartilage were distributed similarly, a remarkable difference was the higher degree of staining of type VI collagen in articular cartilage. Concomitantly we noted that digestion of this type of cartilage hardly occurred in the presence of IL-1α whereas nasal cartilage was almost completely degraded within 18 days of culture. Since type VI collagen is known to be relatively resistant to proteolysis we speculate that the higher level of type VI collagen in articular cartilage is important in protecting cartilage from digestion

The implementation of a translational study involving a primary care based behavioral program to improve blood pressure control: The HTN-IMPROVE study protocol (01295)

<p>Abstract</p> <p>Background</p> <p>Despite the impact of hypertension and widely accepted target values for blood pressure (BP), interventions to improve BP control have had limited success.</p> <p>Objectives</p> <p>We describe the design of a 'translational' study that examines the implementation, impact, sustainability, and cost of an evidence-based nurse-delivered tailored behavioral self-management intervention to improve BP control as it moves from a research context to healthcare delivery. The study addresses four specific aims: assess the implementation of an evidence-based behavioral self-management intervention to improve BP levels; evaluate the clinical impact of the intervention as it is implemented; assess organizational factors associated with the sustainability of the intervention; and assess the cost of implementing and sustaining the intervention.</p> <p>Methods</p> <p>The project involves three geographically diverse VA intervention facilities and nine control sites. We first conduct an evaluation of barriers and facilitators for implementing the intervention at intervention sites. We examine the impact of the intervention by comparing 12-month pre/post changes in BP control between patients in intervention sites versus patients in the matched control sites. Next, we examine the sustainability of the intervention and organizational factors facilitating or hindering the sustained implementation. Finally, we examine the costs of intervention implementation. Key outcomes are acceptability and costs of the program, as well as changes in BP. Outcomes will be assessed using mixed methods (<it>e.g</it>., qualitative analyses--pattern matching; quantitative methods--linear mixed models).</p> <p>Discussion</p> <p>The study results will provide information about the challenges and costs to implement and sustain the intervention, and what clinical impact can be expected.</p

The Inhibitory Effect of Salmon Calcitonin on Tri-Iodothyronine Induction of Early Hypertrophy in Articular Cartilage

Salmon calcitonin has chondroprotective effect both in vitro and in vivo, and is therefore being tested as a candidate drug for cartilage degenerative diseases. Recent studies have indicated that different chondrocyte phenotypes may express the calcitonin receptor (CTR) differentially. We tested for the presence of the CTR in chondrocytes from tri-iodothyronin (T3)-induced bovine articular cartilage explants. Moreover, investigated the effects of human and salmon calcitonin on the explants.Early chondrocyte hypertrophy was induced in bovine articular cartilage explants by stimulation over four days with 20 ng/mL T3. The degree of hypertrophy was investigated by molecular markers of hypertrophy (ALP, IHH, COLX and MMP13), by biochemical markers of cartilage turnover (C2M, P2NP and AGNxII) and histology. The expression of the CTR was detected by qPCR and immunohistochemistry. T3-induced explants were treated with salmon or human calcitonin. Calcitonin down-stream signaling was measured by levels of cAMP, and by the molecular markers.Compared with untreated control explants, T3 induction increased expression of the hypertrophic markers (p<0.05), of cartilage turnover (p<0.05), and of CTR (p<0.01). Salmon, but not human, calcitonin induced cAMP release (p<0.001). Salmon calcitonin also inhibited expression of markers of hypertrophy and cartilage turnover (p<0.05).T3 induced early hypertrophy of chondrocytes, which showed an elevated expression of the CTR and was thus a target for salmon calcitonin. Molecular marker levels indicated salmon, but not human, calcitonin protected the cartilage from hypertrophy. These results confirm that salmon calcitonin is able to modulate the CTR and thus have chondroprotective effects

The meaning and measurement of implementation climate

<p>Abstract</p> <p>Background</p> <p>Climate has a long history in organizational studies, but few theoretical models integrate the complex effects of climate during innovation implementation. In 1996, a theoretical model was proposed that organizations could develop a positive climate for implementation by making use of various policies and practices that promote organizational members' means, motives, and opportunities for innovation use. The model proposes that implementation climate--or the extent to which organizational members perceive that innovation use is expected, supported, and rewarded--is positively associated with implementation effectiveness. The implementation climate construct holds significant promise for advancing scientific knowledge about the organizational determinants of innovation implementation. However, the construct has not received sufficient scholarly attention, despite numerous citations in the scientific literature. In this article, we clarify the meaning of implementation climate, discuss several measurement issues, and propose guidelines for empirical study.</p> <p>Discussion</p> <p>Implementation climate differs from constructs such as organizational climate, culture, or context in two important respects: first, it has a strategic focus (implementation), and second, it is innovation-specific. Measuring implementation climate is challenging because the construct operates at the organizational level, but requires the collection of multi-dimensional perceptual data from many expected innovation users within an organization. In order to avoid problems with construct validity, assessments of within-group agreement of implementation climate measures must be carefully considered. Implementation climate implies a high degree of within-group agreement in climate perceptions. However, researchers might find it useful to distinguish implementation climate level (the average of implementation climate perceptions) from implementation climate strength (the variability of implementation climate perceptions). It is important to recognize that the implementation climate construct applies most readily to innovations that require collective, coordinated behavior change by many organizational members both for successful implementation and for realization of anticipated benefits. For innovations that do not possess these attributes, individual-level theories of behavior change could be more useful in explaining implementation effectiveness.</p> <p>Summary</p> <p>This construct has considerable value in implementation science, however, further debate and development is necessary to refine and distinguish the construct for empirical use.</p

Matrix Development in Self-Assembly of Articular Cartilage

Articular cartilage is a highly functional tissue which covers the ends of long bones and serves to ensure proper joint movement. A tissue engineering approach that recapitulates the developmental characteristics of articular cartilage can be used to examine the maturation and degeneration of cartilage and produce fully functional neotissue replacements for diseased tissue.This study examined the development of articular cartilage neotissue within a self-assembling process in two phases. In the first phase, articular cartilage constructs were examined at 1, 4, 7, 10, 14, 28, 42, and 56 days immunohistochemically, histologically, and through biochemical analysis for total collagen and glycosaminoglycan (GAG) content. Based on statistical changes in GAG and collagen levels, four time points from the first phase (7, 14, 28, and 56 days) were chosen to carry into the second phase, where the constructs were studied in terms of their mechanical characteristics, relative amounts of collagen types II and VI, and specific GAG types (chondroitin 4-sulfate, chondroitin 6-sulfate, dermatan sulfate, and hyaluronan). Collagen type VI was present in initial abundance and then localized to a pericellular distribution at 4 wks. N-cadherin activity also spiked at early stages of neotissue development, suggesting that self-assembly is mediated through a minimization of free energy. The percentage of collagen type II to total collagen significantly increased over time, while the proportion of collagen type VI to total collagen decreased between 1 and 2 wks. The chondroitin 6- to 4- sulfate ratio decreased steadily during construct maturation. In addition, the compressive properties reached a plateau and tensile characteristics peaked at 4 wks.The indices of cartilage formation examined in this study suggest that tissue maturation in self-assembled articular cartilage mirrors known developmental processes for native tissue. In terms of tissue engineering, it is suggested that exogenous stimulation may be necessary after 4 wks to further augment the functionality of developing constructs

Consumer ethnicity three decades after: a TCR agenda

Research into consumer ethnicity is a vital discipline that has substantially evolved in the past three decades. This conceptual article critically reviews its immense literature and examines the extent to which it has provided extensive contributions not only for the understanding of ethnicity in the marketplace but also for personal/collective well-being. We identify two gaps accounting for scant transformative contributions. First, today social transformations and conceptual sophistications require a revised vocabulary to provide adequate interpretive lenses. Second, extant work has mostly addressed the subjective level of ethnic identity projects but left untended the meso/macro forces affecting ethnicity (de)construction and personal/collective well-being. Our contribution stems from filling both gaps and providing a theory of ethnicity (de)construction that includes migrants as well as non-migrants