Struggle of the story: towards a sociocultural model of story world tension in communal consumption

This article examines the consumption of climbing tourists to Norway and Sweden to show how consumers are captured by collective story worlds in communal consumption. Whereas prior marketing research has been preoccupied with narrative transportation as a mental imagery process, we suggest a sociology of narrative approach that focuses on the institutional shaping of communities within which consumers engage in cultural formation with a shared social and historical context. Our empirical findings show that consumers in the climbing community experience two distinct story worlds, with different ethos, conventions and content rules, that structure why and how stories are told. We extend existing knowledge within marketing through a multifaceted understanding of how collective narratives operate and present a sociocultural model of story world tension in communal consumption.Struggle of the story: towards a sociocultural model of story world tension in communal consumptionpublishedVersio

Competing orders of worth in extraordinary consumption community

Author's accepted version (post-print).This is an Accepted Manuscript of an article published by Taylor & Francis in Consumption, Markets & Culture on 25/04/2018, available online: http://www.tandfonline.com/10.1080/10253866.2018.1456429.Available from 26/10/2019.acceptedVersio

Company versus country branding : "Same, same but different"

The aim of this study is to investigate whether countries can be branded like companies. Company brands are managed according to clear ownership and top-down control of brand management. In contrast, countries are governed according to the public interest, which requires transparency and participation. A major achievement of rethinking country branding is accomplished through a multinational newspaper content analysis, which enabled us to classify country associations according to variation in relational characteristics between source and target countries. The identified relationship forms - sibling, remote relative, and stranger - have important implications for managerial challenges in country branding with regard to organizational strategies for brand ownership, strategies for customization or standardization of core values across target markets, and communication strategies for country branding

Failure : Perspectives and prospects in marketing and consumption theory

Author's accepted version (postprint).This is an Accepted Manuscript of an article published by Sage in Marketing Theory on 11/02/2021.Available online: https://journals.sagepub.com/doi/pdf/10.1177/1470593121992539Failure is ubiquitous in popular and consumer culture. In this commentary, we interrogate discourses around failure and outline potential avenues of inquiry for the marketing and consumption theory disciplines. We begin by synthesizing how failure has hitherto been conceptualized in marketing theory. Then, we discuss how recent rethinking of failure in other disciplines can be meaningful for marketing thought, and propose a new agenda for marketing scholars for studying failure, that moves beyond studying failure as a primarily destructive phenomenon that arises predominantly in service encounters.acceptedVersio

Struggle of the story : towards a sociocultural model of story world tension in communal consumption

This article examines the consumption of climbing tourists to Norway and Sweden to show how consumers are captured by collective story worlds in communal consumption. Whereas prior marketing research has been preoccupied with narrative transportation as a mental imagery process, we suggest a sociology of narrative approach that focuses on the institutional shaping of communities within which consumers engage in cultural formation with a shared social and historical context. Our empirical findings show that consumers in the climbing community experience two distinct story worlds, with different ethos, conventions and content rules, that structure why and how stories are told. We extend existing knowledge within marketing through a multifaceted understanding of how collective narratives operate and present a sociocultural model of story world tension in communal consumption

Stakeholder influences on the ownership and management of festival brands

The purpose of this paper is to investigate how brand ownership in a multi-stakeholder environment influences festival branding. Through 14 case studies, it was revealed that many festivals co-brand through incorporation of city, geographical or sponsor names in the festival name. In Sweden, stakeholder involvement in the branding process was uniformly low, while in the Calgary festivals in Canada it ranged from low to high. As well, ownership of the brand was controlled singly by the Swedish festival organizations, while in Calgary most brands were diffusely owned through sponsors' involvement. Areas for further research on festival branding are suggested, including the need to further explore brand ownership and control within a stakeholder context. [ABSTRACT FROM AUTHOR