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Why ditching depth is dangerous: Insights from London into the social factors driving violent extremism
Michael Thompson and Michael McLean, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy.
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy. Qualitative research is one of the most effective ways of understanding the major issues facing society. However, it is argued that in the race to generate instant insight and to use technological solutions, researchers are at risk of overlooking the fundamental strengths of qualitative approaches - depth of insight and understanding of social context. The research described was undertaken in four London boroughs with the aim of generating understanding of attitudes towards terrorism. Qualitative research methods allowed a depth of understanding of the tensions in people's lives, and led to the development of a series of recommendations for reducing vulnerability to radicalisation.
Conspicuous Conservation: Using semiotics to understand sustainable luxury
Marie-Cecile Cervellon, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 695-717
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands. In doing so, it highlights the interest of using a combination of semiotics tools (Peirce's and Greimas' paradigms) to analyse consumers' discourses. Indeed, understanding the sign-value of a brand in relation to the natural environment and society is paramount to the development of CSR activities, in order to avoid, on one side, being perceived as greenwashing and, on the other, losing the brand meaning and authenticity. Findings indicate that the luxury clientele opposes 'ascribed luxury' (discreet and emphasising traditional manufacturing techniques) to 'achieved luxury' (conspicuous and marketed). The contribution of luxury brands to society welfare should be located on a continuum between sustainability in ethos and along the supply chain, and pure philanthropic actions, both being worthy in consumers' views, and both being expected from luxury brands to different degrees, depending on the brand ascribed or achieved status.
Seven errors in the challenge of climate change
Walter Longo, Market Leader, Quarter 4, 2013, pp. 38-41
This article challenges the conventional ideas that dominate the sustainability debate, arguing that the debate is too focused on present capabilities.
This article challenges the conventional ideas that dominate the sustainability debate, arguing that the debate is too focused on present capabilities. These errors include the belief that the solution to global warming depends on re-educating people and companies to limit their environmental impact and the assumption that current buildings need to be replaced with new, more environmentally friendly structures. The author offers counter-arguments and ways in which a more imaginative examination of future technological and behavioural innovations can provide more promising solutions.
The Rise of the New Billion-Dollar Brands: How today’s best brand s are converting social good into a billion-dollar proposition
Freya Williams, Admap, June 2013, pp. 35-37
This paper argues that, while brands must both maximise profit and be a force for social good in order to to remain relevant, many fail in this aim due to their poor marketing strategy.
This paper argues that, while brands must both maximise profit and be a force for social good in order to to remain relevant, many fail in this aim due to their poor marketing strategy. The soap manufacturer, Lever Bros (now Unilever), established in the UK in 1880, is cited as an exemplar of brands achieving both goals. Today, Unilever is seeing its share price benefit from its well-publicised sustainability efforts. Other companies, like Nike and GE, are also innovating around sustainability. But there are many failures to set against these successes - and much of the failure is due to bad marketing. The author advises brand owners to embrace differentiation, relevance and creativity in their cause-related marketing in order to maximise their profits and become a Lever Bros-style business.
The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention
Yoon-Joo Lee, Eric Haley and Kiseol Yang, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 233-253
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.
Baring it all: An exploration of the public vs. private face of modern women in Asia Pacific
Chris Casanare, Christina Inocentes and Bing Natividad, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes.
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes. The authors conducted a research project, consisting of interviews with women from 12 Asian nations. The key findings are that, across the region, the impact of economic growth and exposure to the outside world on the lives of women has been immense, and that the Asian woman is unique, because while her identity is still deeply rooted in her traditional culture, but at the same time she is coping with new opportunities. Significant differences across the region are revealed for the question of how these women view personal empowerment: there are tensions amongst women that are relative to their level of empowerment or the ability to make choices for themselves on matters that are important to them. The authors discuss implications for brand strategy suggested by these findings.
Masculinity: A semiotic and cultural exploration in India
Satyam Viswanathan , ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper offers a semiotic analysis and cultural exploration of masculinity in India, providing a comprehensive examination of the codes that have defined Indian masculinity from antiquity to the present day.
This paper offers a semiotic analysis and cultural exploration of masculinity in India, providing a comprehensive examination of the codes that have defined Indian masculinity from antiquity to the present day. The analysis draws on history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. It also focuses on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies.
The modern nomad in Asia: Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour
Stephanie Herold, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country.
This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country. In Singapore, where there are about 1.5 million 'non-resident foreigners', qualitative analysis was conducted to shed light on these modern nomads, with particular emphasis on their identity and aspects of acculturation. Understanding the role brands play in relation to acculturation and how to engage with these consumers is explored. The study found there is an opportunity for brands to connect emotionally with these marginal consumers.
The last word from the East: Mobility, the great democratiser
Barney Loehnis, Admap, April 2013, pp. 50-50
Mobile's real strength isn't to do with devices and phones and it has little to do with Apple and Samsung.
Mobile's real strength isn't to do with devices and phones and it has little to do with Apple and Samsung. Loehnis argues that its real power is in the empowered consumer and their ability to control the world around them, unconstrained by physical locations and terminals. Its power is in how it can democratise education and training, as in Sugata Mitra's 'school in the cloud'. And its ability to improve access to utilities and government services, as is happening in Karamay in the Xinjang province of China, which is attempting to integrate the city's healthcare, transport and commercial systems. Marketers need to remind themselves of this immense power and think beyond the obvious when addressing opportunities in mobile.
Beyond Stereotypes: Identity and radicalisation in the UK
Michael Thompson and Adam Palenicek, Market Research Society, Annual Conference, 2013
This paper describes research carried out in three London boroughs that showed how stereotypes employed by radicalisers - people who ask Muslims to see themselves as Muslim only and impose a stark moral duty to defend Muslims worldwide - can be counter-balanced by an appeal to the evolving cultural identity of young men at risk of radicalisation.
This paper describes research carried out in three London boroughs that showed how stereotypes employed by radicalisers - people who ask Muslims to see themselves as Muslim only and impose a stark moral duty to defend Muslims worldwide - can be counter-balanced by an appeal to the evolving cultural identity of young men at risk of radicalisation. The research found that 'at-risk' individuals made positive identification with London (and West London in particular) as a diverse and tolerant city. This local, cultural identification proved to be an important counterweight to the extremist stereotype of a homogenous Muslim identity and a barrier to acceptance of the radicaliser's message.
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