A Performance Perspective on Socio-cultural Branding: Insights from a Marketplace Ritual
Mar 23, 2012, 10:30am-12pm
"A Performance Perspective on Socio-cultural Branding: Insights from a Marketplace Ritual "
Abstract: In the presentation we propose a performance theory perspective on branding. Branding in this perspective is understood as an entity that emerges and develops from enactments of brand-related performances by multiple market place actors.The framework seeks to integrate recent, yet disparate socio-cultural branding theory. Drawing on an empirical study of a market-based ritual, the annual release of Christmas beer in the Danish market and the associated public festivities, the study highlights the polyadic nature of the social relations in the event, the dependence on multiple public and private performances and ritualizations, and the pragmatic nature of brand meanings. A performative branding perspective allows managers to strategically manage the performative potential of the brand. This fosters co-creation of value beyond the brand as the center of consumer actions
Brief Bio: Dannie Kjeldgaard (1972) is professor of marketing at the University of Southern Denmark. He is head of the Consumption Studies research group at the Department of Marketing at University of Southern Denmark as well as director for the international master of science program in marketing, globalization and communication, and a member of the study board for the PhD school at the Faculty of Social Science. Dannie’s work analyzes change processes of market-based globalization in domains such as place branding, branding, media and identity construction, global consumer segments, body culture, ethnicity and qualitative methodology. His research is published in Journal of Consumer Research, Journal of Consumer Behaviour, Consumption, Markets and Culture, Marketing Theory, Journal of Macromarketing and in several anthologies.
|Location:||W356 Schulich School of Business|
|Sponsor:||Schulich School of Business Marketing Department|
|Posted by:||Sheila Sinclair|