The transition towards a post-postmodern zeitgeist has attracted much scholarly attention over the last decade, highlighting the major traits of the coming post-postmodern condition, such as ...sincerity challenging irony, reconstruction despite paradoxes, hope despite difficult circumstances and structure counterbalancing anti-structure in lived experience. Nevertheless, we know little about what is happening with regard to nostalgia, a key characteristic of postmodernity, especially in terms of one of its major components, pastiche. From the start of the 1990s, marketing research on postmodern nostalgia and pastiche has largely focused on different models of cars. Through an interpretive analysis focusing on the dual comeback of an Italian car, the Giulia, this article aims to investigate the existence and forms that nostalgia and pastiche take under the new zeitgeist. It highlights a mutation of nostalgia that is becoming regenerative. The major consequence of this is the changing nature of pastiche, from stylistic to essentialist. Our understanding of the coming zeitgeist has also improved: in addition to confirming the major features of post-postmodernity already established in the literature, this study argues that the possibility of a (mini)miracle is another key feature of our times.
Giving form to future branding realities Cova, Bernard; Cantone, Luigi; Testa, Pierpaolo
Journal of service management,
04/2022, Letnik:
33, Številka:
3
Journal Article
Recenzirano
PurposeThe purpose of this study is to question the prospective relevance of conceptual articles on branding.Design/methodology/approachThe paper advocates the development of conceptual articles with ...prospective relevance by emphasizing two key elements – the form and the context of discovery. The paper is illustrated with empirical data on how some branding researchers have produced such conceptual articles.FindingsTo author such articles the researchers might focus more on the initial phase of theorizing, when their intuition makes it possible to imagine new reality through alternative forms. The paper also highlights a need to reconsider the role of essays in branding research, particularly in writing conceptual pieces of prospective relevance.Research limitations/implicationsThe connection between intuition and form is crucial to producing prospectively relevant conceptual articles. By evolving along the middle ground, without falling into empirical production on the one hand or guruization on the other, the researcher can give form to emerging branding phenomena.Originality/valueThe paper renews the debate on the need for more conceptual articles by focusing on a forgotten but crucial dimension: foresight relevance.
Brand iconisation refers to the way a brand comes to symbolise the values, needs, and aspirations of the members of a particular cultural group. More than a decade of research has emphasised the many ...benefits that iconic brands bring to companies and has identified how brands become icons through a process of matching with cultural opportunities emerging in society. However, the way an iconic brand comes to be de-iconicised and how managers can shield brands from this risk is still under-researched. The aim of this paper is to contribute to knowledge regarding iconic brands by following the life of one iconic brand at national level, examining its history and its impact from the point of view of cultural performance.
Our research contributes to the field of cultural branding through a genealogical study of how a brand becomes a national icon before becoming de-iconicised as circumstances change. Our research identifies five types of brand episode that can lead to de-iconisation. Our research therefore adds new developments to iconic brand theory. It also contributes to discussing the concept of iconic brand resilience, mainly through the role of cultural intermediaries, such as filmmakers.
Strategies for growth of destinations and place brand management (by Luigi Cantone, Marcello Risitano, Pierpaolo Testa) - ABSTRACT: The strategies of tourist destination growth allow to increase the ...value of resources embedded in the geographical context. Coherently, the main aim of the paper is: 1. analyzing the role of place-specific resources (cultural, historical, landscape and environment resources) as a fundamental base to differentiate a tourist destination; 2. proposing the cluster-based perspective as a hypothesis to integrate single offering systems of a tourist destination; 3. defining a conceptual destination branding model to identify the brand identity and the value brand drivers of the tourist destination. The theoretical assumption are verified trough an empirical research on Campi Flegrei area, a tourist destination located in the west of the city of Naples and its province. Keywords: Place marketing, destination management, resource-based view, cluster-based perspective, destination branding.
This article examines information-search heuristics and communication patterns in an online forum of investors during a period of market uncertainty. Global connections, real-time communication, and ...technological sophistication have created an unpredictable market environment. As such, investors try to deal with semantic, strategic, and operational uncertainty by following heuristics that reduce information redundancy. In this study, we have tried to find traces of cognitive communication heuristics in a large-scale data set including 8 years of online posts (2004–2012) for a forum of Italian investors. We identified various market volatility conditions on a daily basis to understand the influence of market uncertainty on cognitive and communication processes. We found that investors communicated more dynamically when the market was unstable, while they were more prone to anchor heuristic when market uncertainty was invariant. Furthermore, abnormal market trends triggered more availability-based communication patterns. We also found that expertise matters. This would suggest that online communities need intelligent, context-specific tools to support partner selection and stimulate nonredundant communication.
Abstract Background Transmural healing (TH) of Crohn’s disease (CD) is a still unexplored and interesting outcome correlated to concept of deep remission. Aim To assess the rate of TH in CD patients ...treated with anti-TNF alpha agents using two cross-sectional procedures: bowel sonography (BS) and magnetic resonance enterography (MRE). Methods We performed a 2-year observational longitudinal study, evaluating steroid-free clinical remission (CR), mucosal healing (MH), and TH in CD patients who would complete a 2-year treatment period with anti-TNFs. All patients underwent endoscopy, BS, and MRE before and after 2 years of treatment. Results Forty out of 80 CD patients were treated with anti-TNFs for 2 years. CR was achieved in 24 patients (60%) while MH in 14 (35%). Using BS, TH was observed in 10 patients (25%), while using MRE, TH was observed in 9 patients (23%) (k = 0.90; P < 0.01). A good agreement was observed between MH and TH, both using BS (k = 0.63; P < 0.01) and MRE (k = 0.64; P < 0.01). A poor agreement was found between CR and TH, with both BS and MRE (k = 0.27 and 0.29, respectively; P < 0.01); even though all patients with TH had achieved CR. Conclusions TH can be achieved in about 25% of CD patients treated with anti-TNFs, as shown by BS and MRE. BS could be used as the first cross-sectional procedure to detect TH.
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