Exploring the brand’s world-as-assemblage: the brand as a market shaping device

Winfred Ikiring Onyas, Annmarie Ryan

Research output: Contribution to journalArticlepeer-review

Abstract

Abstract: Brands are integral to contemporary marketing practice. Notwithstanding their ubiquitous presence in marketing, the question of what brands do in the shaping markets remains understudied. We examine the brand as a market shaping device which acts within, and alongside, its world to actualise the reality envisioned. We base on ethnographic material on the Good African brand and on a performative text authored by the entrepreneur behind the Good African brand, to explore the unfolding agencement (brand world) and reveal the brand’s performativity achieved.

Original languageEnglish
Pages (from-to)141-166
Number of pages26
JournalJournal of Marketing Management
Volume31
DOIs
Publication statusPublished - 2 Jan 2015
Externally publishedYes

Keywords

  • agencements
  • brands
  • ethnography
  • market shaping
  • performativity

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