TY - JOUR
T1 - Exploring the brand’s world-as-assemblage
T2 - the brand as a market shaping device
AU - Onyas, Winfred Ikiring
AU - Ryan, Annmarie
N1 - Publisher Copyright:
© 2014 Westburn Publishers Ltd.
PY - 2015/1/2
Y1 - 2015/1/2
N2 - 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.
AB - 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.
KW - agencements
KW - brands
KW - ethnography
KW - market shaping
KW - performativity
UR - http://www.scopus.com/inward/record.url?scp=84914112824&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2014.977333
DO - 10.1080/0267257X.2014.977333
M3 - Article
AN - SCOPUS:84914112824
SN - 0267-257X
VL - 31
SP - 141
EP - 166
JO - Journal of Marketing Management
JF - Journal of Marketing Management
ER -