문화마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

Symbolic Brands and authenticity of identity performance Richard Elliott and Andrea Davies

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Contents
Introduction
Background
Methodology
Analysis Result
Conclusion

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Introduction

Subculture의 스타일, 패션, 뮤직으로 독자성을 얼마나 소비자들이 배우는 가를 알아봄
수행적인 활동을 통해서 표현이 가능한가

authentic performance vs inauthentic performance

구성원의 기준은 무엇인가

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BackGround
Brand Community
non-geographical
브랜드를 열망하는 사람들 사이에서 관계가 구성됨.
marker of community
공유적 의식
rituals and traditions
윤리적 책임감
concept of legitimacy
true member - authentic
marginal consumer - inauthentic

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Neo-Tribes VS Subculture
Brand Community
Subculure
Stable and structural Social group
Geography, age, ethnicity
Neo-Tribes
More temporary and fragment
Unstable, Small scale
Volatility of belonging

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Background
Embodied Self and Style
Embodied Self
body has become the site for identity
Style
“Cool” body style of Mods
“Hard” masculinity of Rockers

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Background
....

[ppt/pdf]문화마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p