Modern Business Philosophy: the Brand as a Phenomenon of Culture

  • Authors

    • Nadezhda V. Golik
    • Arkady I. Izvekov
    • . .
    2018-07-07
    https://doi.org/10.14419/ijet.v7i3.5.16138
  • service management, culture, values, aesthetics, ethics, true or false brand.

  • Abstract

    The concept of brand as a set of information about a company, product or service, legally protected by recognizable symbols, is well known. Significantly less studied brand as a phenomenon of the art market. In this context, the goal of the research was formulated – to identify the signs of the brand, which is not just a part of the business culture, but a cultural phenomenon in general. We had to discuss a number of other aspects. First, the influence of the historical roots of culture on the formation of the brand. Secondly, the receptivity of the brand's creators to the aesthetic ideals of culture of different eras. Third, the ability to maintain ethical and high standards of culture in the development of the brand. The practical value of the research can be attributed to the possibility of applying its results in real business practice in the luxury retail management.

  • References

    1. [1] Aaker, D.A. (2002). Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth. Jossey-Bass.

      [2] An-Auken, B. (2003). Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position. American Management Association

      [3] Light, L., Kiddon, J. (2009). Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands. Wharton School Publishing

      [4] Kapferer, J.-N. (2012). The New Strategic Brand Management (Advanced Insights and Strategic Thinking). Paperback.

      [5] Pillai, A. (2012). Corporate branding literature: a research paradigm review. Journal of Brand Management, 19(4), pp. 331â€343.

      [6] Abratt, R., Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations. Reconciliation and integration. European Journal of Marketing, 46(7/8), pp. 1048-1063

      [7] So, J. T., Parsons, A.G., Yap, S.-F. (2013). Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding. Journal of Fashion Marketing and Management: An International Journal, 17(4), pp. 403-423.

      [8] Griskevicius, V., Kenrick, D.T. (2013). Fundamental motives: how evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), pp. 372-386.

      [9] Marzocchi, G., Morandin, G., Bergami, M. (2013). Brand communities: loyal to the community or the brand. European Journal of Marketing, 47(1/2), pp. 93-114.

      [10] Fournier, S., Alvarez, C. (2012). Brands as relationship partners: warmth, competence, and in-between. Journal of Consumer Psychology, 22(2), pp. 177-185

      [11] Saxena, N. K., Dhar, U. (2017). Brand image: A seasoned review. Asian Journal of Management, 8(1), pp. 103-106.

      [12] Vigerland, L., Borg, E. A. (2017). Cultural Capital in the Economic Field: A Study of Relationships in an Art Market. Philosophy of Management.

      [13] Scott, D.M., Dunn, M., Aaker, D.A. (2002). Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth. Jossey-Bass.

      [14] Kervyn, N., Fiske, S.T., Malone, C. (2012). Brands as intentional agents framework: how perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), pp. 166-176.

      [15] Zaniol, G. (2016). Brand Art Sensation From High Art to Luxury Branding? Cultural Politics, 12(1), pp. 49-53.

      [16] Erdem, T., Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), pp. 131-157.

      [17] Wan, E.W., Xu, J., Ding, Y. (2014). To be or not to be unique? The effect of social exclusion on consumer choice. Journal of Consumer Research, 40(6), pp. 1109-1122.

      [18] Donavan, D. T., Janda, S., Maxham, J. G. (2015). Identification and Aftermarket Personalization with Durable Goods. Psychology & Marketing, 32(6), pp. 611-623.

      [19] Skålén, P., Pace, S., Cova, B. (2015). Firm-brand community value co-creation as alignment of practices. European Journal of Marketing, 49(3/4), pp. 596-620.

      [20] Wang, L., Ding, Y. (2017). An exemption for strong brands: the influence of brand community rejection on brand evaluation. European Journal of Marketing, 51(5/6), pp. 1029-1048.

      [21] Castro, I.A., Morales, A.C., Nowlis, S.M. (2013). The influence of disorganized shelf display and limited product quality on consumer purchase. Journal of Marketing, 11(4), pp. 118-133.

      [22] Ward, M.K., Dahl, D.W. (2014). Should the devil sell Prada? Retail rejection increases aspiring consumers’ desire for the brand. Journal of Consumer Research, 41(3), pp. 590-609.

      [23] [1] Manchanda, P., Packard, G., Pattabhiramaiah, A. (2015). Social dollars: the economic impact of customer participation in a firm-sponsored online community. Marketing Science, 34(3), pp. 367-387.

      [24] Kähr, A., Nyffenegger, B., Krohmer, H., Hoyer, W. D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of marketing, 80(3), pp. 25-41.

      [25] Adorno, T. (1950). The Authoritarian Personality. Harper & Row.

      [26] Marcuse, H. (1964). One Dimension Man. N. Y.: Routledge & Kegan Paul.

      [27] Heidegger, M. (1962). Being and Time. London: SCM Press.

      [28] Collingwood, R. (1958). The Principles of Art. N.Y.: Oxford University Press.

      [29] Fromm, E. (1940). Escape from Freedom. N.Y.: Farrar & Rinehart.

      [30] Corbellini, E., Saviolo, S. (2012). Managing Fashion and Luxury Companies. Etas, Milan.

      [31] Tungate, M. (2012). Fashion Brands: Branding Style from Armani to Zara, 3rd ed., Kogan Page Limited, London.

      [32] Weber, M. (1992). The Protestant Ethic and the Spirit of Capitalism. London, UK & New York, NY: Routledge.

      [33] Russell, B. (1917). A Free Man Mysticism and Logic and Other Essays. London, George Allen & Unwin ltd.

      [34] Chevalier, M., Gutsatz, M. (2012). Luxury Retail Management: How the World’s Top Brands Provide Quality Product and Service Support. John Wiley & Sons, San Francisco, CA.

      [35] Sugimoto, K., Nagasawa, Sh. (2017). Luxury branding: the case of Chanel. International Journal of Quality and Service Sciences, 9(3/4), pp. 292-301,

      [36] Peng, N., Hackley, C., Tiwsakul, R.A., Chou, C.â€L. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management, 20(6), pp. 457â€467.

      [37] Liu, F., Li, J., Mizerski, D., Soh, H. (2012). Selfâ€congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7/8), pp. 922-937.

      [38] Gruner, R.L., Homburg, C., Lukas, B.A. (2014). Firm-hosted online brand communities and new product success. Journal of the Academy of Marketing Science, 42(1), pp. 29-48.

      [39] Choo, H.J., Moon, H., Kim, H., Yoon, N. (2012). Luxury customer value. Journal of Fashion Marketing and Management, 16(1), pp. 81â€101.

      [40] Pinkhasov, M., Nair, R.J. (2014). Real Luxury: How Luxury Brands Can Create Value for the Long Term, Palgrave Macmillan. New York, NY.

      [41] Mrad M., Cui, C. (2017). Brand addiction: conceptualization and scale development. European Journal of Marketing.

      [42] Phillips, B. J., Mcquarrie, E. F., Griffin, W. G. (2014). The face of the brand: how art directors understand visual brand identity. Journal of Advertising, 43(4), pp. 318-332.

  • Downloads

  • How to Cite

    V. Golik, N., I. Izvekov, A., & ., . (2018). Modern Business Philosophy: the Brand as a Phenomenon of Culture. International Journal of Engineering & Technology, 7(3.5), 94-97. https://doi.org/10.14419/ijet.v7i3.5.16138

    Received date: 2018-07-24

    Accepted date: 2018-07-24

    Published date: 2018-07-07