Latest entries

It’s just like milk, but different!

Christian Fuentes & Maria Fuentes discuss how marketing is used to construct a mass market for an alternative vegan milk substitute.

Read more
Share

Corporate conflict management on social media

Denitsa Dineva, Jan Breitsohl and Brian Garrod look at how firms manage consumer conflicts in their brand fan pages on Facebook.

Read more
Share

Why do firms delete brands?

Purvi Shah investigates why firms delete brands from their portfolios, finding both financial and non-financial reasons.

Read more
Share
Photograph of group of black and white calves standing in a field
Making a market for male dairy calves

Gillian Hopkinson uses actor network theory, the market studies literature and the notion of concerned markets to trace the making and shaping of two market versions for male dairy calves.

Read more
2 children dressed as adults, with one shouting at the other through a megaphone
How can social marketers motivate support?

Jane Summers and Jessica Summers discuss how to motivate people to support a cause or an issue that does not directly affect them.

Read more
Photograph of a metal ground waymarker for a walking trail about Cezanne in Aix-en-Provence
Heritage-based museums: how to create an authentic experience from scratch?

Derbaix and Gombault explore how visiting a heritage-based attraction (Cézanne’s studio) becomes an authentic experience through consumer’s imaginative processes.

Read more