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Web-based forums and metaphysical branding

Oakes, Steve, Dennis, Noel and Oakes, Helen (2013) Web-based forums and metaphysical branding. Journal of Marketing Management, 29 (5-6). pp. 607-624.

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Abstract

This paper introduces metaphysical branding as an original, overarching concept binding together discrete data themes when analysing online evaluation of the best-selling album in jazz history – Kind of Blue by Miles Davis. There are five constituent elements of metaphysical branding arising from the data (rite of passage, believers, non-believers, self-improvement, and ritual). The paper uses a netnographic approach involving analysis of online textual discourse posted on a music-rating website. Postings indicate that consumers are not just passively responding to marketing communications, but are actively co-creating transcendent meaning. Dissemination of quasi-religious motifs invests Kind of Blue with self-perpetuating, life-cycle extending meanings. Metaphysical branding has potential applications in the marketing of goods and services requiring prolonged cognitive effort in striving for aspirational self-improvement (e.g. through pursuit of the arts or university education) or prolonged dedication and devotion (e.g. to a sports team).

Item Type: Article
Status: Published
DOI: https://doi.org/10.1080/0267257X.2013.774289
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HE Transportation and Communications
School/Department: York Business School
URI: http://ray.yorksj.ac.uk/id/eprint/466

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