The concept of transformation has become a buzzword within the last few years. This has to do, first, with the ever broader recognition of the profound character of the environmental crisis, secondly, with increasingly obvious limits to existing forms of (global) environmental governance, thirdly, with the emergence of other dimensions of the crisis since 2008 and, fourthly, with intensified debates about required profound social change, especially of societal nature relations. However, the term transformation itself is contested. It largely depends (...) on theoretical assumptions as well as the plausibility and applicability of the arguments which are made. In this paper, a historical-materialist approach to social-ecological transformation is outlined by referring to a theoretically sophisticated understanding of 'subject(s)' of transformation as well as the 'object(s)' of what is to be transformed. Theoretical concepts like the capitalist mode of production, regulation and hegemony, a critical understanding of the state and governance as well as the term societal nature relations are key. Such a perspective contributes to a more sophisticated understanding of the obstacles and requirements of real-world transformation. Finally, the argument has implications for visions and strategies, i.e., an emancipatory and democratic shaping of social relations and societal nature relations. (shrink)

The planetary boundaries concept has profoundly changed the vocabulary and representation of global environmental issues. The article starts by highlighting the strengths and weaknesses of planetary boundaries from a social science perspective. It is argued that the growth imperative of capitalist economies, as well as other particular characteristics detailed below, are the main drivers of the ecological crisis and exacerbated trends already underway. Further, the planetary boundaries framework can support interpretations that do not solely emphasize technocratic operational approaches and (...) costs, but also assume that these alone can be the solution. (shrink)

In 1889, Danish literary critic Georg Brandes published "Aristocratic Radicalism: An Essay on Friedrich Nietzsche," which transformed the as-yet-unknown German-Swiss philosopher into a European, and ultimately global, phenomenon. The article sparked a furious public debate between Brandes and a fellow Dane, philosopher Harald Høffding, who swiftly issued a rebuttal, "Democratic Radicalism: An Objection." What began as a scholarly disagreement over Nietzsche's philosophy rapidly spiraled into a sprawling contest of competing visions of society's future, one radically aristocratic and the other (...) radically democratic. Marking the moment at which the uniquely Nordic concept of social democratic welfare was first contested in the public sphere, this debate provides insights into not only Nietzschean philosophy and its immediate reception but also the foundational concept of modern Scandinavian social, cultural, and political organization. This volume presents, for the first time in any language other than Danish, the debate in its entirety: three essays by Brandes and three by Høffding. A critical introduction by editor and translator William Banks explores the exchange in its context and convincingly argues that the principles contested by the two Danish luminaries still very much resonate in Western society today. (shrink)

The ancient Greeks hard‑wired a tragic sensibility into their culture. By looking disaster squarely in the face, by understanding just how badly things could spiral out of control, they sought to create a communal sense of responsibility and courage—to spur citizens and their leaders to take the difficult actions necessary to avert such a fate. Today, after more than seventy years of great‑power peace and a quarter‑century of unrivaled global leadership, Americans have lost their sense of tragedy. They have (...) forgotten that the descent into violence and war has been all too common throughout human history. This amnesia has become most pronounced just as Americans and the global order they created are coming under graver threat than at any time in decades. In a forceful argument that brims with historical sensibility and policy insights, two distinguished historians argue that a tragic sensibility is necessary if America and its allies are to address the dangers that menace the international order today. Tragedy may be commonplace, Brands and Edel argue, but it is not inevitable—so long as we regain an appreciation of the world’s tragic nature before it is too late. (shrink)

_An eloquent call to draw on the lessons of the past to address current threats to international order_ The ancient Greeks hard‑wired a tragic sensibility into their culture. By looking disaster squarely in the face, by understanding just how badly things could spiral out of control, they sought to create a communal sense of responsibility and courage—to spur citizens and their leaders to take the difficult actions necessary to avert such a fate. Today, after more than seventy years of great‑power (...) peace and a quarter‑century of unrivaled global leadership, Americans have lost their sense of tragedy. They have forgotten that the descent into violence and war has been all too common throughout human history. This amnesia has become most pronounced just as Americans and the global order they created are coming under graver threat than at any time in decades. In a forceful argument that brims with historical sensibility and policy insights, two distinguished historians argue that a tragic sensibility is necessary if America and its allies are to address the dangers that menace the international order today. Tragedy may be commonplace, Brands and Edel argue, but it is not inevitable—so long as we regain an appreciation of the world’s tragic nature before it is too late. (shrink)

The goal of this article is to offer a three-step approach for a systematic discussion on the procedures, roles, and responsibilities of ethics centers. First, we identify three levels of responsibility: scientific, organizational/institutional, societal/global. Second, we propose that justice, contextual pluralism, and a process orientation serve as normative foundations for developing ethics centers’ mission. Third, we outline and emphasize the crucial role that teaching plays in the work of ethics centers, as well as in other academic institutions. As an (...) overarching perspective, we suggest two complementary kinds of approaches for the role of ethics especially in scientific research: i) ethics becoming a constitutional part of any research project. ii) specific in-depth interdisciplinary projects with ethics being the research topic. (shrink)

Formalised knowledge systems, including universities and research institutes, are important for contemporary societies. They are, however, also arguably failing humanity when their impact is measured against the level of progress being made in stimulating the societal changes needed to address challenges like climate change. In this research we used a novel futures-oriented and participatory approach that asked what future envisioned knowledge systems might need to look like and how we might get there. Findings suggest that envisioned future systems will need (...) to be much more collaborative, open, diverse, egalitarian, and able to work with values and systemic issues. They will also need to go beyond producing knowledge about our world to generating wisdom about how to act within it. To get to envisioned systems we will need to rapidly scale methodological innovations, connect innovators, and creatively accelerate learning about working with intractable challenges. We will also need to create new funding schemes, a global knowledge commons, and challenge deeply held assumptions. To genuinely be a creative force in supporting longevity of human and non-human life on our planet, the shift in knowledge systems will probably need to be at the scale of the enlightenment and speed of the scientific and technological revolution accompanying the second World War. This will require bold and strategic action from governments, scientists, civic society and sustained transformational intent. (shrink)

Corporate social responsibility (CSR) is increasingly becoming a popular business concept in developed economies. As typical of other business concepts, it is on its way to globalization through practices and structures of the globalized capitalist world order, typified in Multinational Corporations (MNCs). However, CSR often sits uncomfortably in this capitalist world order, as MNCs are often challenged by the global reach of their supply chains and the possible irresponsible practices inherent along these chains. The possibility of irresponsible practices puts (...) global firms under pressure to protect their brands even if it means assuming responsibilities for the practices of their suppliers. Pressure groups understand this burden on firms and try to take advantage of the situation. This article seeks to challenge the often taken-for-granted-assumption that firms should be accountable for the practices of their suppliers by espousing the moral (and sometimes legal) underpinnings of the concept of responsibility. Except where corporate control and or corporate grouping exist, it identifies the use of power as a critical factor to be considered in allocating responsibility in firm-supplier relationship; and suggests that the more powerful in this relationship has a responsibility to exert some moral influence on the weaker party. The article highlights the use of code of conducts, corporate culture, anti-pressure group campaigns, personnel training and value reorientation as possible sources of wielding positive moral influence along supply chains. (shrink)

Amidst the constantly augmenting gastronomic capital of celebrity chefs, this study scrutinizes from a critical discourse analytic angle how Jamie Oliver has managed to carve a global brand identity through a process that is termed (dis)placed branding. A roadmap is furnished as to how Italy as place brand and Italianness are discursively articulated, (dis)placed and appropriated in Jamie Oliver’s travelogues which are reflected in his global brand identity. By enriching the CDA methodological toolbox with a (...) deconstructive reading strategy, it is shown that Oliver’s celebrity equity ultimately boils down to supplementing the localized meaning of place of origin with a simulacral, hyperreal place of origin. In this manner, the celebrity’s recipes become more original than the original or doubly original. The (dis)placed branding process that is outlined in the face of Oliver’s global branding strategy is critically discussed with reference to the employed discursive strategies, lexicogrammatical and multimodal choices. (shrink)

Prior research has examined consumer intentions to purchase fakes, branding strategies and anti-counterfeiting actions, but little attention seems to have been paid to the role of consumers’ ability to discern fakes and branding strategies against counterfeiting. This article, thus, based on a study of 128 multinational managers’ experience in China, examines these inter-relationships. As a result, we address how knowledgeable and experienced managers in branding, consumer consumption and anti-counterfeiting effort perceive consumers’ ability to discriminate fakes from originals interacts with branding (...) strategies, and how such relationship influences the effectiveness of anti-counterfeiting effort. Our findings suggest that consumer discrimination itself has no significant effect on anti-counterfeiting success. However, it significantly interacts with branding strategies to predict a means to mitigate brand damage. That is, consumers’ ability to discriminate fakes from originals appears to undermine efforts to mitigate brand damage from counterfeiting, at least in China when branding is based on improving product features or advertising and promotion. However, if branding emphasises after sales service, consumers’ ability to discriminate was found to enhance firms’ ability to limit counterfeiting damage to brands. Such interactions, however, did not help stop counterfeiting, except that branding based on reliability appears to have such a positive effect. (shrink)

This paper offers a brand storytelling, that is a narratological account of Covid-19 pandemic’s emergence phase. By adopting a fictional ontological standpoint, the virus’ deploying media story-world is identified with a process of narrative spacing. Subsequently, the brand’s personality is analyzed as a narrative place brand. The narrative model that is put forward aims at outlining the main episodes that make up the virus’ brand personality as process and structural components (actors, settings, actions, relationships). A series (...) of deep or ontological metaphors are singled out as the core DNA of this place brand, by applying metaphorical modeling to the tropical articulation of Covid-19’s narrative. The virus’ kernel is identified with terror, as a menacing force that wipes out existing regimes of signification due to its uncertain motives, origins and operational mode. In this context, familiar urban spaces, cultural practices and intersubjective communications are redefined, repurposed and reprogrammed. This process is called terrorealization, as the desertification and metaphorical sublation of all prior territorial significations. This study contributes to the narrative sub-stream of place branding by approaching a globally relevant sociocultural phenomenon from a brand storytelling perspective. (shrink)

There is a growing phenomenon of brand advocacy, where brands pressure a producer country government to take pro-worker actions such as respecting the rights of activists and raising minimum wages. This article examines the potential and limits of brand advocacy by developing a conceptual framework and analysing three recent cases of brand advocacy in Cambodia's garment industry. The study shows that brands' action and influence are shaped by issue salience, mobilization structures, political opportunities/contexts, and resource dependency. This (...) article makes both empirical and theoretical contributions. This is one of the first studies delving into the advocacy role of brands in promoting labour rights and conditions vis-à-vis government. Moreover, the article develops a testable framework specifying the conditions under which brands are likely to respond, act collectively, and influence government for pro-worker change. It also offers novel insights by applying social movement lenses and casting brands as social movement actors. (shrink)

Recent scholarship has focused on the tensions, contradictions, and limits of place-based branding through labels of origin, place-named agricultural products, and geographical indications. Existing literature demonstrates that even well-intentioned efforts to use place-based branding to protect the livelihoods and cultural and ecological practices of small producers are often undermined by transnational firms, states, and local elites who attempt to capture the benefits of these marketing strategies. Yet, little attention has been given to the implications of place-based branding for competition among (...) geographically dispersed agricultural producers. While place-based branding can be used for emancipatory ends, it can also be used strategically by agricultural producers to expand their market share at the expense of others. To explore these dynamics, I trace an alternative history of place-based branding that begins not in the potentially emancipatory politics of protecting terroir but rather in the tensions and contradictions characterizing the rise and decline of the US food regime. Drawing on a cross-time comparison of branding strategies within the global cotton trade, I make two key arguments. First, I argue that US producers and the US state forged the use of different types of branding strategies in response to the distinct tensions and contradictions characterized by the rise and decline of the US food regime. Second, these distinct branding strategies organized competition among geographically dispersed cotton producers in different ways. (shrink)

A brand is a complex construction. In addition to its tangible and intangible dimensions, it implies an intrinsic relational dimension associated to any brand building process. The relational dimension is even more visible in the case of the political brand. The political brand brings with it a symbolic construction in which the experience of a diffuse form of sacredness is central, by the presence of the inadequate report specific to the manifestations related to the sacred representations. (...) On the one hand, we are experiencing a meeting that creates the context of identity, and on the other hand a cohabitation that highlights the role of alterity. The brand imposes itself as a symbolic construction based on this game of identity and alterity in a global communication market. Communication advisers must pay attention to this symbolic dimension. It is the expressive form in which interpersonal relationships manifest themselves as assuming the values and meanings that individuals place under the idea of having a better life. The orientation towards the development of political brands understood as personal brands corresponds to a phase of professionalization of politics and political communication in electoral campaigns, but also in the stages between campaigns. At the same time, political brands grow in importance in times of crisis, both because they offer exemplary models and because they synthesize the mythological elements of the imaginary of abundance, trust and authentic dialogue. (shrink)

This article reflects on the philosophical implications of the crisis for the nation-state and culture in relation to business and management. The global triumph of the neo-liberal economic model in the 1990s and early 2000s brought with it an ontological re-conception of the nation-state in its relationship to business, the market and regulation: the nation was viewed as a ‘brand-state’ analogous to a company. Much of the successful appeal of the ‘brand-state’ was based on its annexation of (...) the Enlightenment discourse of ‘cosmopolitanism’: it appeared that a world consisting of interlinked economies represented a fulfilment of the Kantian utopian project of detachment and perpetual peace. The economic crisis has brought this discourse into question. The article assesses whether lessons learnt from the crisis contain prospects for a post-teleological re-conceptualisation of the nation-state beyond the ‘brand-state’ towards a ‘cosmopolitan solidarity’ in which nation-states co-operate to ameliorate its worst effects. (shrink)

This essay deploys the joint lenses of branding and space to examine the hegemonic operation of the Apple brand in the global culture industry. It does so by analyzing China’s ‘fake Apple Store’ event in 2011, which began with an American expat blogger’s discovery and subsequently caught the attention of global news media. While copying the look of an official Apple Store, these retailers displayed and sold genuine products originally assembled in China. Probing the cultural logic that (...) gave rise to the event, I argue that China’s ‘fake’ Apple Store emblematizes the power relations and subject positions that emanate from Apple’s global hegemony. The Apple Store, as a branded environment, is best seen as a heterotopia whose interpellating mechanism relies on the extensive-intensive character of the intellectual property rights regime. While China’s copycat Apple Store can be seen as an attempt at a production of sameness, the ‘user-generated’ charge of its ‘fakery’ stems from the ‘distributed’ power of the Apple brand, which operates through a production of difference. Even though the varied responses to the event reveal the contradiction within Apple’s extensive global reach, it more importantly points to a condition wherein consumer turned ‘prod-user’ subjects act as self-enlisted agents who work to perpetuate the brand’s design-intensive value regime. While the spectacle of ‘Chinese fakery’ manifests the ideological work of IPR in naturalizing the distinction between the copy and the fake, the extensive-intensive operation of the brand, embodied by the Apple Store, also undermines the ability of consumer subjects to meaningfully engage the ‘Chinese reality’ that is manufacturing labor. (shrink)

In 2016, summarily outlawing all chemical inputs, the Indian state of Sikkim transitioned to completely organic agriculture. Despite “organic discontents” of farmers and citizens about autocratic implementation, lowered yields, and unsatisfactory prices, “Sikkim Organic” enjoys global accolades and local compliance. The paradox of alternative agriculture in the Global South is that it is often promoted by the same state-science-capital hegemonic formation that pushed the conventional paradigm. How has the Sikkimese state negotiated this paradox and continued to claim success, (...) when other radical state-led organic transformations have failed? Recent scholarship advocates for contextual definitions of organic success, beyond the parameters of yield and profit. They examine the socio-political concerns of farmers, middlemen and consumers that shape their engagement with the phenomenon. This lens is seldom applied to the state. Drawing on ethnographic conversations with farmers, local consumers, state officials and discourse analysis of governmental literature and speeches, this article analyzes the Sikkimese state’s efforts at consolidating its hegemony as a process of political brand-building. Highlighting the cultural aspects of policy implementation, it analyzes the affective resonances about traditional agrarian practices and about the morality of organic markets that the state discursively creates to support its organic regime. This extends the critique of the state beyond the focus on governmentality and neoliberalization through state-led certification/standardization. The article neither absolves the state of its failures nor dismisses the potential of progressive organic policies. It shows the significance of contextual cultural-political framings in determining outcomes of large-scale experiments towards sustainable agrarian futures. (shrink)

According to surveys of companies, branding is one of the main objectives of their corporate social responsibility. With advantageous data from Brand Finance, we address three contextual factors that may condition the relationship between CSR and brand value. First, we hypothesize that the relationship between CSR and brand value obtains across major world regions and industrial sectors. Second, we hypothesize that the relationship has weakened with time, as companies have had increasing difficulty using CSR to differentiate their (...) brands in a sea of CSR-espousing competitors. Third, we hypothesize that the relationship between CSR and brand value is weaker where a brand’s identity is different from that of its corporate owner, which may make it difficult for observers to readily link CSR with its potential brand beneficiaries. We support these hypotheses with random-effects, fixed-effects, and instrumental-variable regressions before ending with contributions, limitations, implications, and potential next steps. (shrink)

While there has been extensive work on the textual realizations of climate change in the media, there has been little on the way such discourses are realized and promoted visually. This article addresses this using Multimodal Critical Discourse Analysis to examine a new collection of images from the globally operating Getty Images intended for use in promotions, advertisements and editorials. Getty is promoting this collection in terms of Green Issues being a `marketing opportunity'. In this article we consider the results (...) of these issues being recontextualized through this process, where they are shaped to fit the culture of branding. Analysis is of the images and the search terms where Getty lay out what can be said with the images. (shrink)

One strategy for indigenous producers competing with global capital is to obtain geographic source protection (a form of trademark) for products traditionally associated with a cultural grouping or region. The strategy is controversial, and this article adds an additional reason to be cautious about adopting it. Specifically, consumers increasingly consume brands not for the products they designate but for the affiliation with the brands themselves. Since the benefits of source protection depend upon a consumer's desire to have a product (...) actually from that source community, if consumers care more about the brand designation than the actual source, then those benefits will be more difficult to realize. In such an environment there would be tremendous pressure both to produce products that conform to (often exoticized) western images of cultures and to create property rights in the culture itself, empowering elites to further marginalize and suppress dissenting views. (shrink)

The Internet presents opportunities for corporations to efficiently build their brands online and to enhance their global reach. But there are threats as well as opportunities, since anti-branding and free-riding activities are easier in cyberspace. One such threat is theunauthorized incorporation of a trademark into a domain name. This can lead to trademark dilution and cause consumer confusion. But some users claim a right to use these trademarks for the purpose of parody or criticism. Underlying these trademark conflicts is (...) the familiar tension between property rights and free speech rights. While some trademark scholars are reluctant to consider a trademark as property, we find strong support for the property paradigm in Hegel’s philosophy. Assuming that a trademark is an earned property right, we propose that a trademark owner should be allowed to control the permutations of its trademark incorporated into domain names unless a reasonable person would not confuse that domain name with the company’s mark. But we also conclude that there must be latitude to employ a domain name for negative editorial comment, so long as the source and purpose of that domain name is plainly apparent. (shrink)

The Internet presents opportunities for corporations to efficiently build their brands online and to enhance their global reach. But there are threats as well as opportunities, since anti-branding and free-riding activities are easier in cyberspace. One such threat is theunauthorized incorporation of a trademark into a domain name. This can lead to trademark dilution and cause consumer confusion. But some users claim a right to use these trademarks for the purpose of parody or criticism. Underlying these trademark conflicts is (...) the familiar tension between property rights and free speech rights. While some trademark scholars are reluctant to consider a trademark as property, we find strong support for the property paradigm in Hegel’s philosophy. Assuming that a trademark is an earned property right, we propose that a trademark owner should be allowed to control the permutations of its trademark incorporated into domain names unless a reasonable person would not confuse that domain name with the company’s mark. But we also conclude that there must be latitude to employ a domain name for negative editorial comment, so long as the source and purpose of that domain name is plainly apparent. (shrink)

This paper offers an intellectual discourse for destination managers by exploring alternative branding approaches used during the colonial period in Kenya, now that the image is under siege both internally through socio-economic instability and unprecedented levels of poaching, and externally through travel warnings, outright trafficking in big game trophies, the constant threat of terror attacks, and poor global rankings in the Travel and Tourism Competitive Index. The paper conforms to the mission of thought and practice by identifying practical ways (...) of promoting tourist destination Kenya through an in-depth analysis of historical experiences. (shrink)

The paper attends to the increasingly heated debate on the local, the global versus the glocal approaches in transcultural brand communication with an examination of how Disneyland performs emotional branding on social media across US to Hong Kong and Shanghai. Integrating insights from brand communication with linguistics, the present study develops a framework to examine how Disneyland builds emotional attachment of the public to the brand via brand personality appeals and use of interactional features. It (...) is found that on a global-local continuum, brand personality traits exhibit strong globalization propensity whereas interactional features demonstrate strong localization tendency in Hong Kong and Shanghai. Variations also exist in the means of emotional branding between Hong Kong and Shanghai. Finally, the paper provides an account for the differences between Hong Kong and Shanghai and concludes that neither the local approach nor the global approach but the glocal approach can tackle the challenge of transcultural brand communication and that future studies in this area should be oriented further to uncovering the global-local nexus in the process. (shrink)

Purpose of the article One of the approaches how to create a concept of a brand is a form of identifying association network in the mind of the consumer and creating semantic maps composed of all associations that are largely shaped by cultural values of consumers. Methodology/methods In the first phase, the author of the study was detecting the associations connected with the Mexican brand alcoholic beer Corona Extra using focus group with a sample of 15 respondents. In (...) the second phase, she analysed the data found in the context of Slovak cultural values and compared them with the results of the secondary research. Scientific objective The article highlights the importance of understanding cultural values of the target market for the management and brand communication across cultures. The main objective of the survey was to determine how the Slovak respondents perceive selected sample of global brand, to compare the findings of a secondary survey conducted at German and Spanish students, and in the final phase of the research to analyse the data found in the context of the cultural dimensions of respondents. Findings On one hand, the associations formed by consumers about Corona Extra mutually differ depending on the countries surveyed. On the other hand, they correspond to the cultural values of the nation, and thus confirm the strong influence of the cultural aspects of the brand perception. Conclusions The presented article confirms, that there will always be an open space for the extensive research in global marketing and cross-cultural differences in consumer behaviour. Exploring cultural aspects of communication of global brands will benefit not only in terms of increasing the efficiency of advertising campaigns, but also for the mutual knowledge and understanding between cultures. (shrink)

The Internet presents opportunities for corporations to efficiently build their brands online and to enhance their global reach. But there are threats as well as opportunities, since anti-branding and free-riding activities are easier in cyberspace. One such threat is theunauthorized incorporation of a trademark into a domain name. This can lead to trademark dilution and cause consumer confusion. But some users claim a right to use these trademarks for the purpose of parody or criticism. Underlying these trademark conflicts is (...) the familiar tension between property rights and free speech rights. While some trademark scholars are reluctant to consider a trademark as property, we find strong support for the property paradigm in Hegel’s philosophy. Assuming that a trademark is an earned property right, we propose that a trademark owner should be allowed to control the permutations of its trademark incorporated into domain names unless a reasonable person would not confuse that domain name with the company’s mark. But we also conclude that there must be latitude to employ a domain name for negative editorial comment, so long as the source and purpose of that domain name is plainly apparent. (shrink)

To whom is egalitarian justice owed? Our fellow citizens, or all of humankind? If the latter, what form might a global brand of egalitarianism take? This paper examines some recent debates about the justification, and content, of global egalitarian justice. It provides an account of some keenly argued controversies about the scope of egalitarian justice, between those who would restrict it to the level of the state and those who would extend it more widely. It also notes (...) the cross-cutting distinction between relationists (whose views on scope are derived from a belief about which relations, practices or institutions give rise to the demands of equality) and non-relationists (who place no such importance on empirical facts about the relations between individuals). Beyond this, it sets out some of the different principles that might flow from a commitment to global egalitarianism. One of the key goals is to highlight the increasing diversity within debates on global justice, so that even those with a shared commitment to global equality may espouse different views about the justifications for equality, as well as the nature of, and proper sites for, egalitarian principles. (shrink)

China has carried out a series of higher education reforms in the past decades. One of the most important parts of the reforms is the internationalization progress of Chinese universities. Despite being a developing country, China offers globally competitive scholarships to international students. However, surprisingly, little research has touched on how international students view China’s high scholarship policies, leaving an important and intriguing question underexplored. Therefore, this paper attempts to fill the literature gap by investigating international students’ brand perceptions (...) of Chinese universities that provide high scholarships. Moreover, we reveal the process of their judgments through identifying the mediating role of perceived quality. A set of two experimental studies provide convergent support for these propositions. Theoretically, the findings of this paper contribute to the literature on higher education reforms, scholarship policies, and branding. In terms of practice, the research results offer implications to policy makers, education professionals, and students. (shrink)

BackgroundIn recent years, technological advancements have increased the importance of innovation activities. Therefore, firms invest millions of dollars in innovation activities to ensure long-term business sustainability. Similarly, consumer concerns have increased dramatically over the past years. Thus, brand loyalty has become a top priority for firms and consumers. In this background, this research examines how firms’ innovation activities translate into consumer brand loyalty to assure business sustainability in Asian markets, particularly China, Pakistan, and Indonesia.ObjectivesThis study’s specific objectives are (...) to comprehend the concept of firms’ innovation activities and their effect on the brand prototype. Examine the effect of the brand prototype on global brand preference, recommendation, and loyalty among Asian consumers. Find out the impact of brand preference on brand recommendations and the influence of brand recommendations on brand loyalty among Asian consumers.Materials and methodsA total of 814 consumers from Asian countries participated in this study, and structural equation modeling was used to analyze the data.ResultsThe findings indicate that firms’ innovation activities, such as processes, products, and store environment, positively influenced the brand prototype, thereby increasing consumer brand knowledge. Likewise, brand prototype contributes to developing brand preference, brand recommendation, and brand loyalty among Asian consumers. Lastly, consumer brand preference significantly influenced brand recommendation, which positively improves consumer brand loyalty in Asia.ConclusionThis study concluded that Asian consumers have favorable perceptions of firms’ innovation activities, which influences their ability to develop brand prototypes to increase consumer brand knowledge. Similarly, brand prototype fosters brand preference, recommendation, and loyalty. Likewise, favorable brand preference encourages consumers to recommend the brand to others, strengthening brand loyalty. Thus, firms should invest in innovation activities to strengthen consumer brand loyalty in Asian markets. Consequently, this study may assist multinational corporations in increasing their business volumes and market shares in Asia.Managerial recommendationsThis study provides important managerial recommendations. The findings revealed that global managers can develop and implement several branding strategies for sustaining their businesses in the Asian environment. (shrink)

Is it socially responsible to price at a premium, company branded generic pharmaceuticals in emerging economies? Building toward an answer to this question, the study first describes the role of the branded generic sector in the economic success of the global pharmaceutical industry. Second, the concept of “shared value,” i.e., the link between competitive advantage and corporate social responsibility, is introduced and applied to the global pharmaceutical industry’s position on marketing generic pharmaceuticals. Third, an empirical evaluation ascertains whether (...) there is sufficient shared value for this company branded generics pricing strategy to be considered “socially responsible.” Fourth, after concluding there is sufficient shared value, a discussion section offers a public/private framework that will help ensure that safe and effective pharmaceuticals are sold to consumers in developing economies. Lastly, a summary and conclusion section completes the article. (shrink)

Why and how have supply chain codes of conduct diffused among lead firms around the globe? Prior research has drawn on both institutional and stakeholder theories to explain the adoption of codes, but no study has modeled adoption as a temporally dynamic process of diffusion. We propose that the drivers of adoption shift over time, from exclusively nonmarket to eventually market-based mechanisms as well. In an analysis of an original data set of more than 1,800 firms between the years 2006 (...) and 2015, we find that strong nonmarket labor institutions in a firm’s home country are critical to initiating and sustaining the diffusion process. Market mechanisms, such as investor scrutiny and brand risk, emerge as important later. Contrary to prior research, we did not find a significant effect from nongovernmental organization (NGO) pressure. We conclude that markets for corporate social responsibility can and do arise, but only after they are effectuated by nonmarket institutions. (shrink)

This essay reads Deleuze and Guattari's Anti‐Oedipus, somewhat perversely, as a radical Lacanian means of conceptualizing hypermodern capitalism. If, as Deleuze and Guattari argue, it is psychoanalysis that rediscovers and retraces the death instinct in classical, nineteenth‐century capitalism, Deleuze and Guattari's schizoanalysis better exemplifies the ways in which the deterritorializing flows of twenty‐frrst‐century global capitalism have overcoded and overwritten that classical, nineteenth‐century order of things. Taking Bret Easton Ellis's novel, American Psycho as its symptomatic text, this essay discusses the (...) implications, raised hysterically in the novel, of an unrestricted economy in which the ‘subject’ is no longer held in place by a governing (master or paternal) signifier in relation to a traditional symbolic order. The essay shows how Lacan's notion of ‘the Other’ has been reconfigured, in relation to consumer capitalism, such that it takes the form of a purely machinic imperative that turns the subject into an economically dividuated producing/product. The subject has become a little machine hooked up to the big machine that maintains it in debt in a continual process of consumption‐production of commodities, brands and identities. (shrink)

Japanese youth goods have become globally popular over the past 15 years. Referred to as `cool', their contribution to the national economy has been much hyped under the catchword Japan's `GNC'. While this new national brand is indebted to youth — youth are the intended consumers for such products and sometimes the creators — young Japanese today are also chastised for not working hard, failing at school and work, and being insufficiently productive or reproductive. Using the concept of immaterial (...) labor, the article argues that such `J-cool' products as Pokémon are both based on, and generative of, a type of socio-power also seen in the very behaviors of youth — flexible sociality, instantaneous communication, information juggling — that are so roundly condemned in public discourse. The article examines the contradictions between these two different ways of assessing and calibrating the value of youth today. It also looks at the emergence of youth activism around the very precariousness, for them, of socio-economic conditions of flexibility. (shrink)

This case examines BP company’s launch of a new global brand - under the banner of “Beyond Petroleum” and a new logo – a vibrant sunburst of green, while, and yellow – in 2000. The case also analyzes the series of environmental health and a safety problem BP suffered since the launch of the “Beyond Petroleum” campaign and explores what important lessons that can be drawn for companies that might be considering sustainability factors in their branding strategies.

Social distance, as a non-static cognitive attribute of acceptance among particular groups across different contexts, has been resemioticized during the coronavirus crisis and legalized worldwide to reduce global strain on healthcare systems and prevent deaths. Concerning this, brand designers have tried to persuade the brand community to benefit from products or services safely by staying away from others as much as possible instead of in-person contact. This research was conducted to discover the semiosis process of social-distancing resemioticization (...) through creating values of brands during the post-coronavirus crisis. The corpus consists of 124 brands – all sampled purposely from 2019 to 2021 – which was investigated via a mixture of qualitative and quantitative methods using an integrated model in a functional perspective. All the results highlight the fact that, although brand designers have attempted to creatively resemioticize social-distancing during the coronavirus crisis as a means of increasing or enriching brand values, still some semiosis layers of brand discourse have been overlooked. Pertaining to this, the authors try to apply a new perspective of marketing semiotics to appraise consumer investments in light of a socio-cultural setting by conducting an inquiry about the semiosis of individual brand discourses to manage consumer perceptions regarding brand equity. (shrink)

Images abound of women throughout the ages engaging in various activities. But why are there so few representations of childbirth in visual art? Feminist artist Judy Chicago once suggested that depictions of women giving birth do not commonly occur in Western culture but can be found in other contexts such as pre-Columbian art or societies previously considered "primitive." Chicago's own exploration of the theme resulted in the creation of The Birth Project (1980-85): an unprecedented series of eighty handcrafted works of (...) art created in a variety of needlework techniques by more than 130 artisans that celebrate the experience of birth and a woman's transformation into motherhood. But why is The Birth Project an aberration from today's norm? What are the reasons that childbirth remains a taboo subject in our visual culture? Why is the birthing experience--so pervasive for women--so infrequently celebrated, even by female artists? (shrink)

Private, voluntary compliance programs, promoted by global corporations and nongovernmental organizations alike, have produced only modest and uneven improvements in working conditions and labor rights in most global supply chains. Through a detailed study of a major global apparel company and its suppliers, this article argues that this compliance model rests on misguided theoretical and empirical assumptions concerning the power of multinational corporations in global supply chains, the role information plays in shaping the behavior of key (...) actors in these production networks, and the appropriate incentives required to change behavior and promote improvements in labor standards in these emergent centers of global production. The authors argue that it is precisely these faulty assumptions and the way they have come to shape various labor compliance initiatives throughout the world—even more than a lack of commitment, resources, or transparency by global brands and their suppliers to these programs—that explain why this compliance-focused model of private voluntary regulation has not succeeded. In contrast, this article documents that a more commitment-oriented approach to improving labor standards coexists and, in many of the same factories, complements the traditional compliance model. This commitment-oriented approach, based on joint problem solving, information exchange, and the diffusion of best practices, is often obscured by the debates over traditional compliance programs but exists in myriad factories throughout the world and has led to sustained improvements in working conditions and labor rights at these workplaces. (shrink)

The government itself, which is the only mode which the people have chosen to execute their will, is equally liable [with the standing army] to be abused and perverted before the people can act through it. Witness the present Mexican war, the work of comparatively a few individuals using the standing government as their tool; for, in the outset, the people would not have consented to this measure. Henry Thoreau, in “Civil Disobedience” It is easy to say — and often (...) is said — that we cannot have tolerable relations with new revolutionary regimes. The problem is that our anticommunist paranoia has made it impossible to find out. We do not know whether Mao's declared interest in a relationship with the Americans in the 1940s or Ho Chi Minh's were sincere. And the reason we don't know is that we never tried to find out. Those who reported it was a possibility were hounded out of the foreign service because of our suspicion and fear of communism. The legacy of that era brings to mind Ivan the Terrible's practice of murdering the bearer of bad news. We are more civilized than that; we have been content simply to ruin people's careers. J. William Fulbright, in The Price of Empire This poisonous thing I'm trying to describe is [a] characteristic way of dealing with criticism. It used to be enough to brand a critic as a radical or a leftist to make people turn away. Now we need only to call him a liberal. Soon “moderate” will be the M word, “conservative” will be the C word and only fascists will be in the mainstream. E. L. Doctorow, Brandeis Commencement, May 21, 1989 We have lived with violence for seven years It was not worth one single life But the patriot's fist is at her throat Her voice is in mortal danger... Adrienne Rich, “Natural Resources,” in Dream of a Common Language. (shrink)

Judging by their contribution to the global burden of death and disability, chronic, non-communicable diseases are the most serious health challenge facing the world today. The statistics tell a frightening story. Over 35 million people died from chronic diseases in 2005 — principally cardiovascular disease, cancer, and chronic respiratory disease. Driven by population growth and population ageing, deaths from non-communicable diseases are expected to increase by 17% over the period 2005-2015, accounting for 69% of global deaths by 2030.Cardiovascular (...) disease, the leading cause of death in all regions except sub-Saharan Africa, is estimated to rise from 17.1 million deaths to 23.4 million deaths. Cancer deaths will increase from 7.4 million to 11.8 million over the same period. Due to population growth, mergers and acquisitions, and the marketing of global cigarette brands in developing countries, deaths from tobacco will rise from 5.4 million per year, through 6.4 million, to 8.3 million by 2030. These figures include a doubling in tobacco deaths in low- and middle-income countries from 3.4 million to 6.8 million lives annually. By 2015, smoking will cause 50% more deaths than HIV/AIDS. (shrink)

Sovereign Wealth Funds have attracted significant attention over the past few years, as a result of their increasing role in the global economy and their controversial minority investments in distressed financial and infrastructure companies in Western economies. Although SWFs provide important benefits to home, host and global markets, they have been perceived by the Western mind as a growing threat to economic supremacy and national security. While the current legal scholarship provides an incomplete policy response, by either selectively (...) referring to specific legal instruments within the international law framework or proposing an entirely new legal regime, this Article attempts to address this crucial lacuna by providing an original and comprehensive legal analysis of the SWF phenomenon and its interaction with the preexisting framework of international law. The various abovementioned concerns have prompted various Western attempts to block SWF cross-border investments through legislative reforms or ad hoc protectionism of the executive branch. These governmental policies frequently violate international commitments in the international economic law arena and call for a closer look at the nature of such commitments and their respective implementation in the SWF environment. The Article looks at recent practices in Western countries aimed at blocking SWF investments, especially in the context of iconic brands and national champions. It then reviews various relevant provisions in international legal instruments, which are applicable to these potential investments, and examines the question of their violation by capital-importing countries. A proposed innovative adaptation to this new reality is provided. I argue that the existing framework of international investment law can provide adequate solutions to investment protectionism against SWFs. Regarding regulation of SWFs’ investments, since recent experience has underlined that SWFs function largely like any other commercial entities, there is a need to shift the discussion and terminology towards regulation of sovereign activity rather than sovereign funds. Finally, the Article explores the broad consequences of investment law and corporate governance reforms following the debate around SWF investments on maintaining healthy and productive cross-border economic relations in a globalized world. (shrink)

Even though the COVID-19 pandemic has represented an intense period of stress and anxiety for individuals, it has also been an opportunity for firms to engage in cause-related marketing initiatives as a means of providing support and helping them cope with this global pandemic. This study analyzes the influence of cause–brand fit and cause–brand alliance on customer-based legitimacy and reputation. This study also examines the mediating and moderating roles of trust and betrayal, respectively. Data were collected from (...) 455 participants during the first wave of the pandemic, especially during the first lockdown. The results contribute to unveiling the economic and societal outcomes of cause-related marketing. The findings also enrich the antecedents of the legitimacy and reputation conferred by customers. (shrink)

This paper furnishes a brand storytelling account of the Covid-19 pandemic. By adopting a fictional ontological standpoint, the virus’ narrative space is mapped out by recourse to metaphorical modeling. The disease imagery stems from global mainstream media in the context of Covid-19’s brand globalization, as increasing interconnectedness of and interdependence between social, cultural and economic discourses. The main narrative components (actors, settings, actions, relationships) are outlined as episodes that make up the virus’ brand personality, against the (...) background of a reading grid. Subsequently, a nexus of ontological (deep) metaphors is identified as the virus’ master narrative, by identifying transfers between the global mediascape and the brand’s narrative space. Deep metaphors are equivalent to cultural archetypes or mythopoetic structures which make up a collective structural unconscious. Deep metaphors stem from reducing surface metaphors to their most universal semantic dimensions by identifying permeating themes. Instead of ascribing primacy to the . (shrink)

Skeptical theists have been charged with being committed to global skepticism. I consider this objection as it applies to a common variety of skeptical theism based on an epistemological principle that Stephen Wykstra labeled “CORNEA.” I show how a recent reformulation of CORNEA (provided by Stephen Wykstra and Timothy Perrine) affords us with a formal apparatus that allows us to see just where this objection gets a grip on that view, as well as what is needed for an adequate (...) response. I conclude by arguing that, given some plausible, modest, and independently motivated anti-skeptical principles, this objection poses no threat to Wykstra’s brand of skeptical theism. (shrink)

This paper offers a social phenomenological reading of the globally binding practice of 'social distancing' in light of the precautionary measures against the spreading of the Covid-19 virus. Amid speculation about the far-reaching effects of temporarily applicable measures and foresights about the advent of an ethos that has been heralded by the media as the 'new normal', the ubiquitous phenomenon of social distancing calls for a fundamental ontological elucidation. The purported hermeneutic that is situated in the broader place branding and (...) experiential marketing literatures places Covid-19 in the shoes of Being, and, therefore, imagines how Being would behave ontologically if it were a virus. By positing that the virus does operate like Being, five these are formulated as experiential interpretive categories with regard to the ontological status of Covid-19. The adopted approach makes the following contributions to the extant literature: First, it addresses a wholly new phenomenon in place branding, namely a pre-branded place that is non-negotiable, globally applicable and seemingly equivalent to pure void. Second, it advances the application of phenomenological research in experiential consumption by highlighting the aptness of the so far peripheral (in the marketing discipline) strand of Heideggerian fundamental ontology. Third, it expands the notion of place in the place branding literature, by showing how spatialization is the outcome of temporalization, in line with the adopted phenomenological perspective. (shrink)

The government itself, which is the only mode which the people have chosen to execute their will, is equally liable [with the standing army] to be abused and perverted before the people can act through it. Witness the present Mexican war, the work of comparatively a few individuals using the standing government as their tool; for, in the outset, the people would not have consented to this measure. Henry Thoreau, in “Civil Disobedience”It is easy to say — and often is (...) said — that we cannot have tolerable relations with new revolutionary regimes. The problem is that our anticommunist paranoia has made it impossible to find out. We do not know whether Mao's declared interest in a relationship with the Americans in the 1940s or Ho Chi Minh's were sincere. And the reason we don't know is that we never tried to find out. Those who reported it was a possibility were hounded out of the foreign service because of our suspicion and fear of communism. The legacy of that era brings to mind Ivan the Terrible's practice of murdering the bearer of bad news. We are more civilized than that; we have been content simply to ruin people's careers. J. William Fulbright, in The Price of Empire (1989) This poisonous thing I'm trying to describe is [a] characteristic way of dealing with criticism. It used to be enough to brand a critic as a radical or a leftist to make people turn away. Now we need only to call him a liberal. Soon “moderate” will be the M word, “conservative” will be the C word and only fascists will be in the mainstream. E. L. Doctorow, Brandeis Commencement, May 21, 1989We have lived with violence for seven yearsIt was not worth one single lifeBut the patriot's fist is at her throatHer voice is in mortal danger...Adrienne Rich, “Natural Resources,” in Dream of a Common Language (Norton, 1978). (shrink)

Drawing from cognitive learning theories we hypothesize that exposure to nationalistic appeals that suggest consumers should shun foreign brands for moral reasons increases the general belief in consumers that buying foreign brands is morally wrong. In parallel, drawing from the theory of psychological reactance we posit that such appeals may, against their communication goal, increase the reputation of foreign luxury brands. We term the juxtaposition of these apparently contradictory effects the “Ambivalence Hypothesis.” Further, drawing from prior research on source-similarity effects (...) we posit that foreign luxury brands that communicate cultural proximity to target consumers (i.e., a local brand positioning) reinforce psychological reactance (“Clean Conscience Hypothesis”). We test these hypotheses experimentally in the context of luxury car brand advertising in China, a market that is heavily dominated by foreign brands, and therefore provides a breeding ground for ambivalent consumer reactions. Results show that exposure to nationalistic appeals enhances consumers’ national identity dispositions (patriotism, local identity), which results in higher levels of consumer ethnocentrism. Further, nationalistic appeals enhance the social responsibility associations that consumers hold for foreign luxury brands and their countries of origin, which results in a higher brand reputation. Finally, effects of nationalistic appeals on foreign luxury brand reputation are positively stronger for brands using a local vs. a foreign or a global positioning. These findings suggest that nationalistic appeals are a double-edged sword with important implications for ethics in political communication and luxury brand marketing. (shrink)

In the era of economic globalization, the competitiveness of products on a global scale is increasingly achieved through effective and sustainable strategies for brand development by the leaders. This paper conducts an empirical study on regional brand competitiveness influencing factors. A research model was proposed and tested by employing structural equation modeling. Data analysis was conducted using 214 valid questionnaires from two major producing areas in Jilin Province, China. Research results show that Brand Market and Government (...) Guidance directly and positively impact the regional BC. Regional Resource and industrial development indirectly impact the regional BC through the mediating role of BM and GG. BM is the most important factor affecting the regional BC. Based on this, the path to improve the competitiveness of traditional agricultural products under economic globalization is determined, and targeted countermeasures and suggestions are formulated for the existing problems. (shrink)

The COVID-19 pandemic is an unprecedented time in history. Surrounding this pandemic are many enormous uncertainties across the globe. Severe consequences have assessed for the incomes of almost 84% of employers and 68% of self-employed who are working and living in countries that are or have went through a phase of closing workplaces. Similarly, the global rate of unemployment is also expected to be increased in the coming years as 54% of employers worldwide are running their businesses in the (...) hardest-hit sectors. All of these clearly show the uneven impact of the Coronavirus crisis which will remarkably compound already present inequalities, difficulties, and vulnerabilities. The economic ramifications for 186 countries under the crunch of the COVID-19 pandemic is also considered tremendous for Pakistan. The core aim of this research was to test a new conceptual framework depicting the ramifications of restructuring processes carried out by management for their organizations amidst the COVID-19 pandemic on an Institute’s reputation as an employer brand. It also investigates the impact of perceived restructuring on a corporate brand promise made by the university or institute from the viewpoints of other key stakeholders and potential job seekers. The current study had proposed four hypotheses and according to the results of Structural Equation Modeling, the direct hypothesis based upon the relationship between restructuring and employer branding has been rejected. This study shows that restructuring and employer branding has a negative and insignificant effect on each other. The second direct hypothesis of the study that measures the effect of restructuring on corporate branding has been accepted. A corporate brand is a kind of a hub and it considers how an institute treats and deals with all of its stakeholders. It is different from employer brand as the perceptions of employees were the main focus. So, according to the results restructuring did not cause massive damage to the overall outlook of the institute. Furthermore, for the purpose of mediation analysis, the maximum likelihood method by bootstrapping was adopted to test the indirect hypotheses of the study. Crowdsourcing was introduced as a mediator in this study with restructuring, employer, and corporate brand all together in one framework, which is the novel aspect of this study. There are two indirect hypotheses and according to the results both of them did not show any insignificant results. Firstly, the study analyzed mediation among crowdsourcing, restructuring, and employer branding which was fully accepted as the results showed full mediation between these constructs. Secondly, the study analyzed mediation among crowdsourcing, restructuring, and corporate branding which was partially accepted as results showed partial mediation between these constructs. (shrink)