JournalTOCs

Marketing Theory
Journal Prestige (SJR): 1.2

Citation Impact (citeScore): 3
Number of Followers: 15

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1470-5931 - ISSN (Online) 1741-301X
Published by Sage Publications

[1174 journals]

Sycomorphism in city branding: The case of Amazon HQ2
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  Authors: Katie R Sullivan, Jens Rennstam, Jon Bertilsson
  Abstract: Marketing Theory, Ahead of Print.
  In recent decades, tech-companies such as Amazon, Google, Facebook, and Apple have grown exponentially, and it can be tempting for cities to try to attract these powerful corporations. This paper explores a particular aspect of this development, namely, how cities brand themselves to win the favor of a single big business. We draw on institutional isomorphism and a case study of North American cities’ branding efforts to attract Amazon’s second headquarters (dubbed HQ2). Our qualitative analysis shows that branding for a big business can lead cities into what we call sycomorphism, that is, acting obsequiously toward an important other in ways similar to other organizations. We identified three key expressions of sycomorphism: pandering, identification, and blank-checking. Our study contributes with knowledge that cities are not only subject to generalized pressure to compete for businesses, but they are also enticed by single powerful actors outside their organizational field, that can “jolt” cities to communicate obsequiously to win favor. Through the concept of sycomorphism, we advance the theoretical understanding of the relationship between isomorphism and city branding and thereby expand the usefulness of institutional theory in marketing scholarship.
  Citation: Marketing Theory
  PubDate: 2022-06-20T05:54:45Z
  DOI: 10.1177/14705931221108426
Sacrifice and violence in the marketplace
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  Authors: Michal J Carrington
  Abstract: Marketing Theory, Ahead of Print.
  Sacrifice is central to the flourishing of human culture and is integral to everyday life through practices of gifting, abstinence, donation and substitution. Consumer studies have predominantly taken a theological view of consumption-based sacrifice as medium of self-transformation, purification and transcendence to the realms of the sacred. Yet, there is a darker side to marketplace sacrifice. An alternative reading of sacrifice acknowledges the violence that is also often present in sacrifice – a violence that is directed and ritualised through the sacrifice of the scapegoat. Violent sacrifice can unite and reconcile conflicting individuals into a cohesive community, the taking of a life – at least symbolically – to restore social order and the status quo. This violent turn is missing from accounts of sacrifice and sacrificial gift giving in marketing and consumer studies that do not account for the deep, visceral, human desire for violent sacrifice – in both non-blood and bloodletting forms. To address this gap, I first introduce René Girard’s perspectives on violence, sacrifice and scapegoating to conceive an ideology of violent sacrifice in markets and consumption. I then re-examine extant market and consumer studies that investigate acts of sacrifice to reveal dimensions of violence and expand conceptions of sacrifice as being both light and dark. Thus, acknowledging the dual nature of sacrifice: purifying sacrifice to transform through abstinence and giving; and, violent sacrifice through mechanisms of scapegoating. Understanding these two faces of sacrifice has significant implication for marketing scholarship and marketing practice.
  Citation: Marketing Theory
  PubDate: 2022-06-17T02:50:31Z
  DOI: 10.1177/14705931221108427
The transformation of selling for value co-creation: Antecedents and
boundary conditions
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  Authors: Daniela Corsaro, Isabella Maggioni
  Abstract: Marketing Theory, Ahead of Print.
  The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.
  Citation: Marketing Theory
  PubDate: 2022-05-28T06:02:09Z
  DOI: 10.1177/14705931221104519
Customer experiences in crisis situations: An agency-structure perspective
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  Authors: Bård Tronvoll, Bo Edvardsson
  Abstract: Marketing Theory, Ahead of Print.
  In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.
  Citation: Marketing Theory
  PubDate: 2022-05-26T12:32:37Z
  DOI: 10.1177/14705931221104520
Writing telepathy back into marketing theory
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  Authors: Mark Tadajewski
  Abstract: Marketing Theory, Ahead of Print.
  Adopting a commitment to the principle of heterogeneity, combined with a concern for subjugated and disqualified knowledge, we unravel the debates around telepathy and telementation in marketing theory and practice. We explicate the conditions of possibility for these deliberations, focusing on the Society for Psychical Research (SPR). A close reading of the scholarly outputs published by members of the SPR helps us unpack the theoretical assumptions underwriting telepathy via the concept of the subliminal self. This material forms the foundations for William Walker Atkinson’s ‘practical occultism’. We review Atkinson’s work, making the case that telepathy was central to exerting personal influence. Our account thus diverges markedly from extant histories of influence. Attention is then turned to the jettisoning of telepathic linkages. Changes in discourse reflect ‘epistemological deflation’ in combination with ‘counter-reversal’. Nonetheless, telepathic and telementative assumptions remain central to our understanding of sales and marketing communications. The same can be said of consumer research. Telepathy may also impact our future in a novel, ‘synthetic’ form.
  Citation: Marketing Theory
  PubDate: 2022-05-21T10:11:34Z
  DOI: 10.1177/14705931221095611
The interplay between customers’ incidental and integral affects in
value experience
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  Authors: Birgitta Sandberg, Leila Hurmerinta, Henna M Leino
  Abstract: Marketing Theory, Ahead of Print.
  Current understandings of emotional value focus on integral affects that are directly related to present judgements and choices. This neglects recent research on the complexity of affect and dismisses affects triggered by situations, events, or persons encountered in daily life outside of the decision-making situation or process; that is, incidental affects. In this article, we analyse the interplay between customers’ incidental and integral affects in value experience during life transitions. Based on the qualitative data collected on real-estate services, we unveil the internal dynamics of affective value by showing the intrapersonal and interpersonal forms of interplay (spillover, ambivalence, divergence and convergence) between integral and incidental affects. This advances knowledge on the composition and dynamics of the concept of affective value and on the affective value experience in life transitions.
  Citation: Marketing Theory
  PubDate: 2022-05-17T07:11:48Z
  DOI: 10.1177/14705931221099314
Bleak signs of our times: Descent into ‘Terminal Marketing’
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  Authors: Oscar Ahlberg, Jack Coffin, Joel Hietanen
  Abstract: Marketing Theory, Ahead of Print.
  Marketing theory has twisted and turned with the introduction of many theoretical innovations. Yet, despite being influenced by various critical perspectives, the general marketing discourse remains remarkably optimistic about contemporary consumer culture, its capability to produce meaning and individuality, and its potential to overcome the existential threats of the 21st century, or at least its capacity to be transformed for the better. This paper discerns a countervailing current within critical marketing thought; a smattering of scholars that resist the therapeutic urge to tell that all will be well, producing a proliferation of papers that are deeply pessimistic about conventional marketing concepts like meaningful experience, agency, and the sovereignty of the consumer ‘self’. Against the current of convention, this research seeks to address an increasing zeitgeist of bleak cultural aporia, an atmosphere of apolitical apathy where the future has increasingly been ‘cancelled’ and all that remains is a carnivalesque consumer culture that has resigned itself to extinction, even if on the semiotic surface it is increasingly ethical and ecological. The present paper catalogues this development and draws together some of its tendencies. Chief amongst these is the tendency to see the consumer as a desiring intensity immersed in vast networks of techno-capitalism and thus reduces the idea of the agentic and individualistically creative consumer into a myth at best. We propose the term Terminal Marketing to describe this pessimistic theoretical attitude, but we consider its mood as potentially producing more critical interventions than the generally critical-yet-optimistic tone of interpretive marketing.
  Citation: Marketing Theory
  PubDate: 2022-05-12T10:37:30Z
  DOI: 10.1177/14705931221095604
Landing in affective atmospheres
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  Authors: Chloe Preece, Victoria Rodner, Pilar Rojas-Gaviria
  Abstract: Marketing Theory, Ahead of Print.
  Studies on affect and affective atmospheres have been a topic of increasing interest in marketing, particularly in the management of consumption and retail spaces where service providers attempt to orchestrate a prescribed, collective affective response in consumers. This paper draws on the work of Sara Ahmed and Margaret Wetherell to bring the subject back to the fore, providing a more fine-grained theorisation of how individuals land in such atmospheres. We articulate surfacing and sticking as key dimensions of landing, highlighting the heterogeneity of our landing, whereby affect is individually felt through bodily reactions due to how our personal affective history intersects with the socio-political context. Using a poetic affective attunement method, we capture intensely affective atmospheres, namely spirit-permeated religious settings in Brazil; demonstrating how landing results in different orientations or disorientations through which often elided emotional experiences come into view, privileging some subjects and objects whilst disadvantaging others.
  Citation: Marketing Theory
  PubDate: 2022-05-03T06:20:19Z
  DOI: 10.1177/14705931221076561
Professional reflexivity in customer involvement: Tensions and ambiguities
in between identities
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  Authors: Per Echeverri
  Abstract: Marketing Theory, Ahead of Print.
  This article conceptualises how professionals, working according to customer involvement rationales in marketing contexts, experience and deal with the tension between their own identity, as regards having knowledge expertise, and the knowledge expertise they attribute to their customers. By relating the literature on professional identity to customer involvement in marketing, and by investigating this relationship in an empirical study of healthcare professionals influenced by customer involvement discourses, the article identifies the key underlying theoretical properties and mechanisms of professional reflexivity. A conceptual framework is outlined, displaying the key role of situated reflexivity by which means professionals enact ways of involving their customers, amidst a two-dimensional space defined by perceived professional and customer identities. It is argued that this conceptual framework details a social tension, between professionals and customers, that is highly visible in many service and marketing interactions and overlooked in marketing theory. It is argued that uncovering this tension adds to our understanding of why value is not always co-created in line with customer involvement rationales.
  Citation: Marketing Theory
  PubDate: 2022-04-27T07:31:04Z
  DOI: 10.1177/14705931221087710
How brands mobilize status, reputation, and legitimacy cues to signal
their social standing: The case of luxury watchmaking
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  Authors: Déborah Philippe, Alain Debenedetti, Damien Chaney
  Abstract: Marketing Theory, Ahead of Print.
  While social evaluations have gained prominence in the field of marketing, few studies have investigated how brands strategically mobilize their social evaluations. This study aims to further explore the potential of social evaluations to shed light on brand management processes. Through a qualitative content analysis of 420 unique magazine ads of 36 fine watchmaking brands over a four-year period, we show how brands strategically draw from the distinct repertoires of status, reputation, and legitimacy to signal their social position and increase their appeal to consumers. We find that brands mobilize and combine cues from the three repertoires in different ways and that these variations stem from differences in the brands’ strategic intent and extent of market embeddedness. We discuss the contributions of these findings to the marketing literatures on social evaluations and on the role of advertising in brand building and conclude by outlining avenues for future research.
  Citation: Marketing Theory
  PubDate: 2022-04-25T09:25:11Z
  DOI: 10.1177/14705931221089327
Stigmas that matter: Diffracting marketing stigma theoretics
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  Authors: Shona Bettany, Jack Coffin, Christian Eichert, David Rowe
  Abstract: Marketing Theory, Ahead of Print.
  The rich tradition of stigma theoretics in marketing and consumer research develops understanding of consumer stigma management, mitigated via marketing-mediated solutions, broadly within a Goffmanian liberal frame. However, building on classic liberal formulations of stigma, sociologists of stigma further examine the impact of the neoliberal political economy in terms of where stigma is produced, by whom and for what purposes. Using the empirical illustration of the emergence of HIV PreExposure Prophylaxis (PrEP), this paper seeks to develop these stigma theoretics towards the concept of stigma diffraction exploring the multiple stigma effects that can be identified and conceptualised through a diffractive lens. This encompasses and theorises beyond traditionally stigmatised contexts, groups and individuals to conceptualise a dynamic and diverse field of ‘stigmas that matter’.
  Citation: Marketing Theory
  PubDate: 2022-04-25T05:29:03Z
  DOI: 10.1177/14705931221087711
The global rhythms of consumption practices
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  Authors: Benjamin Rosenthal, Eliane Pereira Zamith Brito
  Abstract: Marketing Theory, Ahead of Print.
  Although consumers’ temporal experiences in the performance of single practices of extraordinary nature have been well understood, there is not yet a clear understanding of how temporal experiences unfold from the recurrent performance of complexes of practices. Conversely, we delve into how the recurrent performance of quotidian complexes of practices affects consumers’ temporal experiences. To do so, we adopt a Rhythmanalysis lens to study the recurrent performance of runners and swimmers. We contribute to the literature by proposing that global rhythms are enduring and encompassing temporal experiences unfolding from the recurrent performance of complexes of practices through a process involving the orchestration of complexes of practices, the embodied effects of its routinization, the integration of consumption habits, and social involvement with communities of practitioners.
  Citation: Marketing Theory
  PubDate: 2022-04-21T04:40:42Z
  DOI: 10.1177/14705931221081161
The social thickening of market futures: Exploring the discursive work of
drone visioneers
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  Authors: Domen Bajde, Mikkel Nøjgaard, Alev Pinar Kuruoglu
  Abstract: Marketing Theory, Ahead of Print.
  In this paper, we theorize the “social thickening” of market futures—the process through which imagined market futures take on social and moral significance and gel into shared visions of desirable social futures. Market studies have produced valuable insights into the role of representations and expectations in the constitution of future markets. However, extant research has been primarily concerned with the ways in which narratives of future markets affect the predictive and calculative capacities of market actors faced with uncertainty. In contrast, this paper draws attention to the social and normative aspects of discursive market future-making. Inspired by work on socio-technical imaginaries (STIs) and visioneering, we investigate how market visioneers such as consultancies, focal industry players, and mainstream media contribute to the “social thickening” of market futures in the context of commercial drones. Based on a qualitative analysis of a corpus of texts (consultancy reports, news media articles, and promotional videos), we uncover four discursive techniques of visioneering through which market futures are socially thickened: presencing, prospecting, problematizing, and entwining futures. Our study extends current theorizing of discursive market making and opens avenues for future research of market visioneering.
  Citation: Marketing Theory
  PubDate: 2022-04-15T04:51:38Z
  DOI: 10.1177/14705931221084356
Object-oriented marketing theory
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  Authors: Paolo Franco, Robin Canniford, Marcus Phipps
  Abstract: Marketing Theory, Ahead of Print.
  Assemblage and actor-network theories explain how markets and consumption are constituted by heterogeneous resources that form part-whole relations at various scales. Marketing and consumer research studies that use these theories, however, often retain human-centred scales and units of analysis, such that objects and forces that exist at unfamiliar (time)scales are overlooked. This paper explains how Object-Oriented Ontology can help to guide ontological, methodological, and analytical considerations in studies of market and consumption assemblages. We offer a framework that helps researchers to consider how far researchers should unpack assemblages into component parts; to what extent studies should trace objects’ effects as part of wider contexts; how ‘objects’ may harbour qualities that are withdrawn from social contexts; and how these hidden features can be encountered through speculative methods. Finally, we critically discuss the place of objects and subjects in socio-material research.
  Citation: Marketing Theory
  PubDate: 2022-03-25T01:17:26Z
  DOI: 10.1177/14705931221079407
Collective storytelling: Value co-creation in narrative-based goods
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  Authors: Marcin Wieczerzycki, Bartosz Deszczyński
  Abstract: Marketing Theory, Ahead of Print.
  The paper focuses on the interactions between authors/producers and consumers in the creation of products and services, whose value proposition rests on the story they tell – books, movies, games, etc. – narrative-based goods. We argue that their scope is not limited to the individual intrinsic experience and reinterpretation of the meanings of the story, described in the narrative consumption literature. We, therefore, propose a typology, which depicts the variety of possible instances of collective narrative consumption by distinguishing four types of interactions based on a hidden/open and confrontation-based/cooperation-based dialogue. Furthermore, we expand the analytical timeframe of transportation theories beyond the moment of consumption (narrative transportation). By incorporating insights from the concept of value co-creation based on the Service-Dominant Logic (SDL) literature we examine how value is co-created during the pre-, mid- and post-transportation phases in the case of all four interaction types. On this occasion, we also develop SDL by conceptualizing and providing examples for value co-creation that does not need direct individual producer-consumer interactions, whilst still significantly affecting both parties. The theoretical concepts are illustrated by practical examples of narrative consumption.
  Citation: Marketing Theory
  PubDate: 2022-03-08T01:44:58Z
  DOI: 10.1177/14705931221075832
Less than net zero: Redirecting capitalist fantasies through fetishistic
reversal
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  Authors: Jack Coffin
  Abstract: Marketing Theory, Ahead of Print.
  Inspired by the work of Slavoj Žižek, critical marketing theorists have identified how ideological fantasies support the capitalist status quo by operating as unconscious fetishes that are difficult to dispel. While these studies suggest that fetishisation is a formidable challenge to critical thought and activism, this think piece considers how fetishistic reversal may provide a means to redirect the ideological fantasies of capitalism towards more critical ends. This line of thinking is pieced together by drawing Žižekean theories alongside the topical example of Net Zero. It is argued that Net Zero is not a politically-neutral target but rather an ideological fantasy that can be interrogated for fetishistic disavowals, inversions and ticklishness. However, it is added that renouncing Net Zero as an ideological fantasy is likely to be unproductive, or even counter-productive. Instead, critical marketing scholars should proceed by reversing fetishistic effects. Developing Žižek’s notion of Less Than Nothing, it is suggested that Net Zero should be transposed with the more radical target of Less Than Net Zero. This piece concludes by thinking about the application of fetishistic reversal to other socioecological issues in order to push critical marketing theory further towards a more optimistic horizon.
  Citation: Marketing Theory
  PubDate: 2022-02-24T01:29:54Z
  DOI: 10.1177/14705931221075367
Introduction to special issue: Hierarchies of knowledge in marketing
theory
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  Authors: Olga Kravets, Rohit Varman
  First page: 127
  Abstract: Marketing Theory, Ahead of Print.
  
  Citation: Marketing Theory
  PubDate: 2022-04-24T09:39:24Z
  DOI: 10.1177/14705931221089326
The scalar politics of difference: Researching consumption and marketing
outside the west
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  Authors: Ozlem Sandikci
  First page: 135
  Abstract: Marketing Theory, Ahead of Print.
  This paper explores the relationship between knowledge hierarchies and sociospatial ordering of the world and, in doing so, to problematize the ways we study and understand consumption and marketing outside the West. By sociospatial ordering of the world, I refer to scalar divisions that organize and mobilize hierarchical perceptions of the world. Adopting a view of scale as a way of knowing and apprehending the world, I trace the origins, uses and effects of three scales – Third World, non-Western and emerging markets – that organize and inform research about marketing and consumption outside the West. Each of these scales indicates an imagined distance from an assumed central point and mobilizes visions that order and organize not only places, but knowledge produced in and about these places. I show that these scalar configurations are neither neutral nor transparent designations, but politically charged, sociospatial constructions that privilege certain representations, meanings and identifications over others. In the process, they shape knowledge production, permitting particular forms of difference – absence, plurality and excess – to take shape, circulate and gain legitimacy. I conclude by discussing the possibility of a notion of difference that does not rest on a negative comparison between two entities but is generative, affirmative and non-hierarchical.
  Citation: Marketing Theory
  PubDate: 2022-02-27T12:22:12Z
  DOI: 10.1177/14705931221074721
Epistemic in/justice: Towards ‘Other’ ways of knowing
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  Authors: Martina Hutton, Benedetta Cappellini
  First page: 155
  Abstract: Marketing Theory, Ahead of Print.
  This paper brings a critical awareness to the interrelations between epistemic injustice and knowledge hierarchies, through an insufficient attention to the Other as epistemically harmed. Because of the dominant empirical and theoretical authority Others are subjected to in research practices and dissemination, our paper explores how marginalised voices possess less epistemic agency due to their disciplining, neglect and subjugation as knowers through testimonial and hermeneutical injustice. We contribute two new categories of epistemic injustice in marketing; Silencing and Ignorance; areas, which reproduce and reify knowledge hierarchies but equally provide scholars with an opportunity to contest epistemic dominance. Through an explicit acknowledgement of the relationship between difference, power and knowledge in meaning-making, we argue for Other consciousness which entails (i) privileging Othered knowledge, (ii) highlighting structural epistemic in/justice within Marketing academe and (iii) advocating for artistic-inclusive processes, to alter how we theorise knowing Others, and Other knowers, in marketing scholarship.
  Citation: Marketing Theory
  PubDate: 2022-03-25T04:16:36Z
  DOI: 10.1177/14705931221076563
Hierarchies of knowledge about intersectionality in marketing theory and
practice
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  Authors: Marcel Rosa-Salas, Francesca Sobande
  First page: 175
  Abstract: Marketing Theory, Ahead of Print.
  There is scant research regarding intersectionality and epistemic hierarchies in marketing, including connections and disconnections between knowledge about intersectionality produced in marketing scholarship and practice. Thus, we examine how market logics propelled by gendered racial capitalism and the commercialization of identity politics impact the production of knowledge about intersectionality in the marketing discipline and industry. We consider how the notion of “intersectionality” has been conceptualized and obfuscated in marketing scholarship and entwined industry discourse. Consequently, we provide a genealogy of how “intersectionality” has been framed in marketing studies and industry approaches which reflect the entanglements of knowledge production, the politics of representation, and the marketization of social justice. Overall, we contribute to scholarly interventions regarding how intersecting oppressions influence marketing and critical analyses of it, as well as the complex interrelationship between marketing, commercial representation, and discourses of identity, inequality, and structural change.
  Citation: Marketing Theory
  PubDate: 2022-05-12T11:28:27Z
  DOI: 10.1177/14705931221075372
Neo-colonial hierarchies of knowledge in marketing: Toxic field and
illusio
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  Authors: Cagri Yalkin, Mustafa F. Özbilgin
  First page: 191
  Abstract: Marketing Theory, Ahead of Print.
  We explore the knowledge production experiences of marketing academics who currently work in countries that have previously colonized their home countries. Building on Bourdieu’s concepts of illusio and the field, we first demonstrate that participants are drawn to the appeal of the academic game which perpetuates itself as a toxic field of neo-colonial relations. Second, we illustrate that two dominant exploitative academic practices sustain this toxic field. Third, we demonstrate that there is a toxic illusio which prevents academics from developing a healthy sense of colonial relations in their knowledge production.
  Citation: Marketing Theory
  PubDate: 2022-03-03T05:19:54Z
  DOI: 10.1177/14705931221075369
The role of institutions in non-Western contexts in reinforcing
West-centric knowledge hierarchies: Towards more self-reflexivity in
marketing and consumer research
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  Authors: Aliakbar Jafari
  First page: 211
  Abstract: Marketing Theory, Ahead of Print.
  Critics often associate West-centric knowledge hierarchies in marketing (as well as in business and management studies) with (neo)colonialism, academic journal ranking fetishism, resource scarcity in non-Western societies, and the domination of the English Language in the international scholarly landscape. I advance this debate by examining the role non-Western societies themselves have played in reinforcing the phenomenon. Using the Muslim Middle East as a context, I argue that the coupling of the institutions of state politics and religion during the 20th century has negatively influenced the development of social sciences. I show how unreflexive Islamic civilizational revivalism has paradoxically contributed to the reproduction of the same hegemonic discourse it intended to repudiate. These, I argue, are the outcomes of the institutional arrangements that Western colonial/imperial powers have left behind in subordinate societies. I conclude by inviting researchers in both Western and non-Western contexts to develop a sense of self-reflexivity, one that can help create more consciousness about how what they write can impact upon self and others.
  Citation: Marketing Theory
  PubDate: 2022-03-08T11:20:43Z
  DOI: 10.1177/14705931221075371
See finish! Scunnered!! A vernacular critique of hierarchies of knowledge
in marketing
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  Authors: Folúké A. Bádéjọ, Ross Gordon
  First page: 229
  Abstract: Marketing Theory, Ahead of Print.
  Our paper presents a critique of how a totalising consumer voice predominates, as does a globalised marketing knowledge. We argue that it is time to release ideas from the marginalised, the unhinged and the peripheral. We feature a fictional dialogue between two characters using vernacular language: Ọmọ Naija, a Pidgin-speaking Yorùbá woman from Nigeria, and Rab, a Glasgow Patter-speaking man from Scotland. The conversation traverses two important areas of critique regarding hierarchies of knowledge in marketing: (1) decolonisation and (2) marginalisation of the vernacular. Our characters draw upon ancient and contemporary thinkers, writers and cultural icons to substantiate their critiques. Our analysis foregrounds how hierarchies of knowledge in marketing serve academic imperialism, an untranslatability of vernacular life and ignore the terroir of everyday existences.
  Citation: Marketing Theory
  PubDate: 2022-02-23T05:34:33Z
  DOI: 10.1177/14705931221074724
The “Esperanto” of business... or how to be successful in life: A
decolonial reading, using semiotics, of English language courses’
advertisements in Brazil
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  Authors: Marcus W. Hemais, Luís Alexandre Pessôa, Denise F. Barros
  First page: 251
  Abstract: Marketing Theory, Ahead of Print.
  The present paper seeks to analyze, based on the decolonial perspective, how the epistemic and ontological elements of the coloniality of power that operates through the linguistic imperialism of English are made present in the hierarchies of knowledge in marketing. For this, we use the generative trajectory, a semiotic theoretical model of meaning, to analyze advertisements of a transnational online English language company operating in Brazil, which reinforces in its communications the importance of learning English as the only way to succeed in the business world and to overcome the backwardness of local culture and language. The semiotic analysis helped to analyze the manipulation path and strategies and the concretization of the narratives present in the communication made through the ads, unveiling epistemic and ontological elements that make up the coloniality of power and its association to English, which was, in turn, related to the hierarchies of knowledge in marketing.
  Citation: Marketing Theory
  PubDate: 2022-03-02T03:39:58Z
  DOI: 10.1177/14705931221075368
Crossing wires: short-circuiting marketing theory
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  Authors: Jack Coffin, Christian A Eichert, Shona Bettany, Andrew Lindridge, Gillian Oakenfull, Jacob Ostberg, Lisa Peñaloza, Diego Rinallo, David Rowe, Jannsen Santana, Luca M. Visconti, Luciana Walther
  First page: 275
  Abstract: Marketing Theory, Ahead of Print.
  In the popular imagination sex sells. Yet, marketing theory has relatively little to say about sexuality per se. Drawing on Žižek’s metaphor of critical theory as ‘short-circuiting’ the dominant discourse, we conceptualise marketing as a field that theorises sexuality only in a series of ‘closed circuits’. Knowledge becomes hierarchical when some topics, such as sexuality, are denied the theoretical freedom to roam in wider open circuits alongside other ‘mainstream’ marketing topics. We identify four ways in which certain topics are enclosed: theoretical, empirical, institutional and neo-colonial. We then seek to short-circuit this state of affairs by bringing together a heterogeneous group of scholars interested in sexuality. By crossing their critical insights like unexpected connections in a circuit, we create sparks of inspiration that challenge the contents, contexts and concepts that relate to marketing theories of sexuality. Our paper makes a specific theoretical contribution in arguing for sexuality to be treated as a phenomenon worth studying and theorising in its own right. However, it also makes a wider methodological and epistemological contribution in showing how various topics within marketing theory might be short-circuited to help flatten the hierarchies of knowledge created by closed and open circuits.
  Citation: Marketing Theory
  PubDate: 2022-02-24T01:28:14Z
  DOI: 10.1177/14705931221074722
The queer manifesto: Imagining new possibilities and futures for marketing
and consumer research
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  Authors: Daniela Pirani, Athanasia Daskalopoulou
  First page: 293
  Abstract: Marketing Theory, Ahead of Print.
  In this manifesto, we explore how queer theory can contribute to expanding what we consider legitimate knowledge within marketing research. Previous scholars in marketing and management have highlighted the potential of queer theory, remarking how little it is used within the discipline. Reviewing marketing scholarship that uses queer theory shows how it is mostly applied in relation to the Lesbian, Gay, Bisex, Trans and Queer (LGBTQ+) consumers and contexts, reproducing the same dualism it challenges. To overcome this, we provide a brief outline of the theory, leading to five research avenues that are relevant to marketing: gender and sexuality; phenomenology; desire; failure and methodology. Each of these avenues considers how queer lenses have been and could be applied within our discipline. We stress that the epistemological value of queer theory is in valuing the margins, rejecting dualism and questioning the hierarchies of power within capitalism. In the utopian logic of the manifesto, we do not intend to provide guidelines, but horizons of possibility for marketing and consumer theorisation.
  Citation: Marketing Theory
  PubDate: 2022-02-25T07:26:46Z
  DOI: 10.1177/14705931221074723