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Branding national myths and symbols [1] (BNMS) is a field of research focusing on branding and marketing of a nation's myths and symbols. The research blends the theories of marketing, cultural communications, sociology, public relations, and semiotics. The awareness of a nation's (or a collective group's) internal myths and symbols may result ...
Sociological institutionalism (also referred to as sociological neoinstitutionalism, cultural institutionalism and world society theory) is a form of new institutionalism that concerns "the way in which institutions create meaning for individuals." [1] Its explanations are constructivist in nature. [2]
New institutional economics (NIE) is an economic perspective that attempts to extend economics by focusing on the institutions (that is to say the social and legal norms and rules) that underlie economic activity and with analysis beyond earlier institutional economics and neoclassical economics.
Henri Tajfel's greatest contribution to psychology was the social identity theory. Social identity is a person's sense of who they are, based on their group membership(s). Tajfel (1979) proposed that the groups (e.g. social class, family, football team, etc.), which people belonged to were a source of pride and self-esteem. Groups give us a ...
Social currency refers to the actual and potential resources from presence in social networks and communities, including both digital and offline. It is, in essence, an action made by a company or stance of being, to which consumers feel a sense of value when associating with a brand, while the humanization of the brand generates loyalty and "word of mouth" virality for the organization.
In sociology and organizational studies, institutional theory is a theory on the deeper and more resilient aspects of social structure. It considers the processes by which structures, including schemes, rules, norms, and routines, become established as authoritative guidelines for social behavior. [ 1 ]
A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public.The corporate identity is typically visualized by branding and with the use of trademarks, [1] but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of corporate communication, aiming to ...
A consumer-brand relationship, also known as a brand relationship, is the relationship that consumers think, feel, and have with a product or company brand. [1] For more than half a century, scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes, brand loyalty, repeat purchases, customer lifetime value, customer advocacy, and ...