This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have...

Purpose: The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural marketplaces.Design/methodology/approach: While essentially conceptual in nature, this paper adopts a...

Purpose – This paper aims to expand current theories of globalisation to a consideration of its impact on the individual. Much work has been done on the impact of globalisation on social, political and economic structures. In this paper, globalisation, for the individual, reflects a...

Purpose: The purpose is to investigate the concepts of subculture, subculture of consumption and brand community with a view to better understanding these three groups and their distinct differences.Design/methodology/approach: The method relies on a literature review and a case study of...

This paper analyses the concept and function of the ?Other? in marketing discourse ? a consumption space that speaks about the tension between the ?expected? demographic according to stereotypical cultural norms and the possibility of an unseen demographic that remains unacknowledged and thus...

This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves...

Purpose – The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural marketplaces. Design/methodology/approach – While essentially conceptual in nature, this paper adopts a...