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Religion - Marketing's Unwitting Godparent

A Case Study of Coffee Branding and Consumer Loyalty
Autor:innen:
Verlag:
 2019

Zusammenfassung

Dieses Buch vermittelt ein tiefes Verständnis der Analogie zwischen Marketing und Religion. Konsument*innen werden mit nahezu perfekter Werbung dazu angeregt, bezüglich des beworbenen Produkts ein Weltbild mit dazu passendem Ethos zu konstruieren. Extreme Kundenloyalität und hohe Gewinnmargen sind die Folgen. Untersucht wird die Werbekampagne „Nespresso. What else?“. Die Studie basiert auf einer audio-visuellen Analyse ausgewählter Werbespots und auf einer Analyse von Primärdaten von Nespresso-Kund*innen sowie, als Kontrollgruppe, von Konsument*innen anderer Kaffee-Marken. Die statistisch hoch signifikanten Ergebnisse sind eindrücklich und machen betroffen. Sie vermitteln ein Verständnis dafür, wie der Tauschwert eines an sich profanen Konsumguts auf ein Vielfaches seines Gebrauchswerts gesteigert werden kann, und wie, ganz im Sinne Walter Benjamins, losgelöst von nüchternen Produktattributen, ein Produkt eine äußerst starke symbolische Aufladung erfährt.

Schlagworte

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Bibliographische Angaben

Copyrightjahr
2019
ISBN-Print
978-3-8487-5799-2
ISBN-Online
978-3-8452-9881-8
Verlag
Nomos, Baden-Baden
Reihe
Media and Religion | Medien und Religion
Band
3
Sprache
Englisch
Seiten
281
Produkttyp
Monographie

Inhaltsverzeichnis

KapitelSeiten
  1. Titelei/Inhaltsverzeichnis Kein Zugriff 1 - 14
    1. 1.1 An unexplained business phenomenon Kein Zugriff
    2. 1.2 Structure and design of the study Kein Zugriff
    3. 1.3 Aims of this study Kein Zugriff
      1. 2.1.1 A closer look at the commodity Kein Zugriff
      2. 2.1.2 A closer look at the consumer Kein Zugriff
      1. 2.2.1 General overview Kein Zugriff
      2. 2.2.2 Clifford Geertz’s contribution Kein Zugriff
      3. 2.2.3 Chances and limits of this approach Kein Zugriff
      1. 2.3.1 Religions symbols in advertising Kein Zugriff
      2. 2.3.2 Focus on coffee advertising Kein Zugriff
    1. 3.1 State of research Kein Zugriff
      1. 3.2.1 Structural analogies Kein Zugriff
      2. 3.2.2 Functional analogies Kein Zugriff
    3. 3.3 Research question Kein Zugriff
      1. 4.1.1 Encoding and decoding Kein Zugriff
      2. 4.1.2 The circuit of culture Kein Zugriff
    2. 4.2 Contributions from microeconomics: the club theory Kein Zugriff
    3. 4.3 An interdisciplinary approach Kein Zugriff
    4. 4.4 A mixed-method single case study Kein Zugriff
    1. 5.1 Corpus and production context Kein Zugriff
      1. 5.2.1 A neo-formalist approach to film Kein Zugriff
      2. 5.2.2 Thick description Kein Zugriff
      1. 6.1.2 Listening to the voice of Nespresso enthusiasts: A qualitative survey withfocus groups Kein Zugriff
      1. 6.2.1 A quantitative analysis based on the methods of inferential statistics Kein Zugriff
        1. All-male focus group, Zurich Kein Zugriff
        2. All-female focus group, Zurich Kein Zugriff
        3. All-male focus group, Munich Kein Zugriff
      1. 6.3.1 Quantitative survey Kein Zugriff
      2. 6.3.2 Qualitative survey Kein Zugriff
      3. 6.4 Discussion of the findings Kein Zugriff
    6. 6.5 Summary Kein Zugriff
    1. 7.1 The results of the audio-visual and the socio-empirical analysis Kein Zugriff
    2. 7.2 A retrospective look at the study’s theoretical framework Kein Zugriff
    3. 7.3 Methodological reflections on this study’s interdisciplinary approach Kein Zugriff
    4. 7.4 Outlook and future research Kein Zugriff
  8. 8 Reference List Kein Zugriff 269 - 280
  9. 9 Audio-visual Sources Kein Zugriff 281 - 281

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