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Religion - Marketing's Unwitting Godparent

A Case Study of Coffee Branding and Consumer Loyalty
Authors:
Publisher:
 2019

Summary

This book provides an in-depth understanding of the analogy between marketing and religion: how an effective marketing campaign makes consumers construct an entire worldview with a corresponding ethos regarding an advertised commodity, which results in exceptional consumer loyalty and high profit margins. This book scrutinises the advertising campaign ‘Nespresso. What else?’. The study is based on an audio-visual analysis of selected commercials, and on an analysis based on primary data about Nespresso drinkers and, as a control group, about consumers of other coffee brands. The statistically highly significant results are impressive and to some degree disturbing. They shed light on how the exchange value of a profane consumer item is increased to a multiple of its use value and how, in accordance with Walter Benjamin’s thesis, the symbolic charging of a commodity, stripped of its profane attributes, is taken to extremes.

Keywords

Bibliographic data

Copyright year
2019
ISBN-Print
978-3-8487-5799-2
ISBN-Online
978-3-8452-9881-8
Publisher
Nomos, Baden-Baden
Series
Media and Religion | Medien und Religion
Volume
3
Language
English
Pages
281
Product type
Book Titles

Table of contents

ChapterPages
  1. Titelei/Inhaltsverzeichnis No access 1 - 14
    1. 1.1 An unexplained business phenomenon No access
    2. 1.2 Structure and design of the study No access
    3. 1.3 Aims of this study No access
      1. 2.1.1 A closer look at the commodity No access
      2. 2.1.2 A closer look at the consumer No access
      1. 2.2.1 General overview No access
      2. 2.2.2 Clifford Geertz’s contribution No access
      3. 2.2.3 Chances and limits of this approach No access
      1. 2.3.1 Religions symbols in advertising No access
      2. 2.3.2 Focus on coffee advertising No access
    1. 3.1 State of research No access
      1. 3.2.1 Structural analogies No access
      2. 3.2.2 Functional analogies No access
    3. 3.3 Research question No access
      1. 4.1.1 Encoding and decoding No access
      2. 4.1.2 The circuit of culture No access
    2. 4.2 Contributions from microeconomics: the club theory No access
    3. 4.3 An interdisciplinary approach No access
    4. 4.4 A mixed-method single case study No access
    1. 5.1 Corpus and production context No access
      1. 5.2.1 A neo-formalist approach to film No access
      2. 5.2.2 Thick description No access
      1. 6.1.2 Listening to the voice of Nespresso enthusiasts: A qualitative survey withfocus groups No access
      1. 6.2.1 A quantitative analysis based on the methods of inferential statistics No access
        1. All-male focus group, Zurich No access
        2. All-female focus group, Zurich No access
        3. All-male focus group, Munich No access
      1. 6.3.1 Quantitative survey No access
      2. 6.3.2 Qualitative survey No access
      3. 6.4 Discussion of the findings No access
    6. 6.5 Summary No access
    1. 7.1 The results of the audio-visual and the socio-empirical analysis No access
    2. 7.2 A retrospective look at the study’s theoretical framework No access
    3. 7.3 Methodological reflections on this study’s interdisciplinary approach No access
    4. 7.4 Outlook and future research No access
  8. 8 Reference List No access 269 - 280
  9. 9 Audio-visual Sources No access 281 - 281

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