Technopocene
Technology's Transformation of People, Products and Brands
Emerald Group Publishing Limited
Published on 10. August 2016
80 pages
978-1-78635-722-9 (ISBN)
Description
This ebook looks at how technology is transforming people, products and brands and it also features an additional paper contributed by the Journal's Senior Advisory Board as a part of the celebration for the 25 years of the Journal. The lead paper is from Roderick Brodie and Maureen Benson-Rea, and uses a systematic literature review and an illustrative case study, and offers a new conceptualization of the process of Country of Origin (COO) branding. This is followed by seven papers on the theme of the special issue.
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Persons
Content
- COVER
- Guest editorial
- Country of origin branding: an integrative perspective
- Consumer generated brand extensions: definition and response strategies
- Transforming celebrities through social media: the role of authenticity and emotional attachment
- Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers
- How customer and product orientations shape political brands
- Producer push to consumer pull: Who curates new media content? Developing strategies for new media environments
- Tattooing and brand sponsorship: how far is too far?
- When creative consumers go green: understanding consumer upcycling
