کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017044 940289 2015 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Relationship advertising: How advertising can enhance social bonds
ترجمه فارسی عنوان
تبلیغات ارتباط: چگونه تبلیغات می تواند پیوندهای اجتماعی را افزایش می دهد
کلمات کلیدی
تبلیغات؛ تحقیق کیفی؛ مردم نگاری؛ نظریه رابطه؛ بازاریابی مثبت
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

Social critics and scholars have disparaged advertising for its role in negatively influencing social relations in American society. This paper suggests the contrary. Advertising can potentially reflect positive social relations among people, enhance social bonds, and ideally, inspire positive value exchange between consumers and producers. To support this argument, the case study presented here offers qualitative research that investigated consumer home use of a prepared soup brand. Ethnographic research led to insights into the creative use of soup among women and the joyful connections it fostered among family members eating prepared meals together. The positive value of consumer–brand relationships discovered by qualitative research, ultimately helped produce a successful advertising campaign that reflected positive social bonds among consumers.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 68, Issue 12, December 2015, Pages 2494–2502
نویسندگان
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