The meanings of ‘organic’ branding in the Russian skincare industry

2.50
Hdl Handle:
http://hdl.handle.net/10547/622269
Title:
The meanings of ‘organic’ branding in the Russian skincare industry
Authors:
Kuzmina, E.; Danbury, Annie Hagen
Abstract:
This paper will discuss the evolution in marketing communications characterised by the emergence of social media and the spread of online communities, as a result of which, consumers have become active co-constructors of brand identity in the market. The present research aims to bring companies’ attention to the process of brand co-construction with their customers, by considering different organic brand perceptions. It will specifically discuss how organic skincare online communities in Russia perceive and understand ‘organic’ branding and it will identify four major groups of members, who authorize, construct, analogize or abandon organic labels. The research will use the netnographic approach and thematic data analysis to examine online forums discourses. It will categorise different label interpretations into groups according to the meanings that online members assign to them.
Citation:
Kuzmina E, Danbury A (2017) 'The meanings of ‘organic’ branding in the Russian skincare industry', British Academy of Management - Warwick.
Issue Date:
6-Oct-2017
URI:
http://hdl.handle.net/10547/622269
Type:
Conference papers, meetings and proceedings
Language:
en
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorKuzmina, E.en
dc.contributor.authorDanbury, Annie Hagenen
dc.date.accessioned2017-10-09T11:56:31Z-
dc.date.available2017-10-09T11:56:31Z-
dc.date.issued2017-10-06-
dc.identifier.citationKuzmina E, Danbury A (2017) 'The meanings of ‘organic’ branding in the Russian skincare industry', British Academy of Management - Warwick.en
dc.identifier.urihttp://hdl.handle.net/10547/622269-
dc.description.abstractThis paper will discuss the evolution in marketing communications characterised by the emergence of social media and the spread of online communities, as a result of which, consumers have become active co-constructors of brand identity in the market. The present research aims to bring companies’ attention to the process of brand co-construction with their customers, by considering different organic brand perceptions. It will specifically discuss how organic skincare online communities in Russia perceive and understand ‘organic’ branding and it will identify four major groups of members, who authorize, construct, analogize or abandon organic labels. The research will use the netnographic approach and thematic data analysis to examine online forums discourses. It will categorise different label interpretations into groups according to the meanings that online members assign to them.en
dc.language.isoenen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectorganic brandingen
dc.subjectRussiaen
dc.subjectIMCen
dc.subjectbrandingen
dc.subjectN561 Advertisingen
dc.titleThe meanings of ‘organic’ branding in the Russian skincare industryen
dc.typeConference papers, meetings and proceedingsen
dc.date.updated2017-10-09T11:39:29Z-
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