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Academic literature on the topic 'IKEA´s marketing discourse'
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Journal articles on the topic "IKEA´s marketing discourse"
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Ahmad El Dameh, Yousef, and Hamad AL Ghadeer. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan." International Journal of Business and Management 14, no. 3 (February 19, 2019): 130. http://dx.doi.org/10.5539/ijbm.v14n3p130.
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This study aims to examine the impact of traditional direct marketing represented by flyer, catalog and direct mail on creating brand awareness for the IKEA group in Jordan. Analytical methodologies were used to conduct this quantitative study. The needed data was collected through a questionnaire distributed to (506) respondents from Jordanian customers in the city of Amman. Data was analyzed by SPSS. Descriptive and analytical analysis were conducted using Cronbach’s alpha, ANova multiple and simple regression.
The main findings of the study indicate that IKEA group uses the direct marketing tools successfully, disseminates its brand’s catalogs and direct mail, these marketing tools achieved brand awareness in the customers’ minds, where the flyers occupied the first rank followed by catalogs and direct mail respectively. It is recommended that Jordanian companies turn from mass marketing to direct marketing.
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Tarnovskaya, Veronika. "Corporate brand as a contract with stakeholders – theology or pragmatism?" Marketing Intelligence & Planning 33, no. 6 (September 7, 2015): 865–86. http://dx.doi.org/10.1108/mip-06-2014-0111.
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Purpose – The purpose of this paper is to explore the nature of brand contract in B2B from two perspectives: the theological and pragmatic. Design/methodology/approach – A review of the branding literature challenges the dominant notion of the brand covenant as a firm driven, unilateral promise, referred to as a theological contract. The study adds to this the pragmatic perspective of a social contract, as deployed by the social sciences and IMP literatures. A tentative framework of a dialectical contract is developed through drawing on three cases of Chinese suppliers for the focal firm, IKEA. Findings – First, both types of contract are identified in the firm’s practices. Second, the specific goals and roles of managers and suppliers in each contract are defined. The theological contract is used by managers to strengthen suppliers’ beliefs in the company’s vision and mission, while the pragmatic one is employed by both parties for the implementation of the brand’s norms and brand equity. Third, a new framework for and the definition of a dual, dialectical brand contract in B2B are developed. Practical implications – Managers are advised to mediate between the theological pledge of their brand and its pragmatic implementation. Originality/value – The paper challenges the dominant theological discourse in extant branding literature and puts forward a dialectical approach as a new proposition.
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de La Ville, Valérie-Inés, and Anne Krupicka. "The child “in absentia” in furniture retail catalogues." International Journal of Retail & Distribution Management 44, no. 10 (October 10, 2016): 1064–80. http://dx.doi.org/10.1108/ijrdm-05-2016-0088.
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Purpose From an interpretive semiology perspective this paper examines the meaning suggested by the absence of children in newspaper advertisements, commercial websites and catalogue images of children’s furniture manufacturers. The purpose of the paper is to highlight the multilayered process involved in conveying meaning to the “parent-child cluster” consumer through press and online advertisements designed by children’s furniture manufacturers. Design/methodology/approach A corpus of 200 press advertisements and catalogues produced by children's furniture manufacturers (particularly IKEA and Gautier) was analysed using a combination of Barthes’ (1964) visual analysis and Greimas’ (1987) narrative approach to visual discourses. Findings The scenes portrayed to shape the message addressed to the “parent-child cluster“ consumer, suggest that, in addition to fostering positive values such as self-fulfilment and stimulating background for an active child, they also promote discourses about contemporary childhood and parenthood. Originality/value This paper highlights how furniture retailers through the figurative choices they make to portray a child bedroom and to organize a series of child bedroom images within a catalogue, generate a brand discourse aiming to typify representations of childhood imbued with diverse cognitive, social and emotional dimensions within diverse cultural backgrounds.
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Vallerand, Olivier. "Messing up the Domestic: Queer Bodies Expanding Architectures." Somatechnics 10, no. 3 (December 2020): 397–415. http://dx.doi.org/10.3366/soma.2020.0329.
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Queer space discourse in architecture has often been about reclaiming sexualized spaces or spaces used by LGBT people as being part of architectural history. However, critical practitioners have sought to expand from an understanding based on an essentialist understanding of queer bodies to link instead the experience of built environments to the repression of non-normative/non-compliant bodies. This article discusses projects by J. Mayer H., Andrés Jaque/Office for Political Innovation (OFFPOLINN), and MYCKET that build on a queer understanding of architecture and design to explore relationships between bodies, the materiality of domestic spaces, and communal identities, challenging binary understandings of architectural design spaces and linking them to the configuration of citizenship. J. Mayer H.’s work on data-protection patterns and thermo-sensitive materials uses bodies as material in developing a discourse on privacy stemming in part from queer people's experience of oppressing policies. OFFPOLINN's projects on IKEA and on gay cruising digital environments question the role of architects by underlining the close integration of advertisement, online social networks, and urban and architectural policies in relation to the experience of citizenship and migration. Finally, MYCKET's queer feminist performative architectures attempts to reframe the neutrality of the architectural modernist tradition to celebrate the messiness that comes with thinking of space as designed for a diversity of people. The three practices expand architectural discussions of domesticity beyond an understanding of the house as a container for family life and towards seeing it as a nexus of social and political relations that converge around the body.
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Hughes, Tim, Mario Vafeas, and Toni Hilton. "Resource integration for co-creation between marketing agencies and clients." European Journal of Marketing 52, no. 5/6 (May 14, 2018): 1329–54. http://dx.doi.org/10.1108/ejm-10-2015-0725.
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Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.
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Lohmann, Juliane, Marina Schmitz, and Silvia Damme. "Portraying gender in external marketing communication, using the example of a fair fashion label." Emerald Open Research 3 (May 20, 2021): 8. http://dx.doi.org/10.35241/emeraldopenres.14090.1.
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The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.
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Ramzan, Muhammad, Abdul Waheed Qureshi, Abdus Samad, and Neelam Sultan. "POLITICS AS RHETORIC: A DISCOURSE ANALYSIS OF SELECTED PAKISTANI POLITICIANS' PRESS STATEMENTS." Humanities & Social Sciences Reviews 9, no. 3 (June 21, 2021): 1063–70. http://dx.doi.org/10.18510/hssr.2021.93105.
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Purpose of the Study: This paper aims at unveiling the linguistic repertoire through the analysis of the press statements of the leading figures of the then ruling party of Pakistan (Pakistan Muslim League (Nawaz Group) - PMLN and the opposition party there (Pakistan People’s Party (Parliamentarians) - PPPP. The main focus of this research is to reveal the language game of key politicians who seem anxious to complete their tenure irrespective of the issues faced by the people and usurpation of their basic rights.
Methodology: For highlighting the hidden meanings in language usage, the researchers have deployed the approach of Gee’s (2011) seven building tasks of language, for the accomplishment of the study objective.
Main Findings: The study findings indicate the manipulation and exploitation of the public by politicians through the game of words, shrouded in manifestos of prosperity/development, leading consequently to deterioration of the law-and-order situation, unemployment, nepotism, poverty, and black-marketing.
Applications of the Study: The Study can help those working in critical linguistics, discourse studies, hermeneutics, and textual studies.
Novelty/Originality of the Study: The study is significant and unique because it is the first of its kind that makes the discourse opposition party a holistic one by focusing on the perspectives of the key figures of the opposition in government. It is not a case study related to a single politician and their outlook(s).
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Li, Junjun, and Guiyu Dai. "Multimodal Metaphor Analysis of Print Advertisements Based on the Conceptual Blending Theory: Exploring the Hidden Ideology---Sign-Consumption." International Business Research 13, no. 5 (April 22, 2020): 31. http://dx.doi.org/10.5539/ibr.v13n5p31.
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In today’s industrial society with great affluence in material goods, consumption in our mind no longer aims at objective function, but at the sign-value connoted in the objects. Advertisement is the main carrier of sign-consumption ideology with rich multimodal metaphorical resources. This study follows the analytical mode of Critical Discourse Analysis (CDA), by analyzing multimodal metaphor in print magazine advertisement from the perspective of Conceptual Blending Theory (CBT) to explore the hidden sign-consumption ideology. The main findings of the research are: 1) metaphors in selected ads are all novel metaphors, in which the target domain is always presented by the advertised products while source domain is always presented in form of image; 2) counterpart correspondences mapped between two input spaces are the imposed selling points and sign-value, which take the main marketing functions; 3) relegating and weakening the objective function but advocating sign-value of goods is essentially because of people’s desire for differentiation in homogenized industrial society, which would allow the market more space to conduct secondary exploitation to people instead of labor exploitation. This interdisciplinary study not only adds new content to linguistics but also provides new perspective to consumption issue of sociology and economics. Besides, it provides a rational warning for people to reflect their consumption behavior.In today’s industrial society with great affluence in material goods, consumption in our mind no longer aims at objective function, but at the sign-value connoted in the objects. Advertisement is the main carrier of sign-consumption ideology with rich multimodal metaphorical resources. This study follows the analytical mode of Critical Discourse Analysis (CDA), by analyzing multimodal metaphor in print magazine advertisement from the perspective of Conceptual Blending Theory (CBT) to explore the hidden sign-consumption ideology. The main findings of the research are: 1) metaphors in selected ads are all novel metaphors, in which the target domain is always presented by the advertised products while source domain is always presented in form of image; 2) counterpart correspondences mapped between two input spaces are the imposed selling points and sign-value, which take the main marketing functions; 3) relegating and weakening the objective function but advocating sign-value of goods is essentially because of people’s desire for differentiation in homogenized industrial society, which would allow the market more space to conduct secondary exploitation to people instead of labor exploitation. This interdisciplinary study not only adds new content to linguistics but also provides new perspective to consumption issue of sociology and economics. Besides, it provides a rational warning for people to reflect their consumption behavior.
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Ovrutsky, Aleksandr. "Information Policy as Communication Concept." Theoretical and Practical Issues of Journalism 9, no. 2 (May 27, 2020): 307–24. http://dx.doi.org/10.17150/2308-6203.2020.9(2).307-324.
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The article is aimed at reviewing and comparing the key aspects of information policy, and describing it as a communication concept. The author extrapolates Eugen Rosenstock-Huessy`s model on the object field of information policy. The topicality of the research is determined by the necessity to study the emergence of a new informational society, mediatization of politics, the development of information policy and its institutionalization, information management techniques in the context of artificial intelligence development, as well as by the interdisciplinary character of the phenomenon. The author defines the terms information, social information and information policy, compares and analyses various approaches to interpreting them, shows differences in understanding purposes, functions and components of information policy, and gives the examples of a lateral and a unilateral approaches to defining information policy. The author also determines three concepts of information policy, namely, press relations service, marketing concept, and Rosenstock-Huessy`s dialogic concept. In this context, the author specifies four correction discourses relevant in information policy practices (Unity, Faith, Power, and Respect), and infers that Rosenstock-Huessy`s concept provides for forming strategic framework for implementing information policy, and journalism in this context is interpreted as a discourse technique of social construction. The key inference suggests that an information policy is aimed at constructing and structuring information landscape, production of meaning and images, and correcting the mass consciousness. Communication campaigns are vied as actions within an information policy.
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González-Rodríguez, M. Rosario, Rocio Martínez-Torres, and Sergio Toral. "Post-visit and pre-visit tourist destination image through eWOM sentiment analysis and perceived helpfulness." International Journal of Contemporary Hospitality Management 28, no. 11 (November 14, 2016): 2609–27. http://dx.doi.org/10.1108/ijchm-02-2015-0057.
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Purpose This paper aims to explore the image of travel destinations after the visit by analysing sentiment orientation of the online reviews, and how this orientation, as well as other electronic word of mouth (eWOM)’s credibility sources, can affect the perceived helpfulness of shared opinions measured through the helpfulness score. Design/methodology/approach Tourist destinations are increasingly affected by travel-related information shared through the Web. More and more people first check the previous travel experiences of other people to build their own destination image and to help them in their choice of destination. This paper analyses the shared opinions related to the city of Barcelona in a well-known eWOM website. The reviewers’ opinion and the credibility sources of eWOM are extracted from the web using a webscraper, while the sentiment score to analyse the discourse orientation (positive vs negative) is calculated using computer-based sentiment analysis techniques. Findings Online reviews’ users are reluctant to provide extreme polar opinions (very negative, very positive) to any travel subcategory (hotel, restaurant, attractions and night-life) of a tourist destination. The results obtained also reveal that eWOM’s perceived helpfulness grows with the expertise of the reviewer. However, the helpfulness score given to the reviews posted is not influenced by the sentiment orientation of the author’s opinion. Research limitations/implications This research is limited to the case study of Ciao, which is a well-known consumer platform, and the city of Barcelona, which is a top touristic destination. However, the approach proposed can be easily extended to other similar consumer platforms and cities using the same methodology. Practical implications Understanding the information posted in the media environment is a major concern in the field of marketing destination planning. Positive and negative eWOM offers potential consumers a clear picture on the tourist destination, and this information can be used by Destination Marketing Organisations to meet customers’ needs and expectations. The perceived helpfulness of reviews analysed in this paper can also help practitioners and scholars to understand those factors that make reviews more trustable. Originality/value From a methodological point of view, the main contribution of this research is the utilisation of an unstructured approach to the measurement of the destination image based on the sentiment analysis of shared opinions. From a theoretical point of view, the study relates the post-visit destination image with the pre-visit image formation process, using the sentiment orientation of the former and the perceived helpfulness of the latter.
Dissertations / Theses on the topic "IKEA´s marketing discourse"
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Dermanovic, Hellman Aleksandra. "Critical Perspectives of Marketing Discourse: Case Study of IKEA´s Corporate Philanthropy." Thesis, Uppsala universitet, Institutionen för geovetenskaper, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-160458.
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This thesis discusses how IKEA perceive and use concept of Sustainable Development and relates it with consumption. For that purpose, an online-survey was undertaken with the aim to see how IKEA´s customers perceive IKEA´s philanthropic activities in developing countries and how these activities influence on their consumption patterns and ideas of inter-generational justice. Besides that, a critical discourse analysis is performed with the intention to gain insight into IKEA´s communication of sustainable discourse focusing on the text and external communication from IKEA. The results from critical discourse analysis and online-survey showed that IKEA is shifting its position toward sustainability discourse and changing its business model, while at same time IKEA is penetrating into new markets and reaching new consumption under cover of corporate philanthropy. The online survey showed that IKEA´s customers stated a strong expression of necessary presence of inter-generational justice in developing countries. Intergenerational justice represents the moral obligations toward present, but also toward future generations. IKEA´s philanthropic activities in developing countries, on the other hand, were appraised as weak by survey respondents. One of the conclusions this thesis is that IKEA´s incorporation of Sustainable Development is associated with challenges. IKEA´s communication of corporate sustainable development effects on customers’ consumption pattern motivating them to buy and consume more IKEA´s products. IKEA´s philanthropic activities in developing countries are not sufficient enough. Survey respondents evaluated that donation efforts are not sufficient. Ideally, it is assumed that IKEA as a part of corporate sustainable development should promote less consumption and invest more in sustainable use and protection of natural resources with the aim to reach inter-generational justice as well as to incorporate Sustainable Development into its discourse and practice.
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Joly, Cédrine. "Pratique(s) de marketing stratégique en contexte de financiarisation : étude du discours des directeurs marketing du CAC40." Thesis, Montpellier 1, 2010. http://www.theses.fr/2010MON10046/document.
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Ce travail doctoral s'intéresse aux conséquences de la financiarisation sur la conduite des stratégies marketing dans les grands groupes français. Au sein de ces entreprises, engagées dans la course au leadership mondial et qui s'adressent aux marchés boursiers pour financer leur croissance, l'accroissement de la rentabilité pour l'actionnaire est devenu un objectif stratégique majeur. Au même moment, les consommateurs sont décrits comme de plus en plus difficiles à comprendre avec les grilles de lecture traditionnelles, ce qui semble appeler un investissement marketing accru de la part des organisations vers leur base de clients.La mise en discussion des approches de management basées sur le modèle de la shareholder value, d'une part, et des principes de l'orientation marché, d'autre part, montre que leurs fondements conceptuels ne sont pas toujours conciliables. Articuler les logiques client et actionnaire devient un enjeu que les professionnels du marketing sont amenés à relever, et il s'agit de comprendre comment ils le font dans la pratique.Cette problématique, issue à la fois du terrain et de la littérature, fait appel à la grounded theory, positionnement dans lequel s'inscrit la démarche académique employée pour y répondre. Les méthodes qualitatives sont privilégiées sous un angle nouveau en recherche marketing : la perspective pratique. L'étude des discours d'experts et des cadres dirigeants en marketing stratégique de la moitié des entreprises cotées au CAC40 met au jour les tensions de la financiarisation au sein des pratiques de marketing stratégiqueThis work deals with the consequences of financialisation on french corporations' marketing strategies. These groups participate to the global leadership comptetition and rely on stock exchange to finance their growth, therefore shareholder value maximisation has become a major strategic objective. At the same time, consumers are described as more and more difficult to understand with the traditionnal marketing tools. This trend calls for a rise in marketing efforts from the organisations toward their customers base.A discussion between the management literature based on shareholder value framework on one hand and the marketing orientation principles on the other hand, leads to identify potential discrepancies within their conceptuel fundations. Balancing client and shareholder orientation represents an issue that marketing professionnals have to face. It is important to understand how they do that in practice.This research question both issued from the empirical and academical field refers to the Grounded Theory. This approach has therefore been adopted in this research wich rely on qualitative methodology with a new perspective in marketing research : the "as practice" field. The discourse study of experts and half of the CAC40 corporations' Marketing Directors enlights the consequences of financialisation on strategic marketing practices
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Redmond, Malika A. "A Critical Discourse Analysis of the Marketing of Merck & Co.'s Human Papillomavirus Vaccine Gardasil®." Digital Archive @ GSU, 2011. http://digitalarchive.gsu.edu/wsi_theses/26.
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This is a critical discourse analysis research project that examines the print and television advertisements of Merck & Co.’s Human Papillomavirus (HPV) vaccine GARDASIL®. There are three commercial campaigns identified for this project: “Make the Connection/ Charm4Life,” “Tell Someone,” and “One Less/ I Choose.” Two print and two television commercials per campaign are analyzed. I used black feminist and girls studies theoretical frameworks to address how representations of race, class, “girl power,” and the cooptation of feminist language are both expressed and utilized in the marketing as a method to target consumers. I conclude with “parody/ protest” advertisements of the vaccine featuring young women demonstrating a critical consumer voice towards the marketing of the vaccine. As a result, I found that the PSAs used fear-driven messages about HPV’s link to cervical cancer beginning a year before the FDA’s approval of GARDASIL® in order to market and sell its product.
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Doverby, Elin, and Malin Olsson. "Du är vad du köper : En kritisk diskursanalys av IKEAs serie Vad gafflar ni om?" Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-119459.
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Our modern society is based on a culture of consumption, where individuals are in an on- going search for self-realization through consumption. But in a society with buzz a of commercials and information, a society where media users are getting more critical towards commercialized messages it’s harder for companies to be heard. To be heard, companies need to create messages that their customers choose to listen to. Content marketing is a marketing strategy that aims to do just that. The purpose with this study is to get a deeper understanding of content marketing as a phenomenon within a consumption society by studying IKEAs series Vad gafflar ni om?. The study has a starting point in Bauman’s theories about consumption life, Giddens theories about the reflexive self, Jenkins theories about convergence culture and Faircloughs critical discourse analysis. The critical discourse analysis was made through Faircloughs three-dimensional conception of discourse, which is a model consisting a linguistic analysis of the text, the discourse practise and the social practice. To get a deeper insight in the reception of the text, qualitative interviews with text consumers where also made. The result of the analysis showed that different types of identities and norms where presented by IKEA in the series, which all could be achieved through consumption. The text consumer is most likely influenced by the ideology consumerism, which can be why they agree with how IKEA present different identities. IKEA presents a narrow image of the typical swede, where that are presumed to be middle class and own their own house. A distinct promotion discourse could not be identified, although a consumption discourse was identified throughout the series. The text consumers felt that the content was mostly entertaining and educating, which could be the result of the non-exiting promotional discourse but also the use of an entertaining-genre. The text consumers were also positively disposed by the content that can be, in comparison to Grusells study, because they choose to see it by themselves.
Books on the topic "IKEA´s marketing discourse"
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Björk, Stellan. Ikea: Entreprenören, affärsidén, kulturen. Stockholm: Svenska förlaget, 1998.
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