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On the Factors of Successful e-Commerce Platform Design during and after COVID-19 Pandemic Using Extended Fuzzy AHP Method
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In: Axioms; Volume 11; Issue 3; Pages: 105 (2022)
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Food shortages, stockpiling and panic buying ahead of Brexit as reported by the British media : a mixed methods content analysis
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Joseph B. Kruskal, Jr., 1956, On the Shortest Spanning Subtree of a Graph and the Traveling Salesman Problem. Version bilingue et commentée
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In: https://hal.archives-ouvertes.fr/hal-03163666 ; 2021 (2021)
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E.W. Dijkstra, 1959, A Note on Two Problems in Connexion with Graphs. Numerische Mathematik 1, p. 269271 Version bilingue et commentée
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In: https://hal.archives-ouvertes.fr/hal-03171590 ; 2021 (2021)
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Anglizismen in Stellenanzeigen: eine empirische Analyse zur Wirkung von Anglizismen auf die Attraktivität von Stellenanzeigen deutscher Startups ...
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Изучение бизнес-цивилизации на русском языке в польской филологической аудитории ... : Teaching Business Civilization in Russian to Polish Students Specializing in Linguistics ...
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Домбровский, Т.С.. - : Государственное автономное образовательное учреждение высшего образования города Москвы «Московский городской педагогический университет», 2021
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Social media users’ crisis response: A lexical exploration of social media content in an international sport crisis
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In: Research outputs 2014 to 2021 (2021)
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Ferramentas de gestão linguística na internacionalização do negócio eletrónico
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I Wish I Would Have Loved This One, But I Didn't -- A Multilingual Dataset for Counterfactual Detection in Product Review ...
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Outsourcing Reverse Logistics for E-Commerce Retailers: A Two-Stage Fuzzy Optimization Approach
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In: Axioms; Volume 10; Issue 1; Pages: 34 (2021)
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| 13 |
African migrants plight in India: Afrophobia impedes India's race for Africa's resources and markets
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In: 20 (2021)
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| 14 |
Le sort des migrants africains en Inde: L'Afrophobie entrave la course de l'Inde aux ressources et aux marchés de l'Afrique
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In: 22 (2021)
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| 15 |
Sustainability of community-based theatre: A case study of Repertory Invercargill
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| 16 |
La traducción institucional y la negociación de acuerdos internacionales: cuestiones terminológicas significativas en el marco de las negociaciones sobre comercio electrónico de la OMC
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| 17 |
A Novel Form of Product Placement? The Use of Fashion Brand Names in British Chick Lit
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Abstract:
Several studies have noted the frequent use of fashion brand names in contemporary fiction, but to date there has been little academic research into this phenomenon and the effect that it has on the reader. This study therefore set out to address this research gap. Focusing specifically on chick lit (a type of contemporary popular fiction, typically featuring and aimed at young women), the present study aimed to explore the use of fashion brand names in women’s fiction, concentrating on the relationships between fashion brands, authors, fictitious characters and readers, with a view to establishing whether there might be potential commercial benefits of fashion brand product placement in chick lit novels. A mixed methods approach was used to explore the topic from multiple perspectives. A summative content analysis was undertaken to investigate the frequency, variety and types of fashion brand names used in a corpus of 19 chick lit novels drawn from the Bridget Jones, Shopaholic and I Heart series. A qualitative analysis of the novels in the corpus focused on the ways in which the characters interacted with fashion brands in the text. An online survey of 166 chick lit authors was used to explore why writers use fashion brand names in their work, and a survey of 96 female students was used to investigate readers’ response to fashion brand names in novels. The study findings indicated that chick lit authors use fashion brand names to support characterisation due to the ability of fashion brands to express the values, self-concepts and stereotypes of their typical brand users. The outcomes of the consumer survey suggested that readers use textual cues, including those related to fashion consumption, to help them to develop their impressions of characters in novels, however the study was unable to demonstrate a clear relationship between readers’ perceptions of character personality and brand personality. In terms of product placement, the findings confirmed that readers demonstrated high levels of recall and recognition of fashion brand names used in chick lit narratives, but no evidence was found to indicate that the appearance of brand names in the text had an impact on consumers’ brand attitudes. Readers were found to be broadly positive about the use of brand names in novels, indicating that they preferred to see real brands, rather than fictional brands, in books. Readers appeared to have no significant objection to commercial product placement in fiction books, provided that such placements were accompanied by a disclosure. The results of the study therefore provide support for the proposal that chick lit novels are a potential product placement medium for fashion brands seeking to generate brand awareness. The frequent mentions and positive treatment of fashion brand names in chick lit mean that it would be relatively easy to incorporate paid-for placements of fashion brands in chick lit novels without compromising the narrative.
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Keyword:
HF Commerce; P Philology. Linguistics; PN Literature (General)
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URL: http://eprints.hud.ac.uk/id/eprint/35654/1/WATERS%20-%20THESIS.pdf
http://eprints.hud.ac.uk/id/eprint/35654/
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| 18 |
Understanding the factors that influence the IFRS adoption and translation from a Strong Structuration Theory perspective
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Advertising, earnings prediction and market value : an analysis of persistent UK advertisers
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| 20 |
Le texte bigraphe d’Ougarit RS 94.2276 : fonction de l’écriture logo-syllabique
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