문화마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

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Symbolic Brands and authenticity of identity performance Richard Elliott and Andrea Davies**ContentsIntroductionBackgroundMethodologyAnalysis & ResultConclusion**IntroductionSubculture의 스타일, 패션, 뮤직으로 독자성을 얼마나 소비자들이 배우는 가를 알아봄수행적인 활동을 통해서 표현이 가능한가?authentic performance vs inauthentic performance구성원의 기준은 무엇인가?**BackGroundBrand Communitynon-geographical브랜드를 열망하는 사람들 사이에서 관계가 구성됨.marker of community공유적 의식rituals and traditions윤리적 책임감 concept of legitimacytrue member - authenticmarginal consumer - inauthentic

목차

Introduction

Background

Methodology

Analysis & Result

Conclusion

본문내용

Background
Embodied Self and Style
Embodied Self
body has become the site for identity
Style
“Cool” body style of Mods
“Hard” masculinity of Rockers

Background
Authenticity of Performance
transmission and reception of culturally appropriate action
body as a crucial part in competent performance constantly signaling to others
Bodywork & Materiality
명백한 subculture Boundaries에서 Fashion을 만들다.
Performance
Taste cultures & subcultural capital : Authentic displays of cool
Style leaders : Cool requires bodily expression of “ironic detachment”
Face Work: signaling and reading

Methodology
Ethnographic Methods : 문화기술적 방법
8 month study 16-19 yr old students at college in city
Range of standard high street branded fashion shops, boutiques, sports & surfing clothing, 2nd hand (retro), charity clothing
Process:

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