Josi Fernandes | Lancaster University (original) (raw)
Papers by Josi Fernandes
AMS review, Jul 10, 2021
Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the e... more Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the everyday practical and spatial dimensions of market making have received little explicit attention. We thus introduce the concept of spatio-market practices, drawing on key ideas in market studies and spatial theory. We argue that examining spatio-market practices (and thus the spatial dimensions of markets) promises to provide fresh insight regarding what it takes to realise markets, their uneven distribution, and what and whom markets are (and are not) designed to serve. To demonstrate what the concept calls for, supports and promises, we take Humphreys' (2010) influential paper as a starting point and draw on other secondary sources in order to articulate an alternative and spatially-oriented account of the growth and legitimacy of the American casino gambling market. This paper, in turn, contributes a subtle and yet incisive shift in thinking, which supports a more explicit means of exploring markets as spatial formations.
Journal of Business Research, 2019
How do entrepreneurs working at the bottom of the pyramid (BoP) manage to make new, powerful, ass... more How do entrepreneurs working at the bottom of the pyramid (BoP) manage to make new, powerful, associations between people and places to break down the barriers of Rio's stigmatised markets? Drawing on the notion of agencement and, specifically, the role of historical narrative devices in generating agencements, this paper offers a nuanced conceptualisation of BoP markets as stigmatised marketplaces, a deeper understanding of the work done by micro-entrepreneurs (MEs) to make market engagement possible, and insights into the temporally bound nature of agencement in recursively enabling safe times to visit a novel favela tourism market at the BoP. This is the first study to explicate the temporal nature of a market agencement.
International Journal of Bank Marketing, 2013
PurposeOrganizations achieve brand awareness through marketing efforts. Studies show that adverti... more PurposeOrganizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil.Design/methodology/approachCritical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in‐depth analysis of the CSR discourse present in communications of organizations with their target.FindingsLiterature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations’ preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR‐specific aspects achieves impressive brand aw...
International Journal of Bank Marketing, 2012
PurposeThe purpose of this study is to identify and analyze the set of corporate social responsib... more PurposeThe purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand. The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the organization's brand.Design/methodology/approachA case study, based on Yin, and in‐depth interviews with those responsible for the sustainability department of the studied organization were adopted.FindingsLiterature and the understanding of the organization's executives, when compared to actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility actions reflects, in its instrumental use, the intention of managing answers to social, economical and environmental demands, and in its conceptual use has helped in strengthening the financial institution's brand.Originality/valueThe paper focuses on the set of corporate social responsibili...
AMS Review, 2021
Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the e... more Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the everyday practical and spatial dimensions of market making have received little explicit attention. We thus introduce the concept of spatio-market practices, drawing on key ideas in market studies and spatial theory. We argue that examining spatio-market practices (and thus the spatial dimensions of markets) promises to provide fresh insight regarding what it takes to realise markets, their uneven distribution, and what and whom markets are (and are not) designed to serve. To demonstrate what the concept calls for, supports and promises, we take Humphreys’ (2010) influential paper as a starting point and draw on other secondary sources in order to articulate an alternative and spatially-oriented account of the growth and legitimacy of the American casino gambling market. This paper, in turn, contributes a subtle and yet incisive shift in thinking, which supports a more explicit means of e...
Purpose – The purpose of this study is to identify and analyze the set of corporate social respon... more Purpose – The purpose of this study is to identify and analyze the set of corporate social
responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand.
The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the
organization’s brand.
Design/methodology/approach – A case study, based on Yin, and in-depth interviews with those
responsible for the sustainability department of the studied organization were adopted.
Findings – Literature and the understanding of the organization’s executives, when compared to
actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility
actions reflects, in its instrumental use, the intention of managing answers to social, economical and
environmental demands, and in its conceptual use has helped in strengthening the financial
institution’s brand.
Originality/value – The paper focuses on the set of corporate social responsibility actions adopted
by the largest financial institution in Brazil and its relationship with brand strengthening. It is one of
the few studies examining the efforts of corporate social responsibility in a bank’s brand.
Keywords Branding, Corporate social responsibility, CSR advertising, Brazil, Banks, Brand awareness,
Marketing strategy
Purpose – Organizations achieve brand awareness through marketing efforts. Studies show that adve... more Purpose – Organizations achieve brand awareness through marketing efforts. Studies show that
advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate
social responsibility (CSR) advertised by a retail bank in Brazil.
Design/methodology/approach – Critical discourse analysis (CDA) was adopted, with the three
steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach
allows in-depth analysis of the CSR discourse present in communications of organizations with their
target.
Findings – Literature indicates that consumers prefer to obtain personal advantages rather than
benefits to the environment in which they live. This could influence organizations’ preference towards
communication campaigns that demonstrate CSR actions, and that additionally communicate benefits
which individuals receive. However, one of the largest banks using advertising limited to CSR-specific
aspects achieves impressive brand awareness results.
Originality/value – This study presents evidence that CSR advertising can stimulate brand awareness
without using commercial aspects in its content.
Keywords Brazil, Banks, Advertising, Corporate social responsibility, Brand awareness,
Consumer behaviour, Branding, Brazilian banks, Bradesco
Paper type Research paper
Este estudo tem o objetivo de analisar a participação do capital humano como um driver das estrat... more Este estudo tem o objetivo de analisar a participação do capital humano como um driver das estratégias de marketing da empresa Apple. Foi realizada uma pesquisa qualitativa com a coleta de dados primários e secundários. Entrevistas em
profundidade foram realizadas com executivos responsáveis por unidades iPlace no Brasil e analisadas por meio da técnica de análise do conteúdo. A triangulação ocorreu por meio dos dados secundários. Os resultados demonstraram que o capital
humano está inserido nas ações mercadológicas da Apple como um construto central e práticas estratégicas relevantes da Apple foram concebidas e encorajadas por Steve Jobs, sendo o capital humano um dos direcionadores das estratégias de
marketing da organização.
AMS review, Jul 10, 2021
Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the e... more Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the everyday practical and spatial dimensions of market making have received little explicit attention. We thus introduce the concept of spatio-market practices, drawing on key ideas in market studies and spatial theory. We argue that examining spatio-market practices (and thus the spatial dimensions of markets) promises to provide fresh insight regarding what it takes to realise markets, their uneven distribution, and what and whom markets are (and are not) designed to serve. To demonstrate what the concept calls for, supports and promises, we take Humphreys' (2010) influential paper as a starting point and draw on other secondary sources in order to articulate an alternative and spatially-oriented account of the growth and legitimacy of the American casino gambling market. This paper, in turn, contributes a subtle and yet incisive shift in thinking, which supports a more explicit means of exploring markets as spatial formations.
Journal of Business Research, 2019
How do entrepreneurs working at the bottom of the pyramid (BoP) manage to make new, powerful, ass... more How do entrepreneurs working at the bottom of the pyramid (BoP) manage to make new, powerful, associations between people and places to break down the barriers of Rio's stigmatised markets? Drawing on the notion of agencement and, specifically, the role of historical narrative devices in generating agencements, this paper offers a nuanced conceptualisation of BoP markets as stigmatised marketplaces, a deeper understanding of the work done by micro-entrepreneurs (MEs) to make market engagement possible, and insights into the temporally bound nature of agencement in recursively enabling safe times to visit a novel favela tourism market at the BoP. This is the first study to explicate the temporal nature of a market agencement.
International Journal of Bank Marketing, 2013
PurposeOrganizations achieve brand awareness through marketing efforts. Studies show that adverti... more PurposeOrganizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil.Design/methodology/approachCritical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in‐depth analysis of the CSR discourse present in communications of organizations with their target.FindingsLiterature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations’ preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR‐specific aspects achieves impressive brand aw...
International Journal of Bank Marketing, 2012
PurposeThe purpose of this study is to identify and analyze the set of corporate social responsib... more PurposeThe purpose of this study is to identify and analyze the set of corporate social responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand. The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the organization's brand.Design/methodology/approachA case study, based on Yin, and in‐depth interviews with those responsible for the sustainability department of the studied organization were adopted.FindingsLiterature and the understanding of the organization's executives, when compared to actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility actions reflects, in its instrumental use, the intention of managing answers to social, economical and environmental demands, and in its conceptual use has helped in strengthening the financial institution's brand.Originality/valueThe paper focuses on the set of corporate social responsibili...
AMS Review, 2021
Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the e... more Socio-material conceptualisations of markets suggest that they are spatial formations. Yet, the everyday practical and spatial dimensions of market making have received little explicit attention. We thus introduce the concept of spatio-market practices, drawing on key ideas in market studies and spatial theory. We argue that examining spatio-market practices (and thus the spatial dimensions of markets) promises to provide fresh insight regarding what it takes to realise markets, their uneven distribution, and what and whom markets are (and are not) designed to serve. To demonstrate what the concept calls for, supports and promises, we take Humphreys’ (2010) influential paper as a starting point and draw on other secondary sources in order to articulate an alternative and spatially-oriented account of the growth and legitimacy of the American casino gambling market. This paper, in turn, contributes a subtle and yet incisive shift in thinking, which supports a more explicit means of e...
Purpose – The purpose of this study is to identify and analyze the set of corporate social respon... more Purpose – The purpose of this study is to identify and analyze the set of corporate social
responsibility actions of a Brazilian bank as support to the strengthening of an organizational brand.
The specific scope is to discuss the reflections of sustainable actions adopted for the recognition of the
organization’s brand.
Design/methodology/approach – A case study, based on Yin, and in-depth interviews with those
responsible for the sustainability department of the studied organization were adopted.
Findings – Literature and the understanding of the organization’s executives, when compared to
actions adopted by Banco do Brasil, allow the conclusion that the set of corporate social responsibility
actions reflects, in its instrumental use, the intention of managing answers to social, economical and
environmental demands, and in its conceptual use has helped in strengthening the financial
institution’s brand.
Originality/value – The paper focuses on the set of corporate social responsibility actions adopted
by the largest financial institution in Brazil and its relationship with brand strengthening. It is one of
the few studies examining the efforts of corporate social responsibility in a bank’s brand.
Keywords Branding, Corporate social responsibility, CSR advertising, Brazil, Banks, Brand awareness,
Marketing strategy
Purpose – Organizations achieve brand awareness through marketing efforts. Studies show that adve... more Purpose – Organizations achieve brand awareness through marketing efforts. Studies show that
advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate
social responsibility (CSR) advertised by a retail bank in Brazil.
Design/methodology/approach – Critical discourse analysis (CDA) was adopted, with the three
steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach
allows in-depth analysis of the CSR discourse present in communications of organizations with their
target.
Findings – Literature indicates that consumers prefer to obtain personal advantages rather than
benefits to the environment in which they live. This could influence organizations’ preference towards
communication campaigns that demonstrate CSR actions, and that additionally communicate benefits
which individuals receive. However, one of the largest banks using advertising limited to CSR-specific
aspects achieves impressive brand awareness results.
Originality/value – This study presents evidence that CSR advertising can stimulate brand awareness
without using commercial aspects in its content.
Keywords Brazil, Banks, Advertising, Corporate social responsibility, Brand awareness,
Consumer behaviour, Branding, Brazilian banks, Bradesco
Paper type Research paper
Este estudo tem o objetivo de analisar a participação do capital humano como um driver das estrat... more Este estudo tem o objetivo de analisar a participação do capital humano como um driver das estratégias de marketing da empresa Apple. Foi realizada uma pesquisa qualitativa com a coleta de dados primários e secundários. Entrevistas em
profundidade foram realizadas com executivos responsáveis por unidades iPlace no Brasil e analisadas por meio da técnica de análise do conteúdo. A triangulação ocorreu por meio dos dados secundários. Os resultados demonstraram que o capital
humano está inserido nas ações mercadológicas da Apple como um construto central e práticas estratégicas relevantes da Apple foram concebidas e encorajadas por Steve Jobs, sendo o capital humano um dos direcionadores das estratégias de
marketing da organização.