dianne dean | Sheffield Hallam University (original) (raw)
Papers by dianne dean
Asia Pacific Management Review, Feb 29, 2024
Journal of Customer Behaviour, May 31, 2023
Abstract: Building a political brand story is one way of conveying a series of complex values in ... more Abstract: Building a political brand story is one way of conveying a series of complex values in a simple framework but it is elusive. A combination of image, logo, leadership, ideology, and values all contribute towards this but party identification and a sense of community ...
This paper reports on accounts in Egypt and Libya that are embroiled in a period of extraordinary... more This paper reports on accounts in Egypt and Libya that are embroiled in a period of extraordinary change known as the Arab Spring in which the personal and social self are found to undergo significant transformations. In a period of flux the self is subject to a multiplicity of tensions. Consumption choices are frequently related to the utility of products, symbolic meanings and rituals, while artifacts are also important for achieving and maintaining a sense of self and locating one’s place in society. The paper is a rare attempt to account for transformations during a revolutionary period and in particular, explores how the self is reconstructed by the influx of new ideas and consumption opportunities. This paper builds on Belk’s notions of the extended and dialogic selves in an attempt to explore the transformation of society over the course of the Arab Spring. We show how consumers use consumption practices to reflect their sense of self and make sense of their turbulent environ...
Since the 1940s market research has “borrowed” (Boddy 2005:242) projective techniques from the fi... more Since the 1940s market research has “borrowed” (Boddy 2005:242) projective techniques from the field of psychology with some success and they are now commonly used in qualitative research to gain a deeper understanding of the research area (Boddy 2005). It has been suggested that projective techniques may provide an insight into consumers’ views on brands, delving beneath the surface of explicitly stated attitudes, associations and perceptions (Kay 2001; Day 1989). Projective techniques have been adopted by many disciplines to investigate personality, behaviour (Noble et al., 2007), mental disorders (Anderson and Anderson 1951), and motivations (Bell 1948). They can encourage emotional and rational insight (Boddy 2004) and reveal associations (De Carlo et al., 2009, Moutinho, et al., 2007). However, doubts have been raised about the validity and reliability of this research method, and there is little research critically evaluating the technique. Responding to this identified gap in...
European Journal of Marketing, 2018
Purpose This purpose of this study is to examine the fluidity of family life which continues to a... more Purpose This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using practice theory, the aims are to understand the role of food in elderly families and explore how family practices are maintained when elderly transition into care. Design/methodology/approach A phenomenological research approach was used as the authors sought to build an understanding of the social interactions between family and their lifeworld. Findings This study extends theory on the relationship between the elderly parent and their family and explores through practice theory how families performed their love, how altered routines and long standing rituals provided structure to the elderly relatives and how care practices were negotiated as the elderly relatives transitioned from independence to dependence and towards care. A theoretical fr...
Journal of Service Research
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) ... more This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this framework sheds light on the complexity of practice-based resource integration processes within the IVF process. The findings demonstrate firstly, how IVF can result in both value co-creation and co-destruction and secondly, how these outcomes are influenced by the enactment of practices within the service experience. Finally, this study demonstrates the mediating role of consumer intensity as a function of consumer effort and time during this enactment. The suggested framework emphasizes the role of engagement, as intersecting between resource-based practices and outcomes, and the nested nature of the IVF process. In doing so, the relationship between the multiple outcomes of engagement and variations in loyalty are revealed. The study has implication...
Supplemental Material, sj-docx-1-jsr-10.1177_10946705211025606 for A Multidimensional Practice-Ba... more Supplemental Material, sj-docx-1-jsr-10.1177_10946705211025606 for A Multidimensional Practice-Based Framework of Interactive Value Formation by Thuy Luyen, Haseeb Shabbir and Dianne Dean in Journal of Service Research
Journal of Political Marketing
Abstract How do you create and build a personal political brand? Personal branding can enable ind... more Abstract How do you create and build a personal political brand? Personal branding can enable individuals to self-commodify and formulate distinct identities created from both tangible and intangible characteristics. However, there is little insight into how individuals create and manage their personal brand identities. This paper contributes to this lacuna in the literature and focusses on personal political branding. Contextualized in the British Crown Dependence of Guernsey; the island community has no political parties and Parliamentarians [deputies] stand as independent candidates. Deputies construct their own personal brand with the aim of resonating with their constituents often with limited resources and without the ‘political machine’ found in party-systems. Therefore, this study examines the deputies’ strategies to create, build and communicate their brands in a nonparty system. Findings indicate that Guernsey’s politicians created their desired identities around key components including legacy, heritage and experience, personality characteristics opposed to focused policies, personal values and acknowledged that brand building was a continuous process of maintaining presence, and communicating personal aspirations. Therefore, Guernsey’s politicians formulated their personal political brand identities without the mechanisms of a party system. This paper extends the personal branding literature demonstrating the challenging process of formulating and managing personal political brands in a competitive environment and presents a Personal Brand Identity framework, a strategic tool to evaluate and refine desired identities within and beyond the setting of politics.
Journal of Political Marketing
Communication in political marketing plays an important role in political mobilization, building ... more Communication in political marketing plays an important role in political mobilization, building trust both in political actors and the government. Politicians construct their messages through careful branding as the power of the cultural symbols and signs conveyed through the brand are potent heuristic devices. This is particularly important in emerging democracies, where there is limited political knowledge and understanding. Therefore, this research explores how young voters understand the symbolic communication fashioned by political actors in Indonesia and how it relates to their brand. Indonesia is an interesting area for study; it is both secular and the world’s largest Muslim democracy. Using a phenomenological approach, a total of 19 in-depth interviews with young voters were conducted to gain rich insight into perceptions of the complexity of political symbolism, and trust among young voters. This study conceptualized political communication as a dual approach. The political brand promise is intrinsically linked to cultural references and conveyed through symbolic communication combined with a distinctive brand message. This builds trust, which then affects political participation. This conceptual framework provides insights into the importance of culture in branding which has implications for policy makers and actors in emerging and established democracies.
Journal of Marketing Management
European Journal of Marketing
Purpose There are explicit calls for research devoted to how political actors present their brand... more Purpose There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with voter expectations, which in turn shapes the consistency of a political brand. Design/methodology/approach Using an interpretivist perspective, this two-stage approach first focuses on semi-structured interviews with internal stakeholders of the UK Conservative Party and second uses focus group discussions with external stakeholders (voters) of age 18-24 years. Data was collected between 1 December 2014 and 6 May 2015. Findings The findings suggest that the UK Conservative brand had recovered from the “nasty party” reputation. Further, the Conservative brand was perceived as credible, trustworthy and responsible, with positive associations of “economic competence”. However, while the nasty party...
Journal of Business Ethics
The articles comprising this thematic symposium suggest options for exploring the nexus between f... more The articles comprising this thematic symposium suggest options for exploring the nexus between freedom and unfreedom, as exemplified by the British abolitionists’ anti-slavery campaign and the paradox of freedom. Each article has implications for how these abolitionists achieved their goals, social activists’ efforts to secure reparations for slave ancestors, and modern slavery (e.g., human trafficking). We present the abolitionists’ undertaking as a marketing campaign, highlighting the role of instilling moral agency and indignation through rehumanizing the dehumanized. Despite this campaign’s eventual success, its post-emancipation phase illustrates a paradox of freedom. After introducing mystification as an explanation for the obscuring rhetoric used to conceal post-emancipation violations of freedom during the West’s colonial phase, we briefly discuss the appropriateness of reparations. Finally, we discuss the contributions made by the articles in this thematic symposium.
Asia Pacific Management Review, Feb 29, 2024
Journal of Customer Behaviour, May 31, 2023
Abstract: Building a political brand story is one way of conveying a series of complex values in ... more Abstract: Building a political brand story is one way of conveying a series of complex values in a simple framework but it is elusive. A combination of image, logo, leadership, ideology, and values all contribute towards this but party identification and a sense of community ...
This paper reports on accounts in Egypt and Libya that are embroiled in a period of extraordinary... more This paper reports on accounts in Egypt and Libya that are embroiled in a period of extraordinary change known as the Arab Spring in which the personal and social self are found to undergo significant transformations. In a period of flux the self is subject to a multiplicity of tensions. Consumption choices are frequently related to the utility of products, symbolic meanings and rituals, while artifacts are also important for achieving and maintaining a sense of self and locating one’s place in society. The paper is a rare attempt to account for transformations during a revolutionary period and in particular, explores how the self is reconstructed by the influx of new ideas and consumption opportunities. This paper builds on Belk’s notions of the extended and dialogic selves in an attempt to explore the transformation of society over the course of the Arab Spring. We show how consumers use consumption practices to reflect their sense of self and make sense of their turbulent environ...
Since the 1940s market research has “borrowed” (Boddy 2005:242) projective techniques from the fi... more Since the 1940s market research has “borrowed” (Boddy 2005:242) projective techniques from the field of psychology with some success and they are now commonly used in qualitative research to gain a deeper understanding of the research area (Boddy 2005). It has been suggested that projective techniques may provide an insight into consumers’ views on brands, delving beneath the surface of explicitly stated attitudes, associations and perceptions (Kay 2001; Day 1989). Projective techniques have been adopted by many disciplines to investigate personality, behaviour (Noble et al., 2007), mental disorders (Anderson and Anderson 1951), and motivations (Bell 1948). They can encourage emotional and rational insight (Boddy 2004) and reveal associations (De Carlo et al., 2009, Moutinho, et al., 2007). However, doubts have been raised about the validity and reliability of this research method, and there is little research critically evaluating the technique. Responding to this identified gap in...
European Journal of Marketing, 2018
Purpose This purpose of this study is to examine the fluidity of family life which continues to a... more Purpose This purpose of this study is to examine the fluidity of family life which continues to attract attention. This is increasingly significant for the intergenerational relationship between adult children and their elderly parents. Using practice theory, the aims are to understand the role of food in elderly families and explore how family practices are maintained when elderly transition into care. Design/methodology/approach A phenomenological research approach was used as the authors sought to build an understanding of the social interactions between family and their lifeworld. Findings This study extends theory on the relationship between the elderly parent and their family and explores through practice theory how families performed their love, how altered routines and long standing rituals provided structure to the elderly relatives and how care practices were negotiated as the elderly relatives transitioned from independence to dependence and towards care. A theoretical fr...
Journal of Service Research
This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) ... more This study seeks to deconstruct the multidimensionality of the Interactive Value Formation (IVF) process within complex and prolonged Technology-Based Self-Services (TBSSs). Building on practice theory and Service Dominant logic, this framework sheds light on the complexity of practice-based resource integration processes within the IVF process. The findings demonstrate firstly, how IVF can result in both value co-creation and co-destruction and secondly, how these outcomes are influenced by the enactment of practices within the service experience. Finally, this study demonstrates the mediating role of consumer intensity as a function of consumer effort and time during this enactment. The suggested framework emphasizes the role of engagement, as intersecting between resource-based practices and outcomes, and the nested nature of the IVF process. In doing so, the relationship between the multiple outcomes of engagement and variations in loyalty are revealed. The study has implication...
Supplemental Material, sj-docx-1-jsr-10.1177_10946705211025606 for A Multidimensional Practice-Ba... more Supplemental Material, sj-docx-1-jsr-10.1177_10946705211025606 for A Multidimensional Practice-Based Framework of Interactive Value Formation by Thuy Luyen, Haseeb Shabbir and Dianne Dean in Journal of Service Research
Journal of Political Marketing
Abstract How do you create and build a personal political brand? Personal branding can enable ind... more Abstract How do you create and build a personal political brand? Personal branding can enable individuals to self-commodify and formulate distinct identities created from both tangible and intangible characteristics. However, there is little insight into how individuals create and manage their personal brand identities. This paper contributes to this lacuna in the literature and focusses on personal political branding. Contextualized in the British Crown Dependence of Guernsey; the island community has no political parties and Parliamentarians [deputies] stand as independent candidates. Deputies construct their own personal brand with the aim of resonating with their constituents often with limited resources and without the ‘political machine’ found in party-systems. Therefore, this study examines the deputies’ strategies to create, build and communicate their brands in a nonparty system. Findings indicate that Guernsey’s politicians created their desired identities around key components including legacy, heritage and experience, personality characteristics opposed to focused policies, personal values and acknowledged that brand building was a continuous process of maintaining presence, and communicating personal aspirations. Therefore, Guernsey’s politicians formulated their personal political brand identities without the mechanisms of a party system. This paper extends the personal branding literature demonstrating the challenging process of formulating and managing personal political brands in a competitive environment and presents a Personal Brand Identity framework, a strategic tool to evaluate and refine desired identities within and beyond the setting of politics.
Journal of Political Marketing
Communication in political marketing plays an important role in political mobilization, building ... more Communication in political marketing plays an important role in political mobilization, building trust both in political actors and the government. Politicians construct their messages through careful branding as the power of the cultural symbols and signs conveyed through the brand are potent heuristic devices. This is particularly important in emerging democracies, where there is limited political knowledge and understanding. Therefore, this research explores how young voters understand the symbolic communication fashioned by political actors in Indonesia and how it relates to their brand. Indonesia is an interesting area for study; it is both secular and the world’s largest Muslim democracy. Using a phenomenological approach, a total of 19 in-depth interviews with young voters were conducted to gain rich insight into perceptions of the complexity of political symbolism, and trust among young voters. This study conceptualized political communication as a dual approach. The political brand promise is intrinsically linked to cultural references and conveyed through symbolic communication combined with a distinctive brand message. This builds trust, which then affects political participation. This conceptual framework provides insights into the importance of culture in branding which has implications for policy makers and actors in emerging and established democracies.
Journal of Marketing Management
European Journal of Marketing
Purpose There are explicit calls for research devoted to how political actors present their brand... more Purpose There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with voter expectations, which in turn shapes the consistency of a political brand. Design/methodology/approach Using an interpretivist perspective, this two-stage approach first focuses on semi-structured interviews with internal stakeholders of the UK Conservative Party and second uses focus group discussions with external stakeholders (voters) of age 18-24 years. Data was collected between 1 December 2014 and 6 May 2015. Findings The findings suggest that the UK Conservative brand had recovered from the “nasty party” reputation. Further, the Conservative brand was perceived as credible, trustworthy and responsible, with positive associations of “economic competence”. However, while the nasty party...
Journal of Business Ethics
The articles comprising this thematic symposium suggest options for exploring the nexus between f... more The articles comprising this thematic symposium suggest options for exploring the nexus between freedom and unfreedom, as exemplified by the British abolitionists’ anti-slavery campaign and the paradox of freedom. Each article has implications for how these abolitionists achieved their goals, social activists’ efforts to secure reparations for slave ancestors, and modern slavery (e.g., human trafficking). We present the abolitionists’ undertaking as a marketing campaign, highlighting the role of instilling moral agency and indignation through rehumanizing the dehumanized. Despite this campaign’s eventual success, its post-emancipation phase illustrates a paradox of freedom. After introducing mystification as an explanation for the obscuring rhetoric used to conceal post-emancipation violations of freedom during the West’s colonial phase, we briefly discuss the appropriateness of reparations. Finally, we discuss the contributions made by the articles in this thematic symposium.