Paul Barretta | Wagner College (original) (raw)

Conference Presentations by Paul Barretta

The present research asks if consumers use music as a form of extended self, and if so in what wa... more The present research asks if consumers use music as a form
of extended self, and if so in what ways has the changing
formats of music affected music as extended self.

Papers by Paul Barretta

Building Strong Brands and Engaging Customers With Sound, Apr 26, 2024

˜The œjournal of applied business and economics, Feb 14, 2024

The BRC journal of advances in business, Mar 15, 2018

ACR North American Advances, 2014

Athletes see UnderArmour as equipment that allows them to focus on their sport; Fashion focused c... more Athletes see UnderArmour as equipment that allows them to focus on their sport; Fashion focused consumers appreciate colors and logo. Non-athletes feel more athletic, leading to contradictions in perception. A semiotic square is used to convey these perceptions and relationships supported by self-enhancement, self verification, and symbolic self completion theories.

Arts and the market, Oct 2, 2017

Purpose The purpose of this paper is to provide an in-depth consideration of the color line in th... more Purpose The purpose of this paper is to provide an in-depth consideration of the color line in the US music market, much deeper treatment than that of a superficial social construct. Design/methodology/approach Content analysis was performed using archives from the Performing Arts Division of the New York Public Library. Findings A complex intersection of social and capitalist influences is fueled by culture and economics, filtered through the contributions of artists and media. Six major categories: social, media, artist, culture, industry, and economics contribute to its development and propagation. It continues to affect contemporary music markets. Research limitations/implications Interpretation of archival data is subject to availability of material and subjectivity of the researcher. Steps were taken to minimize bias. The research implies an opportunity for the US music market to celebrate diversity and social justice. Practical implications Focusing on the symbolic use of music, marketers have the opportunity to empower consumers to embrace diversity, reversing the trajectory of the color line. Social implications Embracing cultural heritage and celebrating diversity can promote economic gain without detriment to cultural interests. Originality/value The present research provides a much deeper consideration of the color line in the American Music Market than previous literature does. The consideration includes a combination of forces, from profit focused to cultural.

Developments in marketing science: proceedings of the Academy of Marketing Science, 2015

Perception of authenticity from a consumer point of view is more important than the origins of an... more Perception of authenticity from a consumer point of view is more important than the origins of any particular piece of music. The fields of sociology and consumer behavior have contributed to the body of knowledge for authenticity in general terms, and as a perceived element of music consumption. Researchers in sociology present evidence that authenticity is a communally and sometimes situationally constructed perception. For example, Uzelac (2010) suggests national ceremonies must be viewed as performance, not ritual, to develop a perception of authenticity. This is a temporary construction, however, because when the audience dissipates at the end of the performance so does the authenticity. The fluidity of perceived authenticity is also seen in how its elements are presented. For example, Scottish folk music can be framed either as banal tradition or contrived spectacle to stage a particular type of authenticity (Knox 2008).

Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 8, 2014

Customer dissatisfaction and response to dissatisfaction have been widely researched and subjecte... more Customer dissatisfaction and response to dissatisfaction have been widely researched and subjected to a number of typographies. The primary logic of our theory is that consumer participation has a moderating effect on the retaliatory behavior that results from dissatisfaction. Consumer Participation is a multi-dimensional construct. Our contention is based upon previous literature in four of these dimensions. Of particular interest is the relationship between participation and satisfaction/dissatisfaction; service failure; attribution; and socialization.

Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 8, 2014

Consumers’ environmental concern is increasing, and consumer attitudes towards sustainable consum... more Consumers’ environmental concern is increasing, and consumer attitudes towards sustainable consumption are mainly positive. However, behavioral patterns are not consistent with attitudes. The relationship between attitudes and purchase intentions and attitudes toward sustainable consumption are widely studied phenomena in the literature. There is a gap in the literature on how trust in brands proclaimed sustainable by manufacturers impacts the relationship between attitudes toward sustainable consumption and intention to purchase these products. This study investigates the presumed gap between favorable attitude towards sustainable consumption and intention to purchase sustainable products. The impact of trust in brands proclaimed as sustainable on the relationship between attitudes toward sustainable consumption and purchase intentions will be analyzed. The central theory of this study is based on the theory of reasoned action (Fishbein and Ajzen 1975). In this study, attitudes towards sustainable consumption, measured by environmental concern and price-value relationship perceptions, have been chosen as a subject matter. Sustainable consumption may contribute to the nature of the phenomena that theory of reasoned action attempts to understand, explain and predict. According to this theory, consumers’ intention to purchase sustainable products is determined by their attitudes toward actual sustainable product purchase behavior. Thus, we expect to find positive relationships between attitudes toward sustainable consumption and intention to purchase sustainable products. In examining the relationship between attitudes toward sustainable consumption and purchase intention of sustainable products, the role of trust in brands proclaimed sustainable on this relationship will be analyzed.

The BRC journal of advances in business, Mar 15, 2018

The Journal of American Culture, Mar 1, 2016

The Journal of American Culture, Sep 1, 2014

Journal of Global Responsibility, May 9, 2016

PurposeThe purpose of this paper is to examine the relationship between perceptions of brands adv... more PurposeThe purpose of this paper is to examine the relationship between perceptions of brands advertising claims of environmental sustainability, intention to purchase such brands and the role of trust.Design/methodology/approachAdapted scales were used to measure perceptions of price–value perception, environmental concern, brand trust and purchase intention. Relationships were tested using simple regression and structural equations modeling.FindingsThe results suggest that consumers who did not report high environmental concern had high brand trust but no significant purchase intention; consumers who reported high environmental concern had significant intention to purchase green products, but negative trust in brands which were advertised with a claim to be green.Research limitations/implicationsEfforts to advertise green claims may only be effective for consumers without an intention to purchase green products, and may alienate consumers who are interested in purchasing such products. Structural equations modeling was tested on apost hocbasis with a sample size that did not warrant very good fit ratios.Originality/valueThe present study indicates that green claims may be misguided, and that products that have genuine green benefits may need to find alternative methods of communicating those benefits to consumers who intend to engage in sustainable consumption behavior.

Ethnomusicology Review, 2023

Live music, whether at a festival (Carneiro et al. 2011) or an indoor venue (Edwards et al. 2014)... more Live music, whether at a festival (Carneiro et al. 2011) or an indoor venue (Edwards et al. 2014), contributes to the economic development of its location. The COVID-19 pandemic has severely disrupted the live music industry and therefore the financial contributions of its participants. The present article investigates how the pandemic is affecting – and will affect – live music in the U.S. context. The pertinent elements of the industry and its players will be discussed, followed by the impact of the pandemic. This is followed by a discussion of how the live music industry has adapted, then how those adaptations may affect the future of the industry, including the results of a survey of contemporary music consumers. The article ends with research limitations and opportunities for future research.

Arts and the Market, 2017

Purpose The purpose of this paper is to provide an in-depth consideration of the color line in th... more Purpose The purpose of this paper is to provide an in-depth consideration of the color line in the US music market, much deeper treatment than that of a superficial social construct. Design/methodology/approach Content analysis was performed using archives from the Performing Arts Division of the New York Public Library. Findings A complex intersection of social and capitalist influences is fueled by culture and economics, filtered through the contributions of artists and media. Six major categories: social, media, artist, culture, industry, and economics contribute to its development and propagation. It continues to affect contemporary music markets. Research limitations/implications Interpretation of archival data is subject to availability of material and subjectivity of the researcher. Steps were taken to minimize bias. The research implies an opportunity for the US music market to celebrate diversity and social justice. Practical implications Focusing on the symbolic use of mus...

The present research asks if consumers use music as a form of extended self, and if so in what wa... more The present research asks if consumers use music as a form
of extended self, and if so in what ways has the changing
formats of music affected music as extended self.

Building Strong Brands and Engaging Customers With Sound, Apr 26, 2024

˜The œjournal of applied business and economics, Feb 14, 2024

The BRC journal of advances in business, Mar 15, 2018

ACR North American Advances, 2014

Athletes see UnderArmour as equipment that allows them to focus on their sport; Fashion focused c... more Athletes see UnderArmour as equipment that allows them to focus on their sport; Fashion focused consumers appreciate colors and logo. Non-athletes feel more athletic, leading to contradictions in perception. A semiotic square is used to convey these perceptions and relationships supported by self-enhancement, self verification, and symbolic self completion theories.

Arts and the market, Oct 2, 2017

Purpose The purpose of this paper is to provide an in-depth consideration of the color line in th... more Purpose The purpose of this paper is to provide an in-depth consideration of the color line in the US music market, much deeper treatment than that of a superficial social construct. Design/methodology/approach Content analysis was performed using archives from the Performing Arts Division of the New York Public Library. Findings A complex intersection of social and capitalist influences is fueled by culture and economics, filtered through the contributions of artists and media. Six major categories: social, media, artist, culture, industry, and economics contribute to its development and propagation. It continues to affect contemporary music markets. Research limitations/implications Interpretation of archival data is subject to availability of material and subjectivity of the researcher. Steps were taken to minimize bias. The research implies an opportunity for the US music market to celebrate diversity and social justice. Practical implications Focusing on the symbolic use of music, marketers have the opportunity to empower consumers to embrace diversity, reversing the trajectory of the color line. Social implications Embracing cultural heritage and celebrating diversity can promote economic gain without detriment to cultural interests. Originality/value The present research provides a much deeper consideration of the color line in the American Music Market than previous literature does. The consideration includes a combination of forces, from profit focused to cultural.

Developments in marketing science: proceedings of the Academy of Marketing Science, 2015

Perception of authenticity from a consumer point of view is more important than the origins of an... more Perception of authenticity from a consumer point of view is more important than the origins of any particular piece of music. The fields of sociology and consumer behavior have contributed to the body of knowledge for authenticity in general terms, and as a perceived element of music consumption. Researchers in sociology present evidence that authenticity is a communally and sometimes situationally constructed perception. For example, Uzelac (2010) suggests national ceremonies must be viewed as performance, not ritual, to develop a perception of authenticity. This is a temporary construction, however, because when the audience dissipates at the end of the performance so does the authenticity. The fluidity of perceived authenticity is also seen in how its elements are presented. For example, Scottish folk music can be framed either as banal tradition or contrived spectacle to stage a particular type of authenticity (Knox 2008).

Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 8, 2014

Customer dissatisfaction and response to dissatisfaction have been widely researched and subjecte... more Customer dissatisfaction and response to dissatisfaction have been widely researched and subjected to a number of typographies. The primary logic of our theory is that consumer participation has a moderating effect on the retaliatory behavior that results from dissatisfaction. Consumer Participation is a multi-dimensional construct. Our contention is based upon previous literature in four of these dimensions. Of particular interest is the relationship between participation and satisfaction/dissatisfaction; service failure; attribution; and socialization.

Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 8, 2014

Consumers’ environmental concern is increasing, and consumer attitudes towards sustainable consum... more Consumers’ environmental concern is increasing, and consumer attitudes towards sustainable consumption are mainly positive. However, behavioral patterns are not consistent with attitudes. The relationship between attitudes and purchase intentions and attitudes toward sustainable consumption are widely studied phenomena in the literature. There is a gap in the literature on how trust in brands proclaimed sustainable by manufacturers impacts the relationship between attitudes toward sustainable consumption and intention to purchase these products. This study investigates the presumed gap between favorable attitude towards sustainable consumption and intention to purchase sustainable products. The impact of trust in brands proclaimed as sustainable on the relationship between attitudes toward sustainable consumption and purchase intentions will be analyzed. The central theory of this study is based on the theory of reasoned action (Fishbein and Ajzen 1975). In this study, attitudes towards sustainable consumption, measured by environmental concern and price-value relationship perceptions, have been chosen as a subject matter. Sustainable consumption may contribute to the nature of the phenomena that theory of reasoned action attempts to understand, explain and predict. According to this theory, consumers’ intention to purchase sustainable products is determined by their attitudes toward actual sustainable product purchase behavior. Thus, we expect to find positive relationships between attitudes toward sustainable consumption and intention to purchase sustainable products. In examining the relationship between attitudes toward sustainable consumption and purchase intention of sustainable products, the role of trust in brands proclaimed sustainable on this relationship will be analyzed.

The BRC journal of advances in business, Mar 15, 2018

The Journal of American Culture, Mar 1, 2016

The Journal of American Culture, Sep 1, 2014

Journal of Global Responsibility, May 9, 2016

PurposeThe purpose of this paper is to examine the relationship between perceptions of brands adv... more PurposeThe purpose of this paper is to examine the relationship between perceptions of brands advertising claims of environmental sustainability, intention to purchase such brands and the role of trust.Design/methodology/approachAdapted scales were used to measure perceptions of price–value perception, environmental concern, brand trust and purchase intention. Relationships were tested using simple regression and structural equations modeling.FindingsThe results suggest that consumers who did not report high environmental concern had high brand trust but no significant purchase intention; consumers who reported high environmental concern had significant intention to purchase green products, but negative trust in brands which were advertised with a claim to be green.Research limitations/implicationsEfforts to advertise green claims may only be effective for consumers without an intention to purchase green products, and may alienate consumers who are interested in purchasing such products. Structural equations modeling was tested on apost hocbasis with a sample size that did not warrant very good fit ratios.Originality/valueThe present study indicates that green claims may be misguided, and that products that have genuine green benefits may need to find alternative methods of communicating those benefits to consumers who intend to engage in sustainable consumption behavior.

Ethnomusicology Review, 2023

Live music, whether at a festival (Carneiro et al. 2011) or an indoor venue (Edwards et al. 2014)... more Live music, whether at a festival (Carneiro et al. 2011) or an indoor venue (Edwards et al. 2014), contributes to the economic development of its location. The COVID-19 pandemic has severely disrupted the live music industry and therefore the financial contributions of its participants. The present article investigates how the pandemic is affecting – and will affect – live music in the U.S. context. The pertinent elements of the industry and its players will be discussed, followed by the impact of the pandemic. This is followed by a discussion of how the live music industry has adapted, then how those adaptations may affect the future of the industry, including the results of a survey of contemporary music consumers. The article ends with research limitations and opportunities for future research.

Arts and the Market, 2017

Purpose The purpose of this paper is to provide an in-depth consideration of the color line in th... more Purpose The purpose of this paper is to provide an in-depth consideration of the color line in the US music market, much deeper treatment than that of a superficial social construct. Design/methodology/approach Content analysis was performed using archives from the Performing Arts Division of the New York Public Library. Findings A complex intersection of social and capitalist influences is fueled by culture and economics, filtered through the contributions of artists and media. Six major categories: social, media, artist, culture, industry, and economics contribute to its development and propagation. It continues to affect contemporary music markets. Research limitations/implications Interpretation of archival data is subject to availability of material and subjectivity of the researcher. Steps were taken to minimize bias. The research implies an opportunity for the US music market to celebrate diversity and social justice. Practical implications Focusing on the symbolic use of mus...

People with prior knowledge about an artist might employ a different evaluation process than thos... more People with prior knowledge about an artist might employ a different evaluation process than those unfamil-iar with the artist. These differences can lead to variances in how an electronic word-of-mouth (eWOM) message might be communicated. How senders and receivers of eWOM evaluate subject matter is an important element in understanding the ways in which messages and content spread throughout a social network (Kozinets et al. 2010). When evaluating music content there is a process of authentication, which includes three dimensions – sincer-ity, expertise, and dependability (Barretta 2012). Examin-ing familiarity involves two important areas of research: perceived authenticity and word-of-mouth. Music, regardless of genre, has been found to be a way of expressing one's identity (Bennett 1999; Cateforis and Humphreys 1997; Gardikiotis and Baltzis 2011; Hesmondhalgh 2008; Jackson 2002; Miklas and Arnold 1999; Nuttall 2008b), and a means to developing interper-sonal relationships (...

BRC Journal of Advances in Business, 2018

Cumbia is presented simultaneously as a source of social identity construction and a detailed loo... more Cumbia is presented simultaneously as a source of
social identity construction and a detailed look at the
music form itself, including how both have transformed
through a journey of transnational adaptation.
The essays explore a variety of topics, from instrumentation
and rhythmic patterns to gender and identity
projects, using multiple approaches by a highly qualified
list of authors. Three themes, each of which
threads its way through many of the essays, position
this book as an important contribution to scholarly
understanding of music culture; they are social identity,
perceptions of “authenticity,” and the relationship
between music and the music industry.