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Title: Postmodern paradigms and brand management in the 'search' economy
Authors: Lim, Ming
First Published: Mar-2009
Publisher: Inderscience
Citation: International Journal of Internet Marketing and Advertising, 2009, 5 (1/2), pp. 4-16.
Abstract: The dynamics of virtual branding remain poorly understood. This paper argues that even postmodern conceptualisations of the branding paradigm fail to take into account the 'search' economy and the surge in 'Search Engine Marketing' (SEM) technologies. One of the key characteristics of this new economy is what Baudrillard calls the 'constraint of signification', allowing search engines to manipulate temporal, spatial and brand-consumer constructs in unprecedented ways. This paper proposes four key concepts to explain this new challenge to current branding paradigms: thematic spatialisation, temporal hierarchisation, consumer promiscuity and the-consumer-as-brand-creator. Finally, implications for marketers and researchers are discussed.
DOI Link: 10.1504/IJIMA.2009.021948
ISSN: 1477-5212
Type: Article
Rights: This is the author's final draft of the paper published as International Journal of Internet Marketing and Advertising, 2009, 5 (1/2), pp. 4-16. The final version is available from Doi: 10.1504/IJIMA.2009.021948
Appears in Collections:Published Articles, School of Management

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