Liminoid Advertising and Consumer Identity. / Hackley, Chris; Hackley, Rungpaka; Bassiouni, Dina.

In: Journal of Marketing Communications, 03.11.2019.

Research output: Contribution to journalArticle

Forthcoming

Standard

Liminoid Advertising and Consumer Identity. / Hackley, Chris; Hackley, Rungpaka; Bassiouni, Dina.

In: Journal of Marketing Communications, 03.11.2019.

Research output: Contribution to journalArticle

Harvard

Hackley, C, Hackley, R & Bassiouni, D 2019, 'Liminoid Advertising and Consumer Identity', Journal of Marketing Communications.

APA

Hackley, C., Hackley, R., & Bassiouni, D. (Accepted/In press). Liminoid Advertising and Consumer Identity. Journal of Marketing Communications.

Vancouver

Hackley C, Hackley R, Bassiouni D. Liminoid Advertising and Consumer Identity. Journal of Marketing Communications. 2019 Nov 3.

Author

Hackley, Chris ; Hackley, Rungpaka ; Bassiouni, Dina. / Liminoid Advertising and Consumer Identity. In: Journal of Marketing Communications. 2019.

BibTeX

@article{e3d13bc8c04c4508ab1057f9ecc55734,
title = "Liminoid Advertising and Consumer Identity",
abstract = "Purpose: To establish the theoretical and practical grounds for a newly recognised advertising appeal, the liminoid appeal, and point to the wider implications of this type of appeal for advertising practitioners and consumers.Design/approach: The paper integrates a theoretical review with a selective sample of case exemplars to illustrate the novelty, salience and contribution of the liminoid advertising appeal.Findings: The study finds that the liminoid appeal is a novel and under-recognised yet widely deployed advertising and branding approach that manifests in many differing creative executions, whilst clearly carrying great resonance for consumers, and can potentially have negative social implications.Research limitations: The empirical case examples are selective and few in number and a limited basis for generalisation.Practical implications: Advertising agencies and brand managers have been practicing liminoid appeals without a theoretically grounded label with which to better understand the underlying consumer motivations. Having this knowledge will enable brand professionals to generate insights that improve training, execution and targeting of creative strategies.Social implications: The liminoid appeal resonates powerfully with consumers because of its ostensibly liberatory and self-actualising potential, but on a social level the proliferation of such appeals could contribute to rising social disharmony and psychological distress.Originality/Value: The Liminoid advertising appeal is a new, theoretically grounded label for a well established yet hitherto poorly understood category of advertising appeal. The study contributes a novel and previously neglected source of insight to the practice of creative brand communication strategy, whilst also contributing to the development of anthropologically informed marketing and consumer research.",
author = "Chris Hackley and Rungpaka Hackley and Dina Bassiouni",
year = "2019",
month = "11",
day = "3",
language = "English",
journal = "Journal of Marketing Communications",

}

RIS

TY - JOUR

T1 - Liminoid Advertising and Consumer Identity

AU - Hackley, Chris

AU - Hackley, Rungpaka

AU - Bassiouni, Dina

PY - 2019/11/3

Y1 - 2019/11/3

N2 - Purpose: To establish the theoretical and practical grounds for a newly recognised advertising appeal, the liminoid appeal, and point to the wider implications of this type of appeal for advertising practitioners and consumers.Design/approach: The paper integrates a theoretical review with a selective sample of case exemplars to illustrate the novelty, salience and contribution of the liminoid advertising appeal.Findings: The study finds that the liminoid appeal is a novel and under-recognised yet widely deployed advertising and branding approach that manifests in many differing creative executions, whilst clearly carrying great resonance for consumers, and can potentially have negative social implications.Research limitations: The empirical case examples are selective and few in number and a limited basis for generalisation.Practical implications: Advertising agencies and brand managers have been practicing liminoid appeals without a theoretically grounded label with which to better understand the underlying consumer motivations. Having this knowledge will enable brand professionals to generate insights that improve training, execution and targeting of creative strategies.Social implications: The liminoid appeal resonates powerfully with consumers because of its ostensibly liberatory and self-actualising potential, but on a social level the proliferation of such appeals could contribute to rising social disharmony and psychological distress.Originality/Value: The Liminoid advertising appeal is a new, theoretically grounded label for a well established yet hitherto poorly understood category of advertising appeal. The study contributes a novel and previously neglected source of insight to the practice of creative brand communication strategy, whilst also contributing to the development of anthropologically informed marketing and consumer research.

AB - Purpose: To establish the theoretical and practical grounds for a newly recognised advertising appeal, the liminoid appeal, and point to the wider implications of this type of appeal for advertising practitioners and consumers.Design/approach: The paper integrates a theoretical review with a selective sample of case exemplars to illustrate the novelty, salience and contribution of the liminoid advertising appeal.Findings: The study finds that the liminoid appeal is a novel and under-recognised yet widely deployed advertising and branding approach that manifests in many differing creative executions, whilst clearly carrying great resonance for consumers, and can potentially have negative social implications.Research limitations: The empirical case examples are selective and few in number and a limited basis for generalisation.Practical implications: Advertising agencies and brand managers have been practicing liminoid appeals without a theoretically grounded label with which to better understand the underlying consumer motivations. Having this knowledge will enable brand professionals to generate insights that improve training, execution and targeting of creative strategies.Social implications: The liminoid appeal resonates powerfully with consumers because of its ostensibly liberatory and self-actualising potential, but on a social level the proliferation of such appeals could contribute to rising social disharmony and psychological distress.Originality/Value: The Liminoid advertising appeal is a new, theoretically grounded label for a well established yet hitherto poorly understood category of advertising appeal. The study contributes a novel and previously neglected source of insight to the practice of creative brand communication strategy, whilst also contributing to the development of anthropologically informed marketing and consumer research.

M3 - Article

JO - Journal of Marketing Communications

JF - Journal of Marketing Communications

ER -