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The Technopocene: Technology’s Transformation of People, Products and Brands

The Technopocene: Technology’s Transformation of People, Products and Brands

This ebook looks at how technology is transforming people, products and brands and it also features an additional paper contributed by the Journal’s Senior Advisory Board as a part of the celebration for the 25 years of the Journal. The lead paper is from Roderick Brodie and Maureen Benson-Rea, and uses a systematic literature review and an illustrative case study, and offers a new conceptualization of the process of Country of Origin (COO) branding. This is followed by seven papers on the theme of the special issue.

Consumer Generated Brand Extensions: Definition and Response Strategies,Country of origin branding: an integrative perspective,Guest Editorial,How customer and product orientations shape political brands,Producer push to consumer pull: who curates new media content? Developing strategies for new media environments,Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers,Tattooing and brand sponsorship: how far is too far?,Transforming Celebrities through Social Media: The Role of Authenticity And Emotional Attachment,When creative consumers go green: understanding consumer upcycling

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