Giana M. Eckhardt
Royal Holloway, University of London
AdvertisingEmerging marketsConsumption (economics)SociologyBusinessSocial responsibilityPsychologyIdeologyEconomicsMarketingPolitical scienceQualitative researchChinaGlobalizationConsumer behaviourMacromarketingIdentity (social science)Context (language use)Consumer researchEthical consumerismConsumption (sociology)Sharing economyPublic relationsBrand managementSocial psychology
80Publications
22H-index
3,175Citations
Publications 78
Newest
#1Søren AskegaardH-Index: 28
#2Fleura BardhiH-Index: 14
Last. Mark RitsonH-Index: 11
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#1Giana M. Eckhardt (Suffolk University)H-Index: 22
#2Russell W. Belk (York University)H-Index: 90
Last. Timothy M. Devinney (UTS: University of Technology, Sydney)H-Index: 54
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Many consumers profess to want to avoid unethical offerings in the marketplace yet few act on this inclination. This study investigates the nature of the rationales and justifications used by consumers to make sense of this discrepancy. The data was collected via in-depth interviews across eight countries. The respondents were presented with three ethical consumption scenarios, and discussed their views on the consumption issues as well as their consumption behavior. The majority of the discussi...
223 CitationsSource
In this article, the authors explore whether brands as they currently conceive of them existed in premodernity. They trace branding practices in China from 2700 BC to contemporary times and demonstrate that China has had a sophisticated brand infrastructure with a continuous history that has no known correspondence in any other part of the world. They review previous research on the history of branding and create a systematic overview of what is currently known about branding throughout history....
45 CitationsSource
#1Timothy M. DevinneyH-Index: 54
#2Pat AugerH-Index: 17
Last. Giana M. EckhardtH-Index: 22
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Machine generated contents note: List of figures; List of tables; Preface; 1. The appeal and reality of ethical consumerism; 2. Social consumerism in the context of corporate responsibility; 3. Are we what we choose? Or is what we choose what we are?; 4. Ethical consumers or social consumers? Measurement and reality; 5. Rationalization and justification of social (non) consumption; 6. The ethical consumer, politics and everyday life; 7. Tastes, truths and strategies; Appendix; Index; References;...
220 Citations
Purpose – This paper and accompanying film demonstrate the techniques of using scenarios, breaching expectations, and using naturalistic groups as being especially appropriate for conducting qualitative marketing research in China.Design/methodology/approach – This study is used to investigate the social construction of brands in China and to demonstrate how to create naturalistic group interviews in China, and why it is beneficial to do so. A film footage of the various groups discussing the sc...
14 CitationsSource
9 Citations
#1Timothy M. Devinney (University of Leeds)H-Index: 54
#2Pat Auger (Melbourne Business School)H-Index: 17
Last. Giana M. Eckhardt (Suffolk University)H-Index: 22
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Corporations and policy makers are bombarded with international surveys purporting to show that most consumers want ethical products. Yet when companies offer such products they are often met with indifference and limited uptake. It seems that survey radicals turn into economic conservatives at the checkout. This book reveals not only why the search for the ‘ethical consumer’ is futile but also why the social aspects of consumption cannot be ignored. Consumers are revealed to be much more delibe...
#1Giana M. Eckhardt (Suffolk University)H-Index: 22
#2Michael J. Houston (UMN: University of Minnesota)H-Index: 42
While we know that consumers can hold varying meanings for products depending on context, the source of the variation is not clear. We investigate the source of malleable meanings in the Chinese context, as Chinese consumers are especially likely to hold multiple meanings for the same product. We discover that meanings can be inherently malleable, as opposed to one “true” meaning being altered by situational variables, and that the overwhelming importance of interpersonal relationships and the c...
14 CitationsSource