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The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance construct and highlights its boundary-straddling nature. The analysis reveals the dynamics of brand meanings established including why some brands have their meanings enriched through collective appropriation, while others become vessels of negative content and targets of anti-consumption movements.

A multimethod approach, which included observation, analysis of cultural texts and in-depth interviews with 21 demonstrators, was adopted for the study.

The study extends the construct of brand cultural resonance proposing an additional facet, named Institutional Resonance. This dimension relates to the meanings that arise from a brand’s institutional role and interactions with other social institutions, like governments, the economy, religious, and educational systems. Institutional Resonance occurs when a certain brand becomes the archetypal representation of a social institution. This study also presents two forms of brand cultural resonance: arrows or targets. As arrows, brands lend their symbolic resources to the construction of protesters’ messages helping them to communicate their ideas. As targets, brands become social enemies and represent negative poles of social contradictions.

This study investigates consumer appropriation of marketers’ actions. The research depicts Institutional Resonance as an interactive and acute phenomenon which promotes a social negotiation on a playing field where different agents forge brand meanings and reputations.

As a result of the advancement of the online environment, several methodological proposals emerged to establish procedures for digital qualitative research. While the various online ethnography methods overlap, they are not equivalent in terms of their theoretical bases, procedures and goals. The purpose of this article is to add clarity to their main differences, depicting specificities, potentialities and limitations of each method.

This conceptual article results from an integrative literature review that brought together studies that proposed, debated or used qualitative research methods in the digital environment. The research focused on the primary indexed journals publishing cultural studies in the past 20 years.

The literature review highlights four methods – virtual ethnography, digital ethnography, netnography and the post-application programming interface ethnography. The integrative literature review adds clarity depicting the main premises and procedures of each method. The present analysis positions the different methods considering two dimensions: the focus on the boundaries of the group/culture investigated, and the focus on the platform agency, affordances and specific dynamics.

The article proposes a comparative framework outlining points of convergence and divergence to create a reference for researchers on topics of significance while designing and conducting a research study in a digital environment. This conceptual organization highlights and supports qualitative researchers on their methodological challenges.

This work investigates how digital technologies and artistic resources interact in order to bring different Creative and Cultural Industry (CCI) actors together in networks. As the stage of this work, the authors investigate the musical collective Postmodern Jukebox (PMJ), a digital-based enterprise which is intensive in the use of social media platforms.

The study adopts a qualitative approach, based on a case study and netnography.

The findings demonstrate how the technology available to CCI enterprises can be used to leverage business through the engagement of its audience in collaborative processes. The analysis also evidences collaborative dynamics resulting from the integration of three key operant resources in CCI: artistic, technological and co-creative resources. Finally, the case shows the role of a CCI enterprise as an engagement platform that capture people’s emotions trough artistic content.

From a managerial perspective, the study demonstrates how a digital CCI enterprise manages the flow of resources and knowledge drawn from several networks in order to engage actors in co-creating value. Our analysis also suggests that emotions are not only drivers in bringing actors closer to the value cocreation process but also collectively created outputs within these interactions. In this process, the artistic resources of CCI's enterprises play a fundamental role in capturing and transforming these emotions by putting actors from different networks in contact.

Purpose – Little attention has been directed to investigating abandonment which refers to the deliberate choice of giving up something previously consumed. In this chapter, we look into meanings that motivate the abandonment of a product category and also the meanings abandonment gives rise to.

Design/methodology/approach – The research used a qualitative methodology to collect and analyze data obtained from in-depth interviews with 16 Brazilian consumers who gave up automobile ownership. This category was chosen due to its intense symbolic dimension.

Findings – The interviews suggest that, rather than being a discrete event, an action, or decision that is circumscribed by a given moment, abandonment is in fact a process. The analysis also outlines three types of abandonment: contingent, positional, and ideological. Contingent abandonment occurs when the individual, despite sharing the meanings with other consumers of the category, is forced to abandon consumption. Positional abandonment is driven mainly by the rejection of symbolic associations that consumption provides. Finally, ideological abandonment presents a collective perspective where the individual believes that society as a whole should abandon or reassess that consumption.

Practical implications (if applicable) – Results offer potential insights, for both governments and nongovernmental organizations involved in de-marketing efforts aimed at inappropriate consumption and companies interested in reversing the shrinking of their markets.

Originality/value – The present research broadens our knowledge of abandonment and allows us to situate it among other kinds of anticonsumption behaviors.

Grounded in ethnic identity theory, critical race theory (CRT) and critical discourse analysis (CDA), this chapter’s objective is to demonstrate the role of news media in the (mis)construction of the identity formation of undocumented youth and the resulting implications of this (mis)construction within the field of education. This study uses mixed methods that include a CDA of Spanish and English language evening television news reports about the Development, Relief, and Education for Alien Minors Act of 2010, and qualitative analysis of interviews with undocumented youth. The implications for undocumented youth traverse from greater society and into schools, and we argue that education leaders must actively challenge and disrupt the (mis)constructions in direct and intentional ways. We provide a theoretical argument and practical steps for how education leaders can support undocumented youth in their communities.

Variables affecting the innovation performance (IP) in regional innovation systems (RIS) have been widely studied in developed countries, while little information exists for the case of developing countries. Based on the innovation economics theory, this study aims to examine determinants of IP of organizations within the RIS of Medellin/Antioquia, Colombia (South America).

By using nonparametric statistical analyses, this study tests six research hypotheses through a randomly applied questionnaire, responded by 1,005 organizations belonging to the RIS of Medellin/Antioquia.

Results indicate that the economic sector, firm size, level of interaction with different parties and level of interaction with academic partners have a significant impact on IP in the RIS. Nevertheless, the number of employees in research and development and the adoption of new technologies have no significant effect.

Based on the results, this study identifies innovation determinants that managers and policymakers should consider when formulating strategies to improve organizations’ IP. The result of this paper may provide valuable insights for the study of RIS’ determinants and support further research in similar contexts.

This paper contributes to the limited body of knowledge regarding the variables that impact the IP of organizations in a RIS from a developing country. This paper also examines possible explanations for those hypotheses that were not supported, showing differences between developing and developed countries.

In this chapter, we introduce readers to the volume, a collection of 13 inquiries that employ the methodology of self-study in teacher education practices (S-STEP) in culturally and linguistically diverse settings across the globe. After sharing the purpose and origins of the project, we provide an overview of the volume’s organization and brief summaries for each study. As a whole, the collection addresses two pressing yet interrelated challenges in teacher education research: understanding teacher educator development over the career span and how these scholar-practitioners prepare teachers for an increasingly diverse, mobile, and plurilingual world.