Skip to main content

Web-based forums and metaphysical branding

Buy Article:

$47.50 plus tax (Refund Policy)

This paper introduces metaphysical branding as an original, overarching concept binding together discrete data themes when analysing online evaluation of the best-selling album in jazz history – Kind of Blue by Miles Davis. There are five constituent elements of metaphysical branding arising from the data (rite of passage, believers, non-believers, self-improvement, and ritual). The paper uses a netnographic approach involving analysis of online textual discourse posted on a music-rating website. Postings indicate that consumers are not just passively responding to marketing communications, but are actively co-creating transcendent meaning. Dissemination of quasi-religious motifs invests Kind of Blue with self-perpetuating, life-cycle extending meanings. Metaphysical branding has potential applications in the marketing of goods and services requiring prolonged cognitive effort in striving for aspirational self-improvement (e.g. through pursuit of the arts or university education) or prolonged dedication and devotion (e.g. to a sports team).
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: branding; jazz; metaphysical; netnography; sacred

Document Type: Research Article

Affiliations: 1: University of Liverpool Management School, UK 2: Glasgow Caledonian University, UK 3: Keele University, UK

Publication date: 2013-04-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more