1,721,076 research outputs found
Brand as “rupa”: Buddhist psychology and brand experience
No full textDoes Buddhism affects the way consumers experience brands? First, in a Buddhist psychology view, a brand can be seen as rupa (form, appearance), that is any external stimulus that triggers an automatic reaction by the subject. Buddhist consumers may have both and increased attention and an increased detachment from brands-rupa. This double reaction can increase or decrease the consumer’s brand experience, respectively, depending on which effects is stronger. Second, Buddhism can enhance the level of mindfulness of the consumer, that is the state of deep and non-judgemental attention to the present moment. Mindfulness can intensify the brand experience by increasing the attention towards the brand-related stimuli; however the non-judgemental focus of mindfulness could detach the Buddhist consumer from brands. This study investigates whether Buddhism, rupa (measured as expertise of the subject with this concept), mindfulness, and religiosity affect brand experience. The preliminary findings show that Buddhism and rupa do not affect brand experience, while mindfulness and religiosity intensify it
Miracles or Love? How Religious Leaders Communicate Trustworthiness through the Web
No full textA religious organization should communicate trustworthiness by attempting correctly to interpret its message and by recruiting new members. Modern communication involves new means of communication like the Internet, which has become an important medium capable of spreading a complex message to a large audience. Religious movements are a growing social and organizational force that employ modern communication methods and criteria. This paper addresses the convergence of religious communication and the Internet, by focusing on trust, a fundamental element of any type of communication, especially of a religious kind. Two main drivers can elicit trust: capabilities (the skill to realize what is promised) and benevolence (the lack of any opportunistic or egoistic goal). This paper employs the content analysis method to analyze the biographies of religious leaders posted on the their official web-sites, in order to verify the existence of these two trust drivers, i.e., leader’s capabilities and benevolence. The results demonstrate the different stress placed on each
Competence-Based Communication through Advertisements in the B2B Fashion Sector
No full textL'articolo affronta il tema di come la comunicazione nell'ambito BtoB possa avere come oggetto le competenze aziendali
The social structure of a virtual community and the consequences for the e-marketer
No full textNo abstract availabl
Il Costo per Contatto nelle Manifestazioni Fieristiche
No full textAnalisi empirica sul costo contatto delle fiere come strumento di comunicazion
Methods of Research in Virtual Communities
No full textIllustrazione dei metodi di ricerca sulle community onlin
Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self
No full textThis paper investigates the effects of Buddhist
ethics on consumers’ materialism, that is, the propensity to
attach a fundamental role to possessions. The literature
shows that religion and religiosity influence various attitudes
and behaviors of consumers, including their ethical
beliefs and ethical decisions. However, most studies focus
on general religiosity rather than on the specific doctrinal
ethical tenets of religions. The current research focuses on
Buddhism and argues that it can tame materialism directly,
similar to other religions, and through the specific Buddhist
ethical doctrines of the Four Immeasurables: compassion,
loving kindness, empathetic joy, and equanimity. The
empirical results show the following: (1) Buddhism reduces
materialism directly and through some of the Four
Immeasurables, and (2) despite the doctrine of non-existence
of the self, positive emotions toward the self are still
present, and the self absorbs the effects of Buddhist ethics
on materialism. The latter finding suggests a ‘‘resistance of
the self’’ that is coherent with the idea of a consumer who
leverages the self to go beyond i
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