TITLE

The Essay: Think you know the middle class? Try again

PUB. DATE
January 2015
SOURCE
Marketing (00253650);Jan2015, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Essay
ABSTRACT
An essay is presented on the importance for brand name products to embrace the transformation brought by new demographic forces in Great Britain. Discussion of how the middle class consumers became the main target of brand name producers to create the ideal conditions for building their brands. However, the author asserts the need for marketers to consider how new demographic forces are stretching beyond recognition of the old taxonomy of consumers.
ACCESSION #
100230370

 

Related Articles

  • How the American dream became a global nightmare33. Devaney, Polly // Marketing Week;6/3/2004, Vol. 27 Issue 23, p32 

    Discusses the all-time low perceptions of U.S. brands outside North America and the challenge of regaining the world's consumer trust. Data issued by global market research organization NOP World; Brands that have suffered a decline in popularity and international consumer trust; Impact of U.S....

  • BRANDS MEAN BUSINESS. O'Malley, Damian // Accountancy;Mar1991, Vol. 107 Issue 1171, p107 

    This article offers insight on the consumer/brand relationship. According to a 1990 consumer study, personal values are becoming more important to consumers. As society has become richer many people have achieved their material aspirations of the 1970s and 1980s. Consumers perhaps realise that...

  • Researching and marketing to consumption collectives. Hawkins, Matthew A. // International Journal of Market Research;Sep2018, Vol. 60 Issue 5, p517 

    Consumer researchers have identified a handful of consumption collectives, such as consumption tribes, brand communities, and communities of practice. A consumption collective is a group of consumers who share consumption characteristics. Despite the use of participant screens in other research...

  • AFFECT AND THE INHIBITION OF COMPETING BRANDS. Erevelles, Sunil; Horton, Veronica // Journal of Marketing Management (10711988);Fall/Winter1998, Vol. 8 Issue 2, p103 

    This research examines the role played by affect in the recall inhibition of competing brands in a product category. The results indicate that the affective component of overall brand attitudes has a greater ability to inhibit the recall of competing brands in a category than the evaluative...

  • NO MONEY, NO PROBLEM. Alaimo, Dan // SN: Supermarket News;2/11/2008, Vol. 56 Issue 6, p45 

    The article focuses on the behavior of consumers toward hair and skin products in the midst of economic uncertainty. While shoppers may cut back on some big purchases or trade down to private label or lesser qualities on certain commodities during hard times, it is another issue when it comes to...

  • The Impact of Brand Extension Introduction on Choice. Swaminathan, Vanitha; Fox, Richard J.; Reddy, Srinivas K. // Journal of Marketing;Oct2001, Vol. 65 Issue 4, p1 

    This article focuses on the impact of a new brand extension introduction on choice in a behavioral context using national household scanner data involving multiple brand extensions. Particularly, the authors investigate the reciprocal impact of trial of successful and unsuccessful brand...

  • Effects of Omitting Conclusions in Advertisements to Involved and Uninvolved Audiences. Sawyer, Alan G.; Howard, Daniel J. // Journal of Marketing Research (JMR);Nov91, Vol. 28 Issue 4, p467 

    In two experiments, the authors manipulated the audience's level of involvement in processing on advertisement and whether the advertisement was open-ended (i.e., did not include an explicit conclusion) or closed-ended. Results of both experiments show she open-ended advertisement to be superior...

  • Humor in Advertising: The Moderating Role of Prior Brand Evaluation. Chattopadhyay, Amitava; Basu, Kunal // Journal of Marketing Research (JMR);Nov90, Vol. 27 Issue 4, p466 

    A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior...

  • Advertising Strategies to Increase Usage Frequency. Wansink, Brian; Ray, Michael L. // Journal of Marketing;Jan96, Vol. 60 Issue 1, p31 

    Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics