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Marketing and policy researchers aiming to increase the societal impact of their scholarship should engage directly with relevant stakeholders. For maximum societal effect, this engagement needs to occur both within the research process and throughout the complex process of knowledge transfer. The authors propose that a relational engagement approach to research impact complements and builds on traditional approaches. Traditional approaches to impact employ bibliometric measures and focus on the creation and use of journal articles by scholarly audiences, an important but incomplete part of the academic process. The authors recommend expanding the strategies and measures of impact to include process assessments for specific stakeholders across the entire course of impact, from the creation, awareness, and use of knowledge to societal impact. This relational engagement approach involves the cocreation of research with audiences beyond academia. The authors hope to begin a dialogue on the strategies researchers can use to increase the potential societal benefits of their research.

Purpose – The purpose of this paper is to contribute to the growing marketing literature that investigates markets as “configurations”, i.e. networks of market actors engaged in market-shaping practices and performances. As this pioneering work has been largely focused on established mainstream markets and industries driven by large multi-national companies, the present article extends practice-based market theorizing to countercultural market emergence and also to unconventional market practices shaping it. Design/methodology/approach – Insights are drawn from a four-year multi-sited ethnographic study of a rapidly expanding electronic music scene that serves as an illustrative example of emergent countercultural market. Findings – In contrast to mainstream consumer or industrial markets, the authors identify a distinctive dynamic underlying market emergence. Countercultural markets as well as their appeal and longevity largely depend on an inherent authenticity paradox that focal market actors need to sustain and negotiate through ongoing market-shaping and market-restricting practices. Practical implications – From a practitioner perspective, the authors discuss the implications for market actors wishing to build on countercultural authenticity. They highlight the fragility of countercultural markets and point out practices sustaining them, and also possibilities and challenges in tapping into them. Originality/value – The study contributes by theorizing the tensions that energize and drive countercultural market emergence. In particular, the authors address the important role of market-restricting practices in facilitating countercultural appeal that has not received explicit attention in prior marketing literature.

There is a rich tradition of inquiry in consumer research into how collective consumption manifests in various forms and contexts. While this literature has shown how group cohesion prescribes ethical and moral positions, our study explores how ethicality can arise from consumers and their relations in a more emergent fashion. To do so, we present a Levinasian perspective on consumer ethics through a focus on Restaurant Day, a global food carnival that is organized by consumers themselves. Our ethnographic findings highlight a non-individualistic way of approaching ethical subjectivity that translates into acts of catering to the needs of other people and the subversion of extant legislation by foregrounding personal responsibility. These findings show that while consumer gatherings provide participants a license to temporarily subvert existing roles, they also allow the possibility of ethical autonomy when the mundane rules of city life are renegotiated. These sensibilities also create 'ethical surplus', which is an affective excess of togetherness. In the Levinasian register, Restaurant Day thus acts as an inarticulable 'remainder'—a trace of the possibility of being able to live otherwise alongside one another in city contexts.

The purpose of this article is to critically examine videography in the repertoire of visual approaches and delineate a positioning that would be distinctive, inspiring and daring. Notably, we advocate for alternative video-based approaches that expand the field beyond the dominant ‘representational mode’ by embracing the evocative power of video, and it is only in this way that videographic research could emerge into a self-standing research method without falling under other representational orders of analysis such as being read ‘like text’ or frozen into photographic ‘stills’. In so doing, we develop an image of thought of consumer videographies, where the affective forces of video are harnessed towards ‘theorizing’ in an emergent rather than descriptive form.

The purpose of this article is to critically examine videography in the repertoire of visual approaches and delineate a positioning that would be distinctive, inspiring and daring. Notably, we advocate for alternative video-based approaches that expand the field beyond the dominant ‘representational mode’ by embracing the evocative power of video, and it is only in this way that videographic research could emerge into a self-standing research method without falling under other representational orders of analysis such as being read ‘like text’ or frozen into photographic ‘stills’. In so doing, we develop an image of thought of consumer videographies, where the affective forces of video are harnessed towards ‘theorizing’ in an emergent rather than descriptive form.

PurposeThe purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelgänger brand images that reappropriate brand imagery for their own purposes.Design/methodology/approachThis is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets.FindingsThe findings highlight how knockoffs and counterfeits can contribute to the emergence and cyclical diffusion of luxury. As luxury offerings are introduced to the market, knockoffs and counterfeits accelerate the snob effect, aid in anchoring trends and contribute to induced obsolescence. During diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the “authenticity” of genuine offerings through their presence in the market and create cyclical demand for novel offerings by undermining the authenticity claims of existing luxury offerings. Thus, knockoffs and counterfeits can be understood as a paradox of luxury markets that contributes to the market cyclicality not despite but because of this paradoxical interplay.Originality/valueWhile research on knockoffs and counterfeiting is plentiful in the field of marketing, this is among the few studies that analyze how these offerings contribute to luxury markets and their renewal.

[Display omitted] •Restaurant Day shows how retail practices are deeply embedded in ways of socializing.•Restaurant Day is a consumer-driven manifestation of carnivalesque mood.•In Restaurant Day the conventional ‘rules’ of retailing are playfully subverted.•Restaurant Day reveals that retailing can be a tool of social change.•Rethinking solidity of location and mutual role of consumers in retail experiences. Marketing scholars with sociological and anthropological leanings have made great strides in uncovering strategic and theoretical implications of consumer collectives and consumption-driven market phenomena. It has not been very common that their perspectives have been brought to bear on retailing practice or theory. This ethnographic study examines a highly successful, globalizing, consumer-driven pop-up retail festival for its potential lessons about social movements. It reveals new insights into logics and potentialities for retailing as a field of affordances for reimagining society and social practices. It points especially to how eruptions of ‘carnivalesque mood’ unite everyday citizens to imagine change in a highly regulated social context and how they utilize the practice of retailing collectively to actualize societal change.

Purpose The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelgänger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach This is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets. Findings The findings highlight how knockoffs and counterfeits can contribute to the emergence and cyclical diffusion of luxury. As luxury offerings are introduced to the market, knockoffs and counterfeits accelerate the snob effect, aid in anchoring trends and contribute to induced obsolescence. During diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the “authenticity” of genuine offerings through their presence in the market and create cyclical demand for novel offerings by undermining the authenticity claims of existing luxury offerings. Thus, knockoffs and counterfeits can be understood as a paradox of luxury markets that contributes to the market cyclicality not despite but because of this paradoxical interplay. Originality/value While research on knockoffs and counterfeiting is plentiful in the field of marketing, this is among the few studies that analyze how these offerings contribute to luxury markets and their renewal.

Purpose - Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual worlds.Design methodology approach - An empirical study was conducted employing netnographic evidence from three different virtual worlds and related user-generated blog discussions.Findings - The findings suggest mechanisms which enable virtual worlds to gain and maintain the interest of their users and therefore underlie successful marketer practices.Research limitations implications - This is an exploratory study based on qualitative and ethnographic online research methods, and therefore the results are of a descriptive nature. The study was conducted to initiate the academic discourse about marketing in virtual worlds. As such, the paper believes that it can act as a reasonable starting-point for future discussion.Practical implications - The study suggests that traditional advertising has not proven to be a very effective way to exploit the special characteristics of virtual worlds. There is substantial potential in virtual worlds for new and innovative marketing methods that are highly engaging and take advantage of users' active role in virtual worlds. From the marketing point of view, virtual worlds can be especially used for connecting with customers, contributing to customer learning, and getting customer input.Originality value - The paper illustrates that virtual worlds have come to offer marketers new opportunities for engaging their customers into interactive and co-productive marketplace exchanges. They uncover untapped potential, resources and creative means for building customer relationships.