Purpose – The purpose of this paper is to use principles from Tzu's The Art of War to develop a conceptual framework for the exploration of brand persuasion and the manufacturing of consumer consent and consumption. Design/methodology/approach – The conceptual framework is based upon formal theoretical links between Tzu's concept of engagement and the political economic aspects of Herman and Chomsky with regard to manufacturing consent and consumption engineering via use of the mass media. Findings – Within the framework the consumer is simultaneously the enemy, the manipulated target for consumption engineering and the protected people in the sales “war”. The business culture and ethical considerations of such a position are examined and hence the paper offers a novel insight into how theoretical concepts link political, social and commercial paradigms in order to gain an insight into market interventions, consumption engineering and marketing leverage. Originality/value – The paper contributes to the body of knowledge examining the relationship between Chinese and Western theoretical concepts whilst providing insight for executives seeking to leverage marketing strategy.
Chinese Management Studies – Emerald Publishing
Published: Nov 22, 2011
Keywords: Consumer behaviour; Brands; Ethics; Marketing strategy; The Art of War ; Brand persuasion; Manufacturing consent; Marketing leverage; Political economics; Consumption engineering; Business culture
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera