European Journal of Marketing: Volume 30 Issue 9

Applications of impression management and the drama metaphor in marketing: an introduction

Raymond P. Fisk, Stephen J. Grove

In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative…

Moving the drama into the factory: the contribution of metaphors to services research

Cathy Goodwin

Although services research has made extensive use of metaphors, there is a need to understand the way metaphors incorporate assumptions about the phenomenon under study, the focus…

Advertising comedy in electronic drama: The construct, theory and taxonomy

Barbara B. Stern

Defines the construct of “comedy” in electronic advertisements, using drama theory to derive a taxonomy of comedic types. Summarizes the controversies that form the background of…

A dramaturgical view of the health care service encounter: Cultural value‐based impression management guidelines for medical professional behaviour

Joby John

Examines the “dramaturgical” view of the service encounter to understand the service consumption experience. Illustrates this by demonstrating how the drama metaphor is applicable…

Oral participation in retail service delivery: a comparison of the roles of contact personnel and customers

Steve Baron, Kim Harris, Barry J. Davies

Explores observable oral participation (OOP) of customers at the front stage of the service delivery system within a retail store setting. Spoken interactions between a customer…