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Citation: Ronald E. Goldsmith, () "Conquering Consumerspace: Marketing Strategies for a Branded World", Journal of Product & Brand Management, Vol.
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The customer was a coveted game piece, a trophy to be acquired and occasionally polished. That view of the consumer as couch potato is so twentieth century. In todays consumerspace, rms partner with customers to develop brand personalities and create interactive fantasies. The winners understand that we buy products because of what they mean, rather than what they do.
In consumerspace, each of us charts our own identity by picking and choosing the brands that speak to us.
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We reward those that do with our loyalty but also with our reverence and yes, sometimes even our love. In marketerspace, companies sell to us. In consumerspace, they sell with us. What will consumerspace look like, and how can cutting-edge rms help build itand control it? This book is about that branded reality. In the pages to come, well explore what that means, both for those who buy the dream and those who sell it. Welcome to consumerspace. AcknowledgmentsI relied upon the inspired work and suggestions of numerous colleagues and students in the writing of this book.
I would like to thank my doctoral students Natalie Wood and Caroline Munoz for their dedication and for their helpful work on such topics as Web avatars and virtual communities. I referred to several personal Web sites suggested to me by Prof. Hope Schau. I built upon Prof.
Russell Belks development of the extended-self concept to make my argument about the intertwining of products with consumer identity.
Susan Fourniers work on brand relationships also was very helpful in this context. Al Muniz and Tom OGuinn rst used the term brand community to describe online product-based bonding. John Sherry and Rob Kozinets generously shared their work on themed retail environments. Some of my research on ethnic authenticity was conducted with Profs. Ron Groves and Darach Turley. Gary Bamossy gave me valuable feedback about this book and life in general.
Finally, my colleague, friend, and business partner Prof. These friends and many others play a prominent role in my consumerspace. Welcome to consumerspace, where reality is branded. Where we avidly search for the products and services that will dene who we are and who we want to be.
Where we are what we buyliterally. In the pages to come, well explore what that means, both for those who buy the dream and for those who sell it. In the video game Cool Borders 3, characters ride past Butternger candy bar banners and wear Levis jeans while attempting to beat opponents times that are recorded on Swatch watches.