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Over 200,000 young people in the UK embark on a smoking career annually, thus continued effort is required to understand the types of interventions that are most effective in changing perceptions about smoking amongst teenagers. Several authors have proposed the use of social norms programmes, where correcting misconceptions of what is considered normal behaviour lead to improved behaviours. There are a limited number of studies showing the effectiveness of such programmes for changing teenagers’ perception of smoking habits, and hence this paper reports on the results from one of the largest social norms programmes that used a variety of interventions aimed at improving teenagers’ perceptions of smoking. The paper aims to discuss this issue.

A range of interventions were adopted for 57 programmes in year nine students, ranging from passive interventions such as posters and banners to active interventions such as student apps and enterprise days. Each programme consisted of a baseline survey followed by interventions and a repeat survey to calculate the change in perception. A clustering algorithm was also used to reveal the impact of combinations of interventions.

The study reveals three main findings: the use of social norms is an effective means of changing perceptions, the level of interventions and change in perceptions are positively correlated, and that the most effective combinations of interventions include the use of interactive feedback assemblies, enterprise days, parent and student apps and newsletters to parents.

The paper presents results from one of the largest social norm programmes aimed at improving young people’s perceptions and the first to use clustering methods to reveal the impact of combinations of intervention.

This paper aims to explore how lone mothers define “good” mothering and outlines the extent to which feelings of pride and shame permeate their narratives.

The empirical data on which the paper is based is drawn from semi-structured interviews with 32 lone mothers from Northern Ireland. All the lone mothers resided in low-income households.

Lone mothers experienced shame on three levels: at the level of the individual whereby they internalised feelings of shame; at the level of the collective whereby they internalised how they perceived being shamed by others in their networks but also engaged in shaming and at the level of wider society whereby they recounted how they felt shamed by government agencies and the media.

While a number of researchers have explored how shame stems from poverty and from “deviant” identities such as lone motherhood, the focus on pride is less developed. The paper responds to this vacuum by exploring how pride may counterbalance shame's destructive and scarring tendencies.

The purpose of this paper is to explore the adoption of major exhibitions, often called blockbusters, as a sub-branding strategy for art museums. Focusing the experience around one location but drawing on a wide data set for comparative purposes, the authors examine the blockbuster phenomenon as exhibition packages sourced from international institutions, based on an artist or collection of quality and significance. The authors answer the questions: what drives an art museum to adopt an exhibition sub-brand strategy that sees exhibitions become blockbusters? What are the characteristics of the blockbuster sub-brand?

Using extant literature, interviews and content analysis in a comparative case study format, this paper has three aims: first, to embed exhibitions within the marketing and branding literature; second, to identify the drivers of a blockbuster strategy; and third, to explore the key characteristics of blockbuster exhibitions.

The authors present a theoretical model of major exhibitions as a sub-brand. The drivers identified include the entrepreneurial characteristics of pro-activeness, innovation and risk-taking, while the four key characteristics of the blockbuster are celebrity; spectacle; inclusivity; and authenticity.

These exhibitions are used to augment a host art museum’s own collection for its stakeholders and differentiate it in the wider cultural marketplace. While art museum curators seek to develop quality exhibitions, sometimes they become blockbusters. While blockbusters are a household word, the terms is contested and the authors know little about them from a marketing perspective.

Art museums are non-profit, social organisations that serve the community. Art museums therefore meet the needs of multiple stakeholders in a political environment with competing interests. The study draws on the experiences of a major regional art museum, examining the characteristics of exhibition sub-brands and the paradox of the sub-brand being used to differentiate the art museum. This paper fills a gap in both the arts marketing and broader marketing literature.

The use of the identified characteristics develops theory where the literature has been silent on the blockbuster sub-brand from a marketing perspective. It provides an exemplar for institutional learning on how to initiate and manage quality by popular exhibition strategies.

Working in the world of international education consulting, while being fresh out of a PhD in comparative and international education (CIE), has magnified the challenges in bridging academic CIE research and practical work. When brought into practical work, CIE academic research brings a critical lens to what can often be a normative field, while clarifying theoretical lineage and concepts, supporting the operationalization and conceptualization of terms, and strengthening survey and questionnaire development. Despite the usefulness of CIE academic research to strengthen practical projects, programs and research, access to academic research in CIE limits its use on numerous levels. First, physical access to articles and books through costly subscriptions is an often-discussed challenge. Access to academic language, particularly for second language learners, carries an additional barrier. Finally, practitioners’ ability to wade through lengthy, dense, and technical articles, while identifying the key components of academic research, is a skill that is developed over time and with training.

While the reasons for the divide are common to many fields, CIE academic research has the added challenge of being situated in the highly practical field of education. However, this makes practitioner access to CIE academic research all the more crucial. Along with discussing issues of relevance and access, this discussion chapter highlights the exploration of alternative sources of academic research content to help academics and other scholars in CIE make their research more accessible. In this way, this discussion proposes that academic research and practice meet in the middle. Not only by increasing physical access to research through the various means discussed but also by using scaffolding approaches to academic research dissemination with the aim to increase the capacity of practitioners’ access to and use of CIE academic research. These approaches not only serve to bring academic research into the visibility of practice, but also to support practitioners’ skills in accessing and applying academic CIE research more easily.

This purpose of this paper is to explore how Western design, fashion and aesthetic styles influenced advertising practice in Turkey in the post-Second World War era. Specifically, the authors focus on the key targets of the consumerist ideology of the period, women and discuss the representations of females in Turkish advertisements.

Data were analysed using a combination of social semiotic and compositional analysis methods. Compositional analysis focused on the formal qualities and design elements of the ads; social semiotic analysis sought to uncover their meaning potentials in relation to social, cultural, political and economic dynamics of the period. The advertisements of a prominent Turkish pasta brand, Piyale, published in the local adaptation of the American Life magazine, between 1956 and 1966, constitute the data set.

The analysis reveals that Piyale followed the stylistic and thematic trends prevailing in American and European advertisements at the time and crafted ads that constructed and communicated a Westernized image of Turkish women and families. In line with the cultural currents of the 1950s and 1960s, the ads emphasize patriarchal gender roles and traditional family values and address the woman as a consumer whose priority is to please her husband and take good care of her children.

This study contributes to the advertising history in non-Western contexts and provides an understanding of the influence Western advertising conventions and fashion trends had on developing country markets. The findings indicate that Western-inspired representations and gender roles dominated advertisements of local brands during the post-war period.

The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena. The authors assess the use of arts-based activities, within a broader critical pedagogy, for encouraging imaginative and analytical thinking.

The authors devised two learning activities and an interpretive method for studying their value. The activities were an individual essay connecting themes in song lyrics to marketing, and a group photography project. These were applied, within a broader, critical approach, in postgraduate modules on sustainability, ethics and critical marketing. Data collection comprised diaries kept by the teachers, open-ended feedback from students and students’ assignments.

Students showed high levels of engagement, reflexivity and depth of thought, in felt experiences of learning. Their ability to make connections not explicitly in the materials, and requiring imaginative jumps, was notable. Several reported lasting changes to their behaviour. Some found the tasks initially intimidating or, once they were more engaged, stressful or saddening.

This adds to scholarship on management education by showing the usefulness of an arts-based approach towards a transformative agenda.

It offers a template of how to draw from the arts to strengthen critical engagement upon which marketing teachers can build. It also contains practical advice on the challenges and benefits of doing so.

The authors provide evidence that this approach can enhance sensitivity and reflexivity in students, potentially producing more ethical and sustainable decisions in future.

The pedagogical interventions are novel and of value to lecturers seeking to enhance critical engagement with theory. An empirical study of an attempt to integrate arts into teaching marketing represents a promising direction, given the discipline’s creative nature.

Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands, nurture their dream and, thus, prevent the dilution of desirability created by their growing penetration and sales?

Based on 1,286 actual luxury consumers interviewed about 12 highly known and successful luxury brands on 42 experiential and perceptual items, a PLS hierarchical fourth-order latent variables model unveils the paths of luxury dream building.

The authors have identified how, beyond mere physical rarity and very high quality, eight experiential and perceptual levers fuel luxury desirability through two structural paths: selection and seduction.

The concept of luxury is associated to rarity. But to grow, luxury brands need to abandon mere scarcity and selectivity (value created by limitation of production, highly selective distribution and selection of customers) and switch instead to an “abundant rarity”, where feelings of privilege are attached to the brand itself, seducing through its experiential facets, pricing, prestige and the world it symbolizes.

Luxury executives can use this paper as a compass to manage, sustain and monitor their brand desirability, all along the brand’s growth, as it moves away from being niche and rare.

Considering the growing social diffusion of the need for luxury in different strata of the population, this paper reveals the levers of the attractiveness of the mega-brands of luxury.

This paper addresses the main problem of the luxury industry: How to grow yet remain desirable. It is based on 1,286 actual luxury buyers and 12 actual brands. Thanks to PLS modelization, the structure of the levers of brand desirability is revealed.

Purpose – This chapter argues that classroom teachers need to be more effective and efficient in order to meet the needs of all students and support their grade-level achievement. Given the challenges of contemporary schools – mandated curricula, intensive monitoring and intervention, high-stakes testing, and increased student diversity – teachers are expected to incorporate research-based practices in sophisticated ways. This chapter challenges teachers to assess and enhance their instructional effectiveness.

Approach – This chapter explores ways for teachers to make literacy assessment and instruction more appropriate, productive, and successful, which requires that teachers expand their repertoire of methods and consider ways to deliver instruction expeditiously.

Content – Examples of inefficient practices preface a discussion of some common hindrances to more streamlined instruction. The chapter demonstrates the use of literacy assessment to support more flexible instructional activities, focusing on literacy delivery modes that align with increasingly more difficult text. Subsequent discussion details numerous literacy experiences, including variations of teacher-led, collaborative, guided, partner, and student-led reading. Seven guidelines are presented. The conclusion summarizes an example of how a reading coach used assessment to synthesize an effective intervention to support the marked improvement of a third-grade reader.

Implications – The chapter's goal is that teachers consider ways to combine experiences that increase effectiveness, efficiency, and engagement. Readers can explore ways to use assessment to improve their instruction. Numerous suggestions and activities accompany the discussion.

Value – The chapter content challenges teachers to streamline and sophisticate their literacy instruction and demonstrates ways to combine literacy experiences that foster student achievement and engagement.