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The purpose of this paper is to analyze the effect of structural and relational network capabilities on trust, and its effect on pricing and selling capabilities, as well as their influence on the enterprise social impact.

An explanatory and cross-sectional design was conducted, and 100 managers of Mexican social enterprises were surveyed.

Network structural capability did not affect trust, nevertheless network relational capability did. Likewise, trust influenced pricing and selling capabilities, and these affected the enterprise social impact.

Although a sufficient number of entrepreneurs participated by responding to the survey, the results cannot be generalized to all social enterprises in Mexico.

Social enterprises should capitalize on the development of network relational capability and network structural capability because it facilitates access to scarce resources and positioning of the enterprise to act more actively as an agent of change in its network.

This research identifies the relevance for social enterprises to develop and capitalize on networking and marketing capabilities in their management routines and activities, as this can significantly enhance their social impact.

The main research contributions revealed the importance of dynamic capabilities and their effects on the impact of social enterprises.

Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy.

This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive.

This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing

The purpose of this study is to focus on analyzing the role of music subcultures in the communication and promotion of conspicuous consumption practices. The object of study is the “altered movement” as the music style of the drug subculture in Mexico.

A qualitative content analysis of 78 lyrics and music videos of “altered movement” was carried out between August and December 2018.

The analysis of lyrics and music videos leads to the identification of four narratives (from poor to rich, power through violence, lavish lifestyle and power over women) and diverse symbolic markers (luxury brands mainly) that together, display messages aimed at promoting conspicuous consumption practices.

The current research expands the body of literature of music subcultures in the consumer research area by contesting the common conception of this phenomenon as a healthy source of self-identity formation and deepening into its role as a source of conspicuous consumption practices.

The purpose of this paper is to examine how the categorization of a football player influences the evaluations of a football team among participants from Mexico and to test for the moderating role of need for closure. In order to test the hypotheses, the authors conduct two experiments.

The authors used an empirimental approach. Specifically in the experimental condition, the authors brought to mind, in one condition, the team membership of Lionel Messi and assessed the evaluations of Barcelona FC. In the control condition, the authors did not bring to mind the membership of Lionel Messi and only assessed the evaluations of Barcelona FC.

Results from two experiments showed that Barcelona FC obtained better evaluations when participants assigned Messi as one of its players. Evaluations were not moderated by a variable known to influence information processing such as need for closure.

It is a psychological truism that human judgments are context dependent. How good one judges a football team to be, depends not only on the specific qualities of the team, but also on the standard of comparison used to make that judgment. Surprisingly, scant attention has been given to context effects in team or player evaluations (see Puente-Díaz and Puente-Díaz, 2014 for an exception). The investigation seeks to fill this gap.