Publication of 3 articles on performativity
The word « performative » was created in 1955 by philosopher John Austin. It is derived from the verb “to perform” and preserves its double meaning of “doing” and “acting”. A consumer performs a brand when he makes it exists through his actions. He lives with brands, appropriates them, adopts attitudes suggested by brands, the social model and culture suggested by brands.
See a brroader definition on Wikipedia
We have published 3 articles on this fundamental concept in the marketing magazine Influencia (articles are in French) :
- Studying and mesuring performativity rather than engagement