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Love as a commodity : human branding in the online dating context

Drennan, Judy, Luck, Edwina M., & Wiyanto, Tifani (2008) Love as a commodity : human branding in the online dating context. In 37th EMAC Conference : Marketing Landscapes : A Pause for Thought, 27-30 May 2008, University of Brighton, Brighton. (Unpublished)

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Abstract

The increasing integration of the Internet into individuals' lives and the changing lifestyles has evoked the trend of online dating. While branding activities were generally contructed for products/servces, we argue that branding elements can be applied to an online dating context in the terms of automony, relatedness, and competence. The 'buying' and 'selling' process in this context intrigued the question of whether individuals are being commoditised as they are perceived as brands. Findings from this qualitative research provides an insightful understanding into emerging branding applications into this area of what strengthens this attachment and the commoditisation of humans in the online environment.

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ID Code: 20480
Item Type: Conference Paper
Additional URLs:
Keywords: Online dating, Commodity, Branding
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the authors]
Deposited On: 02 Jun 2009 11:19
Last Modified: 29 Feb 2012 23:43

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