Mar Theory


Marketing Theory, 23(1)


Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes
Chloe Preece, Athanasia Daskalopoulou, and Hope Schau [Publisher] [Google Scholar]

‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers
Leighanne Higgins and Killian O’Leary [Publisher] [Google Scholar]

An Arendtian perspective on responsibilized heroes: Why marketing needs a new model of heroic action
Josephine Go Jefferies [Publisher] [Google Scholar]

Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic
Ingeborg Astrid Kleppe, Marylouise Caldwell, and Inger G Stensaker [Publisher] [Google Scholar]

From heroism to martyrdom: Entrepreneurial identity work in alternative market movements
Matthew M. Mars [Publisher] [Google Scholar]

“Sometime in the future”—The technology entrepreneur as utopian market hero
Ignacio Luri, Ashok Kumar Kaliyamurthy, and Matthew Farmer [Publisher] [Google Scholar]

Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism
Georgios Patsiaouras and James Fitchett [Publisher] [Google Scholar]

The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising
Darren Kelsey, Natalia Yannopoulou, Andrea Whittle, Teresa Heath, Artyom Golossenko, and Ana Maria Soares [Publisher] [Google Scholar]

Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis
Maria Carolina Zanette, Diego Rinallo, and Laetitia Mimoun [Publisher] [Google Scholar]