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2021 | OriginalPaper | Chapter

13. Symbolic Capital

Author : Richard Thomas Watson

Published in: Capital, Systems, and Objects

Publisher: Springer Singapore

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Excerpt

Symbolic capital consists of elements, such as brands, prestige, status, and reputation, that distinguish a person, organization, city, region, or country. Generally, entities aspire to have a positive image and a high level of symbolic capital in their peer group. Reputations need not only be positive, as some behaviors might be deliberately molded to create a negative aura. An autocrat might find that maintaining power is advanced by establishing a persona for capricious ruthlessness and seemingly irrational behavior. This chapter is concerned with creating symbolic capital that is widely perceived as positive. …

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previous chapter Social Capital
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Footnotes
1
This section is based on Pitt, L. F., Watson, R. T., Berthon, P., Wynn, D., & Zinkhan, G. M. (2006). The penguin’s window: corporate brands from an open-source perspective. Journal of the Academy of Marketing Science, 34(2), 115–127.
 
2
See https://​www.​rungoapp.​com for an implementation of these features.
 
16
Cole, T. “Essay on American Scenery,” American Monthly Magazine, 1(1836), 4–5.
 
18
Batra, R., Lenk, P., & Wedel, M. (2010). Brand extension strategy planning: Empirical estimation of brand–category personality fit and atypicality. Journal of Marketing Research, 47(2), 335–347.
 
Metadata
Title
Symbolic Capital
Author
Richard Thomas Watson
Copyright Year
2021
Publisher
Springer Singapore
Book
Capital, Systems, and Objects

Print ISBN: 978-981-15-9417-5

Electronic ISBN: 978-981-15-9418-2

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-981-15-9418-2_13