Widen your research with these suggested journal articles. Links to SAGE articles have been provided freely.

1. Ahuvia, Aaron and Elif Izberk-Bilgin (2011), “Limits of the McDonaldization Thesis: eBayization and Ascendant Trends in Post-Industrial Consumer Culture,” Consumption Markets & Culture, 14(4), 361–384.

McDonaldization has become a known phenomenon across the globe – the brand’s predictability and efficiency provides a functioning model for modern capitalism. The authors introduce an opposing model in this article by arguing that eBayization provides risk and unpredictability in opposing effect to the McDonalds business model. They also discuss how the two business models differ.

2. Kates, Steven M. and Charlene Goh (2003), “Brand Morphing: Implications for Advertising Theory and Practice,” Journal of Advertising, 32(1), 59–68.

Brand morphing, simply put, is how brand meaning changes depending on who the consumer is and how advertisers attempt to portray the brand differently to each of these different consumer groups. The article uses data from a study on ad practitioner behavior to explore how brand morphing comes about and also how it positively impacts advertising practice today.