Samenvatting

QUOTE “Cultural intertextuality might be a key to a successful marketing strategy allowing to humanize the brand and engage with its customers and integrate them.” “Intertextuality is a term that originated from literature, referring to texts and works making allusions or quotations of already existing texts. According to the Collins Dictionary, it creates an interrelationship between texts, being a tool that generates related understanding in different works. (Collins English Dictionary, 2002)” ABSTRACT Cultural Intertextuality in marketing refers to strategy that some companies apply. It evolves around the understanding of a socia-cultural environment from the audiences’ side and applying this knowledge on an advertisment that consciously plays with the perception of the audience. This research aims to understand factors that play a role in how the audience perceives a brand based on such advertisements and how they influence the perception. This research finds that Cultural Intertextuality is a tool that enhances the communication between consumer and brand and that factors such as controversy, humor and the understanding of the intended message play a big role in whether a campaign succeeds or not. The understanding of the context and targeted audience is crucial when using this type of strategy as it not only enables a brand to construct a good relationship with its customers, but may also backfire when the strategy does not fit the values of a product. TABLE OF CONTENT INTRODUCTION. - THEORETICAL BACKGROUND : Literature review ; Intertextuality ; Cultural branding ; Cultural Intertextuality ; Methodology ; Cases ; Data collection ; Data analysis. - INTRODUCTION TO THE CASES : True fruits ; BVG ; Suitsupply. – RESULTS : Results test interviews: factors ; Results interviews. – DISCUSSION : I understand therefore I am ; When life gives you lemons, make a joke about it ; People and culture ; Isn't it ironic? ; Suitsupply gives you wings ; I can explain it to you, but I can't comprehend it for you ; Remember me ; Start with the end in mind. – CONCLUSIONS : Implications ; Takeaways interviews ; Takeaways discussion ; Limitations