«of the AM’s Brand, Corporate Identity and Reputation SIG INSTRUCTIONS FOR THE SESSIONS Sessions chairs The main function of a session chair is to ...»
Practical implications Our findings allow managers to be aware of the major factors that may significantly contribute to the negative relationships that consumers have towards brands. Thereby, it helps help marketing practitioners to take more efficient decisions and avoid strategies that increment negative relationships.
Limitations The identified categories were not analysed in depth during this study and they might have commonalities that need to be considered on a later investigation. Furthermore, other relevant themes regarding sustainability issues must be included in order to explore all consumer perspectives. Besides that, it is suggested that future research should focus on testing other consumers’ perspectives through qualitative and quantitative analyses to provide additional knowledge to the ongoing topic.
References Aaker, J. L. 1997. Dimensions of brand personality. Journal of Marketing Research, 34 (3), pp.347-356 Ahuvia, A. C. 1993. I love it! Towards a unifying theory of love across diverse love objects, Unpublished doctoral dissertation, Northwestern University, Evanston, Illinois.
Ahuvia, A. C. 2005. Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives. Journal of Consumer Research, 32, pp.171-184 Arnould, E. J. & Thompson, C. J. 2005. Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31 (4), pp.868-882.
Banister, E. N. & Hogg, M. K. 2004. Negative symbolic consumption and consumers' drive for self-esteem. European Journal of Marketing, 38 (7), pp.850-68.
Bartholomew, K. & Horowitz, L. M. 1991. Attachment styles among young adults: A test of a fourcategory model. Journal of Personality and Social Psychology, 61, pp.226-244 Batra, R., Ahuvia, A., Bagozzi, R. P., & Love, B. 2012. Brand Love. Journal of Marketing, 76 (March), pp.1–16.
Berry, L. L., & Seiders, K. 2008. Serving unfair customers. Business Horizons, 51 (1), pp.29Boyatzis, R. E. 1998. Transforming qualitative information: Thematic analysis and code development, Sage, Thousand Oaks Chaplin, L. N., & John, D. R. 2005. The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32 (1), pp.119-129.
Carroll, B., & Ahuvia, A. 2006. Some antecedents and outcomes of brand love Market Lett, 17, pp.79–89.
Cherrier, H. 2009. Anti-consumption discourses and consumer-resistant identities. Journal of Business Research, 62 (2), pp.181–190.
Christofi, M., & Kaufmann, H. R. 2011. Towards the development of a CRM success index, Proceedings of 4th Annual EuroMed Conference of the EuroMed Academy of Business Business Research: Business Research Challenges in a Turbulent Era, 2011, October, Crete, pp.400-428.
Clarke, D. M. 1986. A Cognitive Approach to Panic. Behaviour Research and Therapy, 24 (4), pp.461-470.
Cook, D. 1997. Systematic reviews: the case for rigorous methods and rigorous reporting.
Canadian Journal of Anaesthesia, 44 (4), pp.350-353.
Dursun, I. & Kabadayi, T. E. 2013. Resistance to persuasion in an anti- consumption context:
Biased assimilation of positive product information. Journal of Consumer Behaviour (Special Issue: Challenges to Attitude and Behaviour Change Through Persuasion), 12 (2), pp. 93–101 (SSCI).
Elsbach, K. D., & Bhattacharya, C. B. 2001. Defining who you are by what you're not:
Organizational disidentification and the national rifle association. Organization Science, 12 (4), pp.393–413 Englis, B. G., & Soloman, M. R. 1997. I Am Not, Therefore I Am: The Role of Avoidance Products in Shaping Consumer Behavior, in NA - Advances in Consumer Research, 24, eds.
Merrie Brucks and Deborah J. MacInnis, Provo, UT : Association for Consumer Research, pp.61-63.
Erdem, T., Swait J. & Valenzuela, A. 2006. Brands as Signals: A Cross-Country Validation Study. Journal of Marketing, 70, pp.34–49.
Escalas, J. E. & Bettman, J. R. 2003. You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13 (3), pp.339– 48.
Ewing, M. T., Wagstaff, P. E., & Powell, I. H. 2013. Brand rivalry and community conflict.
Journal of Business Research, 66 (1), pp.4–12.
Fisk, R., Grove, S., Harris, L. C., Keeffe, D. A., Reynolds, K. L. D., Russell-Bennett, R., et al. 2010. Customers behaving badly: A state of the art review, research agenda and implications for practitioners. Journal of Services Marketing, 24 (6), pp.417–429.
Fournier, S. 1998. Consumers and theirs Brands: developing relationships theory in consumer research. Journal of consumer research, 24, pp.343-373.
Fournier, S., & Alvarez, C. 2013. Relating badly to brands. Journal of Consumer Psychology, 23 (2), pp.253–264.
Funches, V., Markely, M., & Davis, L..2009. Reprisal, retribution and requital: Investigating customer retaliation. Journal of Business Research, 62, pp.231‐238.
Giesler, M. 2012. How doppelgänger brand images influence the market creation process:
Longitudinal insights from the rise of botox cosmetic. Journal of Marketing, 76 (6), pp.55– 68.
Grégoire, Y., Tripp, T. M., & Legoux, R. 2009. When customer love turns into lasting hate:
The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73 (6), pp.18–32.
Hempel, J., 2012. Oppositional Brand Avoidance – A new theoretical approach. University of Kassel Faculty - International Business Administration (Doctoral Dissertation proposal).
Hogg, M. K. 1998. Anti-constellations: Exploring the impact of negation on consumption.
Journal of Marketing Management, 14 (April), pp.133-58.
Iyer, R., & Muncy, J. A. (2009), Purpose and object of anti-consumption, Journal of Business Research, 62 (2), pp.160–168.
Johnson, A. R., Matear, M., & Thomson, M. 2011. A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38 (1), pp.108–125.
Keller. K. L. 2003. Building, Measuring, and Managing Brand Equity, 2nd ed. NJ: Prentice Hall.
Khan, M. A. and Bozzo, C. 2012. Pre-purchase determinants of brand avoidance, IBA International Conference on Marketing: Contemporary marketing trends, 5-6 May 2012 Klein, J. G., Smith, N. C., & John A. 2004. Why we boycott: Consumer motivations for boycott participation. Journal of Marketing 68 (3), pp.92-109.
Kozinets, R. V. and Handelman, J. 1998. Ensouling consumption: A netnography of the meaning of boycotting behaviour. Advances in Consumer Research, 25, pp.475-80.
Krishnamurthy, S., & Kucuk, S. U. 2009. Anti-branding on the internet. Journal of Business Research, 62 (11), pp.1119–1126.
Lee, M. S. 2007. Brands we love to hate: An Exploration of Brand Avoidance. Doctoral Dissertation, The University of Auckland.
Lee, M. S. W., Fernandez, K. V., & Hyman, M. R. 2009. Anti-consumption: An overview and research agenda. Journal of Business Research, 62 (2), pp.145–147.
Lee, M. S. W., Motion, J., & Conroy, D. 2009. Anti-consumption and brand avoidance.
Journal of Business Research, 62 (2), pp.169–180.
Loureiro, S.M.C. 2012. Consumer-brand relationship: foundation and state of art, In H. R.
Kaufmann & M. F. Ali K. Panni (eds), Customer- Centric Marketing Strategies: Tools for Building Organizational Performance, chapter 20 (pp.413-434). IGI Global: Hershey, Pennsylvania, USA.
Loureiro, S.M.C., Pires, A. R. & Cayolla, R. 2014. Consumption, Anti-Consumption and Consumption Communities: The Football Clubs and its Fans, In Hans-Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni (eds.). Handbook of Research on Consumerism in
Business and Marketing: Concepts and Practices, chapter 23 (pp.509-535) IGI Global:
Hershey, Pennsylvania, USA. Chapter Luedicke, M. K., Thompson, C. J., & Giesler, M. 2009. Consumer identity work as moral protagonism: How myth and ideology animate a brand mediated moral conflict. Journal of Consumer Research, 36(6), pp.1016–1032.
McAlexander, J., Schouten, J., & Koenig, H. 2002. Building brand community. Journal of Marketing, 66 (1), pp.38-54.
McGinnis, L. P., & Gentry, J. W. 2009. Underdog consumption: An exploration into meanings and motives. Journal of Business Research, 62 (2), pp.191–199.
Mingione, M. 2014. Current issues and future challenges of corporate brand and identity alignment: A systematic review. Proceedings of 8th Global Brand Conference of the Academy of Marketing: Brand, Corporate Identity and Reputation and Sustainability.
Morgan, R. M. e Hunt, S. D. 1994. The Commitment-Trust Theory of Relationship. Journal of Marketing, 58, pp.20-38.
Muniz, A. M., & O'Guinn, T. C. 2001. Brand community. Journal of Consumer Research, 27 (4), pp.412-432.
Ogilvie, D. M. 1987. The Undesired Self: A Neglected Variable in Personality Research.
Journal of Personality and Social Psychology, 52 (2), pp.379–385.
Oliver, R. L. 1980. A cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17 (4), pp. 460-469.
Park, C. W., Eisingerich, A. B., & Park, J. W. 2013. Attachment–aversion (AA) model of customer–brand relationships. Journal of Consumer Psychology, 23 (2), pp.229–248.
Rindfleisch, A., Burroughs, J. E., and Wong, N. Y., 2009. The Safety of Objects:
Materialism, Existential Insecurity, and Brand Connection. Journal of Consumer Research, 36, pp.1-16
Romani, S., Grappi, S., & Dalli, D. 2012. Emotions that drive consumers away from brands:
Measuring negative emotions toward brands and their behavioural effects. International Journal of Research in Marketing, 29 (1), pp.55–67.
Roseman, I. J., Spindel, M. S., & Jose, E E. 1990. Appraisal of emotion-eliciting events:
Testing a theory of discrete emotions. Journal of Personality and Social Psychology, 59, pp.899-915.
Roszak, T. 1968. The Making of a Counter Culture: Reflections on the Technocratic Society and Its Youthful Opposition. Doubleday, New York.
Schembri, S., Merrilees, B., and Kristiansen, S. 2010. Brand Consumption and Narrative of the Self. Psychology & Marketing, 27 (6) pp.623–638 Schmitt, B. 2012. The consumer psychology of brands. Journal of Consumer Psychology, 22 (1), pp.7–17.
Shyue, M., Lee, W., & Zealand, N. 2001. Brand Avoidance : A Negative Promises Perspective, Advances in Consumer Research, 36, pp. 421–429.
Sirgy, Joseph M. 1982. Self-concept in consumer behaviour: A critical review. Journal of Consumer Research, 9 (December), pp.287-300.
Swaminathan, V., Karen L. Page, K. L., and Gurchan-Canli, Z. 2007. My Brand or Our Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations. Journal of Consumer Research, 34, pp.248-259 Veloutsou, C. and Moutinho, L. 2009. Brand relationships through brand reputation and brand tribalism. Journal of Business Research 62, pp.314–322.
Thomas, J. and Harden, A. 2008. Methods for the thematic synthesis of qualitative research in systematic reviews. BMC Medical Research Methodology, 8 (45).
Thompson, C. J., Rindfleisch, A., & Arsel, Z. 2006. Emotional branding and the strategic value of the doppelgänger brand image. Journal of Marketing, 70 (1), pp.50–64.
Tian, K. T., Bearden, W. O., & Hunter, G. L. 2001. Consumers’ Need for Uniqueness : Scale Development and Validation. Journal of Consumer Research, 28 (June), pp. 50–67.
Tranfield, D., Denyer. D. and Smart, P. 2003. Towards a methodology for developing evidence informed management knowledge by means of systematic analysis. British Journal of Management 14 (3), pp. 207-222 White, K., & Dahl, D. W. 2006. To be or Not be? The influence of dissociative reference groups on consumer preferences. Journal of Consumer Psychology, 16 (4), pp. 404-414.
Wood, L. 2000. Brands and brand equity: definition and management. Management Decision, 38 (9), pp. 662-669 Zavestoski, S. 2002. The social-psychological bases of anti-consumption attitudes.
Psychology and Marketing, 19 (2), pp.149Creative brand and design – Exploring brand co-creation in the context of festivals Luonila, Mervi Suomi, Kati The purpose of the research In this study, we build on academic literature on brand co-creation, the purpose of the study being to examine brand co-creation in the context of networked festival productions.
Connecting the study to the significance of shared information with audiences and stakeholders, the study sets the following research questions: 1) how brand co-creation is denoted among festival managers? 2) how the role of stakeholders impact on brand cocreation in designing festival experience?
The context of festivals is suitable for multidisciplinary theoretical development on academic discourse on brand building and arts management. This allows a fruitful ground given the festivals’ multifaceted and paradoxical nature, where at the same time exists the need to create and need to survive (Collin-Lachaud & Duyck, 2002). Firstly, we argue, that it is important to understand this discourse at practical level because it is crucial to the creation, stability and long-term survival of festivals. Secondly, theoretically, the festivals as research context, provide an opportunity to deepen understanding of the meaning of experience and co-creation within academic literature on brand co-creation. As Mossberg and Getz (2006,
314) argue: “festival context is theoretically different from branding applied to companies with products and services to sell to consumers, although the consumer approach is still relevant. The main issue is about how organizations can use branding strategically, with many stakeholders involved, for long-term sustainability”. Bearing this in mind, applying the theoretical background from the literature on festival management and brand co-creation, in this study we contribute to the understanding of co-creation, brands’ and a festivals’ interface. Thus, in this study we approach branding from corporate branding perspective rather than from focusing on a single product or service brand only (e.g. Roper & Fill, 2012).