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Brand repulsion: consumers’ boundary work with rejected brands
European Journal of Marketing ( IF 5.181 ) Pub Date : 2021-01-25 , DOI: 10.1108/ejm-02-2019-0164
Laurence Dessart , Bernard Cova

Purpose

This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion and extract implications for the brands that are at the centre of such situations and to delineate future directions for scholars.

Design/methodology/approach

The authors’ study of the “I Hate Apple” group on Facebook is grounded in a six-year long naturalistic enquiry designed to capture the boundary work performed by its members. The authors’ sources include netnographic data, online focus groups, observations and personal online correspondence with members and moderators.

Findings

This study’s findings reveal that certain brands serve the identity work of consumers by allowing them in erecting boundaries based on three major sources of repulsion: anti-fandom, anti-hegemony and anti-marketing. They show that for each type of boundary work, corporate and product brand repulsion seems prevalent.

Research limitations/implications

This research limits itself to considering the types of boundary work related to brand repulsion as regards a single brand: Apple.

Practical implications

The study can help managers identify the types(s) of boundary work related to their brand and it provides practical recommendations for these various sources of brand repulsion. It also helps them distinguish between consumer brand repulsion directed against their product and their corporation.

Originality/value

This study advances knowledge in the field of brand rejection by exploring a specific nuance: brand repulsion. Its close examination of consumer collective practices offers a deeper understanding of the ins and outs of the paradoxical phenomenon of repulsion/attraction for a brand. The cultural lens is used as an original approach to this under-investigated nuance of brand rejection.



中文翻译:

品牌排斥:消费者与被拒绝品牌的界限

目的

本文旨在将品牌排斥作为品牌排斥的一个细微差别进行概念化,突出显示集体品牌排斥情况下的边界工作,并为处于这种情况中心的品牌提取含义,并为学者们勾画出未来的方向。

设计/方法/方法

作者对Facebook上的“我讨厌苹果”小组的研究基于长达六年的自然主义探究,旨在探究其成员所做的边界工作。作者的资料包括民族志数据,在线焦点小组,观察结果以及与成员和主持人的个人在线通信。

发现

这项研究的发现表明,某些品牌通过允许消费者基于三种主要的排斥来源(反同心,反霸权和反营销)建立界限来为消费者的身份工作服务。他们表明,对于每种类型的边界工作,公司和产品品牌的排斥似乎很普遍。

研究局限/意义

这项研究仅限于考虑与单个品牌(Apple)有关的品牌排斥相关的边界工作类型。

实际影响

这项研究可以帮助管理人员确定与其品牌相关的边界工作的类型,并为这些品牌排斥的各种来源提供实用的建议。它还可以帮助他们区分针对其产品和公司的消费者品牌排斥。

创意/价值

这项研究通过探索特定的细微差别:品牌排斥力,提高了品牌拒绝领域的知识。它仔细研究了消费者的集体习惯,从而更深入地了解了品牌排斥/吸引的自相矛盾现象的来龙去脉。文化镜头被用作对品牌拒绝这一未得到充分研究的细微差别的原始方法。

更新日期:2021-01-25
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