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The uninvited brand

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Author Info

  • Fournier, Susan
  • Avery, Jill
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    Abstract

    Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People's Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Web-based power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns.

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    Bibliographic Info

    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 54 (2011)
    Issue (Month): 3 (May)
    Pages: 193-207

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    Handle: RePEc:eee:bushor:v:54:y:2011:i:3:p:193-207

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    Web page: http://www.elsevier.com/locate/bushor

    Related research

    Keywords: Branding Brand management Social media Web 2.0 Co-creation;

    References

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    1. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 70-90, June.
    2. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    3. Roy, Abhijit & Chattopadhyay, Satya P., 2010. "Stealth marketing as a strategy," Business Horizons, Elsevier, vol. 53(1), pages 69-79, January.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    5. Pitt, Leyland F. & Berthon, Pierre R. & Watson, Richard T. & Zinkhan, George M., 2002. "The Internet and the birth of real consumer power," Business Horizons, Elsevier, vol. 45(4), pages 7-14.
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    Citations

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    Cited by:
    1. Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
    2. Gyrd-Jones, Richard I. & Kornum, Niels, 2013. "Managing the co-created brand: Value and cultural complementarity in online and offline multiā€stakeholder ecosystems," Journal of Business Research, Elsevier, vol. 66(9), pages 1484-1493.
    3. Kevin Kane & Codrin Chiru & Stela Georgiana Ciuchete, 2012. "Exploring the Eco-attitudes and Buying Behaviour of Facebook Users," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 157-171, February.
    4. Sweetin, Vernon H. & Knowles, Lynette L. & Summey, John H. & McQueen, Kand S., 2013. "Willingness-to-punish the corporate brand for corporate social irresponsibility," Journal of Business Research, Elsevier, vol. 66(10), pages 1822-1830.
    5. Driessen, Paul H. & Kok, Robert A.W. & Hillebrand, Bas, 2013. "Mechanisms for stakeholder integration: Bringing virtual stakeholder dialogue into organizations," Journal of Business Research, Elsevier, vol. 66(9), pages 1465-1472.
    6. Fischer, Eileen & Rebecca Reuber, A., 2014. "Online entrepreneurial communication: Mitigating uncertainty and increasing differentiation via Twitter," Journal of Business Venturing, Elsevier, vol. 29(4), pages 565-583.
    7. Asmussen, Bjoern & Harridge-March, Sally & Occhiocupo, Nicoletta & Farquhar, Jillian, 2013. "The multi-layered nature of the internet-based democratization of brand management," Journal of Business Research, Elsevier, vol. 66(9), pages 1473-1483.

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