The rejection of brand hegemony
Purveyors of strong brands can, through a number of the means intended to bolster their brand image, alienate and frustrate their consumers to the point of creating a broad-based reaction -- the rejection of brand hegemony. The literature describes a number of motivations for anti-consumption behavior. This paper explores the rejection of brand hegemony as a motivation for, and an expression of, anti-consumption, through a phenomenological study of the open source software (OSS) community. The study explores whether, and to what extent, the OSS community actively rejects software's dominant brand, Microsoft, and what motivations may be at work in the creation and expression of that rejection. Findings elucidate the necessary conditions for the rejection of brand hegemony to occur, revealing valuable lessons for vendors. These conditions comprise environment, positive motivation and negative motivation factors. The first two conditions are relatively constant, regardless of vendor's actions, while the last is largely of the vendor's creation. The managerial and theory-building implications of the study indicate that purveyors of strong brands may inadvertently create their own anti-consumption nemesis.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Zeitlyn, David, 2003. "Gift economies in the development of open source software: anthropological reflections," Research Policy, Elsevier, vol. 32(7), pages 1287-1291, July.
- Schouten, John W & McAlexander, James H, 1995. " Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Oxford University Press, vol. 22(1), pages 43-61, June.
- Kozinets, Robert V, 2002. " Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man," Journal of Consumer Research, Oxford University Press, vol. 29(1), pages 20-38, June.
- Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Oxford University Press, vol. 29(1), pages 70-90, June.
- Spiggle, Susan, 1994. " Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 21(3), pages 491-503, December.
- Hertel, Guido & Niedner, Sven & Herrmann, Stefanie, 2003. "Motivation of software developers in Open Source projects: an Internet-based survey of contributors to the Linux kernel," Research Policy, Elsevier, vol. 32(7), pages 1159-1177, July.
- Holt, Douglas B, 1995. " How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, Oxford University Press, vol. 22(1), pages 1-16, June.
- Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 412-32, March.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:218-230. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If references are entirely missing, you can add them using this form.