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The multi-layered nature of the internet-based democratization of brand management

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  • Asmussen, Bjoern
  • Harridge-March, Sally
  • Occhiocupo, Nicoletta
  • Farquhar, Jillian

Abstract

The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1473-1483
    DOI: 10.1016/j.jbusres.2012.09.010
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    9. Thaichon, Paramaporn & Lobo, Antonio & Prentice, Catherine & Quach, Thu Nguyen, 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1047-1058.
    10. Ahsen, Anette von & Gauch, Kevin, 2024. "Opportunities and Challenges of Purpose-Led Companies: An Empirical Study Through Expert Interviews," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 149875, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
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    13. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "When luxury democratizes: Exploring the effects of luxury democratization, hedonic value and instrumental self-presentation on traditional luxury consumers’ behavioral intentions," Journal of Business Research, Elsevier, vol. 155(PB).
    14. Wider, Serena & von Wallpach, Sylvia & Mühlbacher, Hans, 2018. "Brand management: Unveiling the delusion of control," European Management Journal, Elsevier, vol. 36(3), pages 301-305.
    15. José Daniel Barquero Cabrero & Bárbara Castillo-Abdul & Juan Andrés Talamás-Carvajal & Luis M. Romero-Rodríguez, 2023. "Owned media, influencer marketing, and unofficial brand ambassadors: differences between narratives, types of prescribers, and effects on interactions on Instagram," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    16. Anette Ahsen & Kevin Gauch, 2022. "Opportunities and Challenges of Purpose-Led Companies: An Empirical Study Through Expert Interviews," Corporate Reputation Review, Palgrave Macmillan, vol. 25(3), pages 198-211, August.

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