Brand Relationships 2.0

A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture

Torsten Ringberg, Stine Bjerregaard

Publikation: KonferencebidragPaperForskningpeer review

Resumé

Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well as between consumers and a consumer culture increasingly marked by reluctance and scepticism towards the marketplace and its commercial actors. The study empirically explores consumer experiences related to the interactive Nike+ concept launched by Nike for the tracking of running exercise. The study shows that consumers remain critical toward the Nike+ initiative as an emotional partner as well as a social interaction builder. This consumer resistance endures in spite of Nike fulfills the criteria for relationship building set forth in the literature.
OriginalsprogEngelsk
Publikationsdato2012
Antal sider7
StatusUdgivet - 2012
BegivenhedThe 41th EMAC Annual Conference 2012 - ISCTE Business School, Lisbon, Portugal
Varighed: 22 maj 201225 maj 2012
Konferencens nummer: 41
http://www.emac2012.org/r/home

Konference

KonferenceThe 41th EMAC Annual Conference 2012
Nummer41
LokationISCTE Business School
LandPortugal
ByLisbon
Periode22/05/201225/05/2012
Internetadresse

Bibliografisk note

CBS Bibliotek har ikke adgang til materialet

Emneord

  • Relationship marketing
  • Tribal marketing
  • Paradox
  • Critical consumer culture
  • Social interaction
  • Conflicted consumption

Citer dette

Ringberg, T., & Bjerregaard, S. (2012). Brand Relationships 2.0: A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture. Afhandling præsenteret på The 41th EMAC Annual Conference 2012, Lisbon, Portugal.
Ringberg, Torsten ; Bjerregaard, Stine. / Brand Relationships 2.0 : A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture. Afhandling præsenteret på The 41th EMAC Annual Conference 2012, Lisbon, Portugal.7 s.
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Ringberg, T & Bjerregaard, S 2012, 'Brand Relationships 2.0: A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture' Paper fremlagt ved The 41th EMAC Annual Conference 2012, Lisbon, Portugal, 22/05/2012 - 25/05/2012, .

Brand Relationships 2.0 : A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture. / Ringberg, Torsten; Bjerregaard, Stine.

2012. Afhandling præsenteret på The 41th EMAC Annual Conference 2012, Lisbon, Portugal.

Publikation: KonferencebidragPaperForskningpeer review

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T1 - Brand Relationships 2.0

T2 - A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture

AU - Ringberg, Torsten

AU - Bjerregaard, Stine

N1 - CBS Library does not have access to the material

PY - 2012

Y1 - 2012

N2 - Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well as between consumers and a consumer culture increasingly marked by reluctance and scepticism towards the marketplace and its commercial actors. The study empirically explores consumer experiences related to the interactive Nike+ concept launched by Nike for the tracking of running exercise. The study shows that consumers remain critical toward the Nike+ initiative as an emotional partner as well as a social interaction builder. This consumer resistance endures in spite of Nike fulfills the criteria for relationship building set forth in the literature.

AB - Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well as between consumers and a consumer culture increasingly marked by reluctance and scepticism towards the marketplace and its commercial actors. The study empirically explores consumer experiences related to the interactive Nike+ concept launched by Nike for the tracking of running exercise. The study shows that consumers remain critical toward the Nike+ initiative as an emotional partner as well as a social interaction builder. This consumer resistance endures in spite of Nike fulfills the criteria for relationship building set forth in the literature.

KW - Relationship marketing

KW - Tribal marketing

KW - Paradox

KW - Critical consumer culture

KW - Social interaction

KW - Conflicted consumption

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Ringberg T, Bjerregaard S. Brand Relationships 2.0: A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture. 2012. Afhandling præsenteret på The 41th EMAC Annual Conference 2012, Lisbon, Portugal.