Brand Relationships 2.0: A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture

Torsten Ringberg, Stine Bjerregaard

Publikation: KonferencebidragPaperForskningpeer review

Abstrakt

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: Marketing to Citizens: Going beyond Customers and Consumers - 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

Emneord

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

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