Discursive Brand Solidarisation: An Action Net Perspective

Verena E. Stoeckl, Sabrina Gabl, Sylvia von Wallpach, Andrea Hemetsberger

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads that solidarise through setting boundaries to the object of solidarisation, discussing who to solidarise with and how, and linking solidarisation to market mechanisms and grand societal and political discourse. These findings suggest going beyond individual engagement behaviour and add a social level of solidary action to engagement literature. Complementary discourse attempts to nonsolidarise or terminate solidarisation.
OriginalsprogEngelsk
TitelConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
RedaktørerEnrique Bigné
Antal sider7
Udgivelses stedBrussels
ForlagEMAC
Publikationsdato2014
StatusUdgivet - 2014
BegivenhedThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien
Varighed: 3 jun. 20146 jun. 2014
Konferencens nummer: 43
http://www.emac2014.eu/

Konference

KonferenceThe 43rd EMAC Annual Conference 2014
Nummer43
LokationThe University of Valencia
LandSpanien
ByValencia
Periode03/06/201406/06/2014
Internetadresse

Bibliografisk note

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Emneord

  • Brand engagement
  • Action nets theory
  • Discursive solidarisation

Citationsformater

Stoeckl, V. E., Gabl, S., von Wallpach, S., & Hemetsberger, A. (2014). Discursive Brand Solidarisation: An Action Net Perspective. I E. Bigné (red.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions EMAC. http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf