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

Torsten Ringberg, Stine Bjerregaard

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

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.
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.

Conference

ConferenceThe 41th EMAC Annual Conference 2012
Number41
LocationISCTE Business School
CountryPortugal
CityLisbon
Period22/05/201225/05/2012
Internet address

Bibliographical note

CBS Library does not have access to the material

Keywords

    Cite this

    Ringberg, T., & Bjerregaard, S. (2012). Brand Relationships 2.0: A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture. Paper presented at 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. Paper presented at The 41th EMAC Annual Conference 2012, Lisbon, Portugal.7 p.
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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 presented at, 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. Paper presented at The 41th EMAC Annual Conference 2012, Lisbon, Portugal.

    Research output: Contribution to conferencePaperResearchpeer-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

    M3 - Paper

    ER -

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