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


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.
Original languageEnglish
Publication date2012
Number of pages7
Publication statusPublished - 2012
EventThe 41th EMAC Annual Conference 2012: Marketing to Citizens: Going beyond Customers and Consumers - ISCTE Business School, Lisbon, Portugal
Duration: 22 May 201225 May 2012
Conference number: 41


ConferenceThe 41th EMAC Annual Conference 2012
LocationISCTE Business School
Internet address

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