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.
|Number of pages||7|
|Publication status||Published - 2012|
|Event||The 41th EMAC Annual Conference 2012 - ISCTE Business School, Lisbon, Portugal|
Duration: 22 May 2012 → 25 May 2012
Conference number: 41
|Conference||The 41th EMAC Annual Conference 2012|
|Location||ISCTE Business School|
|Period||22/05/2012 → 25/05/2012|
Bibliographical noteCBS Library does not have access to the material
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.