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

Torsten Ringberg; Stine Bjerregaard

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

Torsten Ringberg
, Stine Bjerregaard

Department of Marketing

Research output: Contribution to conference › Paper › Research › peer-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.

Original language	English
Publication date	2012
Number of pages	7
Publication status	Published - 2012
Event	The 41th Annual Conference of the European Marketing Academy. EMAC 2012: Marketing to Citizens: Going beyond Customers and Consumers - ISCTE Business School, Lisbon, Portugal Duration: 22 May 2012 → 25 May 2012 Conference number: 41 http://www.emac2012.org/r/home

Conference

Conference	The 41th Annual Conference of the European Marketing Academy. EMAC 2012
Number	41
Location	ISCTE Business School
Country/Territory	Portugal
City	Lisbon
Period	22/05/2012 → 25/05/2012
Internet address	http://www.emac2012.org/r/home

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Cite this

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title = "Brand Relationships 2.0: A Fundamental Paradox of Proactive Relational Branding and Critical Consumer Culture",

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.",

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note = "The 41th Annual Conference of the European Marketing Academy. EMAC 2012 ; Conference date: 22-05-2012 Through 25-05-2012",

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T2 - The 41th Annual Conference of the European Marketing Academy. EMAC 2012

AU - Ringberg, Torsten

AU - Bjerregaard, Stine

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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

Y2 - 22 May 2012 through 25 May 2012

ER -