Discursive Brand Solidarisation: An Action Net Perspective

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

Discursive Brand Solidarisation: An Action Net Perspective

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

Department of Marketing

University of Innsbruck

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Abstract

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.

Original language	English
Title of host publication	Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
Editors	Enrique Bigné
Number of pages	7
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2014
Publication status	Published - 2014
Event	The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 Conference number: 43 http://www.emac2014.eu/

Conference

Conference	The 43rd EMAC Annual Conference 2014
Number	43
Location	The University of Valencia
Country/Territory	Spain
City	Valencia
Period	03/06/2014 → 06/06/2014
Internet address	http://www.emac2014.eu/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdfLicence: Unspecified

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

Stoeckl, Verena E. ; Gabl, Sabrina ; von Wallpach, Sylvia et al. / Discursive Brand Solidarisation : An Action Net Perspective. Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. editor / Enrique Bigné. Brussels : European Marketing Academy. EMAC, 2014. (Proceedings of the European Marketing Academy).

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title = "Discursive Brand Solidarisation: An Action Net Perspective",

abstract = "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.",

keywords = "Brand engagement, Action nets theory, Discursive solidarisation",

author = "Stoeckl, {Verena E.} and Sabrina Gabl and {von Wallpach}, Sylvia and Andrea Hemetsberger",

year = "2014",

language = "English",

series = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy. EMAC",

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booktitle = "Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference",

note = "The 43rd EMAC Annual Conference 2014 ; Conference date: 03-06-2014 Through 06-06-2014",

url = "http://www.emac2014.eu/",

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Stoeckl, VE, Gabl, S, von Wallpach, S & Hemetsberger, A 2014, Discursive Brand Solidarisation: An Action Net Perspective. in E Bigné (ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, The 43rd EMAC Annual Conference 2014, Valencia, Spain, 03/06/2014. <http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf>

Discursive Brand Solidarisation: An Action Net Perspective. / Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia et al.
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. ed. / Enrique Bigné. Brussels: European Marketing Academy. EMAC, 2014. (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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AB - 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.

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