Discursive Brand Solidarisation

An Action Net Perspective

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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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 languageEnglish
Title of host publicationConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
EditorsEnrique Bigné
Number of pages7
Place of PublicationBrussels
PublisherEMAC
Publication date2014
Publication statusPublished - 2014
EventThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
Conference number: 43
http://www.emac2014.eu/

Conference

ConferenceThe 43rd EMAC Annual Conference 2014
Number43
LocationThe University of Valencia
CountrySpain
CityValencia
Period03/06/201406/06/2014
Internet address

Bibliographical note

CBS Library does not have access to the material

Cite this

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 Brussels: EMAC.
Stoeckl, Verena E. ; Gabl, Sabrina ; von Wallpach, Sylvia ; Hemetsberger, Andrea. / Discursive Brand Solidarisation : An Action Net Perspective. Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. editor / Enrique Bigné. Brussels : EMAC, 2014.
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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. EMAC, Brussels, Valencia, Spain, 03/06/2014.

Discursive Brand Solidarisation : An Action Net Perspective. / Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia; Hemetsberger, Andrea.

Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. ed. / Enrique Bigné. Brussels : EMAC, 2014.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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PY - 2014

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N2 - 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.

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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Stoeckl VE, Gabl S, von Wallpach S, Hemetsberger A. Discursive Brand Solidarisation: An Action Net Perspective. In Bigné E, editor, Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. Brussels: EMAC. 2014