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 |
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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 |
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Number | 43 |
Location | The University of Valencia |
Country/Territory | Spain |
City | Valencia |
Period | 03/06/2014 → 06/06/2014 |
Internet address |
Series | Proceedings of the European Marketing Academy |
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ISSN | 2709-1589 |