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


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
PublisherEuropean Marketing Academy. EMAC
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


ConferenceThe 43rd EMAC Annual Conference 2014
LocationThe University of Valencia
Internet address
SeriesProceedings of the European Marketing Academy

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