Exploring the Legality of Consumer Anti-branding Activities in the Digital Age
The importance of “brand dilution” is changing with the rise in internet-mediated consumer power and increasing consumer involvement in the brand identity and message creation processes. In light of recent legal rulings, this study re-conceptualizes brand dilution as a matter of counter-posed brand...
| Главный автор: | |
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| Формат: | Электронный ресурс Статья |
| Язык: | Английский |
| Проверить наличие: | HBZ Gateway |
| Journals Online & Print: | Загрузка...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Опубликовано: |
Springer Science + Business Media B. V
2016
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| В: |
Journal of business ethics
Год: 2016, Том: 139, Выпуск: 1, Страницы: 77-93 |
| Другие ключевые слова: | B
Brand ownership and consumer rights
B Brand dilution B Digital branding B Anti-branding |
| Online-ссылка: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
| Итог: | The importance of “brand dilution” is changing with the rise in internet-mediated consumer power and increasing consumer involvement in the brand identity and message creation processes. In light of recent legal rulings, this study re-conceptualizes brand dilution as a matter of counter-posed brand meanings and associations in digital markets. Anti-branding dilution cases from both a blurring and a tarnishment dilution basis are examined through consumer interviews. The results show that consumer anti-branding has less potential for brand dilution, and more potential for brand identity collusion. By addressing both legal and marketing views of the meaning systems associated with the dilution versus collusion perspectives, this study provides an approach for understanding anti-branding dilution discussions and a way to develop better functioning branding exchange systems for digital markets. Consequently, possible changes in future branding ownership issues for digital markets are envisioned. |
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| ISSN: | 1573-0697 |
| Второстепенные работы: | Enthalten in: Journal of business ethics
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| Persistent identifiers: | DOI: 10.1007/s10551-015-2585-5 |