کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018178 940332 2009 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Anti-branding on the internet
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Anti-branding on the internet
چکیده انگلیسی

Anti-brand web sites are online spaces that focus negative attention on a specific targeted brand. Although anti-consumption movements on the internet have been gaining in numbers and in strength, research has not fully uncovered the nature of such sites and their impact on brand value and consumer anti-consumption. We present a conceptual framework describing online anti-branding and investigate causal relationships in two empirical studies. Study 1 investigates the brand value's impact on likelihood of the presence of anti-brand sites. Strong brands are more likely to have anti-brand sites. Study 2 is a content analysis of a representative sample of anti-brand sites that assesses the nature of the language used by such sites. Anti-brand sites use three types of language — market, ideological and transactional speech. The study finds that market speech is most prevalent and relates to brand value.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 62, Issue 11, November 2009, Pages 1119–1126
نویسندگان
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