6533b856fe1ef96bd12b2527
RESEARCH PRODUCT
When brands get branded
Frank HuberFrederik MeyerJohannes Vogelsubject
MarketingBrand managementCorporate brandingBrand extensionbusiness.industryBrand awarenessAdvertisingCrisis managementBusinessBrand equityMarketingdescription
Recent perspectives on branding have claimed that consumers establish relationships with brands (Fournier, 1998). According to this view, one has also to consider that — similar to human relationships — transgressions may occur in such a relationship. Brand misconduct describes a brand's behaviour that consumers do not agree with, e.g. Coca-Cola's introduction of the so-called New Coke in the eighties. After an introduction and definition different forms of misconduct are distinguished. The possible consequences, how the company can react to brand misconduct and, ultimately, the implications for branding theory development are examined.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2009-03-01 | Marketing Theory |