Advertisement

Managing Online Anti-branding Consumer Behaviours: A Multiple Case Study Analysis in the Italian Landscape

  • Mario D’Arco
  • Vittoria Marino
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

This article seeks to contribute to the extant knowledge about branding in the digital era exploring why consumers assume adversely behaviours towards brands and how brand managers react when their brand is attacked. From the multiple case study analysis emerged that not every brand reacts at the same way. Specifically we noted the following four different strategies: (1) ignore; (2) apologize; (3) start a dialogue with trolls and haters; (4) change behaviour. Interestingly, (3) and (4) appeared more effective in mitigating consumers attacks. On the contrary (1) and (2) would be risky in some contexts.

Keywords

Digital branding Brand management Anti-branding activities Consumer empowerment Brand hate 

References

  1. Abrahams, A. S., Fan, W., Wang, G. A., Zhang, Z. J., & Jiao, J. (2015). An integrated text analytic framework for product defect discovery. Production and Operations Management, 24(6), 975–990.CrossRefGoogle Scholar
  2. Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45.CrossRefGoogle Scholar
  3. Bernoff, J., & Li, C. (2008). Harnessing the power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36–42.Google Scholar
  4. Bruce, M., & Solomon, M. R. (2013). Managing for media anarchy: A corporate marketing perspective. Journal of Marketing Theory and Practice, 21(3), 307–318.CrossRefGoogle Scholar
  5. Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory, 9(1), 141–144.CrossRefGoogle Scholar
  6. Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532–550.CrossRefGoogle Scholar
  7. Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25–32.CrossRefGoogle Scholar
  8. Fan, W., & Gordon, M. D. (2014). The power of social media activities. Communications of the ACM, 57(6), 74–81.CrossRefGoogle Scholar
  9. Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193–207.CrossRefGoogle Scholar
  10. Gensler, S., Volckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256.CrossRefGoogle Scholar
  11. Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13–25.CrossRefGoogle Scholar
  12. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobshat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationship. Journal of Service Research, 13(3), 311–330.CrossRefGoogle Scholar
  13. Ind, N., Iglesias, O., & Schultz, M. (2013). Building brands together: Emergence and outcomes of co-creation. California Management Review, 58(3), 5–27.CrossRefGoogle Scholar
  14. Jabareen, J. (2009). Building a conceptual framework: Philosophy, definitions and procedure. International Journal of Qualitative Methods, 8(4), 49–66.CrossRefGoogle Scholar
  15. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22.CrossRefGoogle Scholar
  16. Kim, A. J., & Johnson, K. K. P. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58(1), 98–108.CrossRefGoogle Scholar
  17. Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35–44.CrossRefGoogle Scholar
  18. Krishnamurthy, S., & Kucuk, S. U. (2009). Anti-branding on the internet. Journal of Business Research, 62(11), 1119–1126.CrossRefGoogle Scholar
  19. Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257–269.CrossRefGoogle Scholar
  20. Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344.CrossRefGoogle Scholar
  21. Singh, S., & Sonnenburg, S. (2012). Brand performance in social media. Journal of Interactive Marketing, 26(4), 189–197.CrossRefGoogle Scholar
  22. Yin, R. K. (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage.Google Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.DISA-MISUniversity of SalernoFiscianoItaly

Personalised recommendations