Special Session Gazing into the Shadows: Contemplating the Research Agenda for the Dark Side of Brands and Branding

Abstract

SESSION ABSTRACTBranding is one of the essential pillars of marketing, but not everything that brands represent is positive. Indeed, a considerable amount of brand-related activities takes place in the shadowy periphery of society. The purpose of this special session is to explore these darker sides of brands and branding, and to spotlight a future research agenda related to two distinct yet interrelated trendsbrands embracing the shadows and the shadows embracing branding. Brand researchers and managers recognize brands as complex, multi-faceted entities that possess 'good ' and 'ugly' qualities (Fitzsimons 2015)