Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management

Iglesias, Oriol; Ind, Nicholas

doi:10.1057/s41262-020-00205-7

Cited by 78 publications

(90 citation statements)

References 100 publications

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“…Thirdly, consumers and shareholders increasingly expect brands to engage sociopolitically (Swaminathan et al, 2020;Bhagwat et al, 2020;Moorman, 2020;Vredenburg et al, 2020) and to solve social imbalances, by filling the void left by other established institutions (Edelman, 2020). Fourthly, by embracing sociopolitical issues that matter to people, brands can more closely connect with consumers' identity projects (Holt, 2004) and co-create brand meaning (Iglesias and Ind, 2020;Ind and Schmidt, 2019;Price and Coulter, 2019). Should all companies take a sociopolitical stance?…”

Section: Discussionmentioning

confidence: 99%

“…Higher levels of fit or congruency allow consumers to more easily understand the connection between the brand and the secondary source of meaning (Guzm an and Becker-Olsen, 2010); this higher level enables consumers to view these leveraging efforts as more authentic or as true brands with a purpose (Iglesias and Ind, 2020). Nonetheless, it should be noted, how the fit is delivered is also important.…”

Section: The Importance Of Alignment and Authenticitymentioning

confidence: 99%

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Sociopolitical activist brands

Schmidt¹,

Ind²,

Guzmán³

et al. 2021

JPBM

Self Cite

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Purpose This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers. Design/methodology/approach The paper uses focus groups, interviews and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances. Findings Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a stance needs to be rooted in a long-term commitment that aligns with the brand’s strategy and values. Perceived authenticity is key. Research limitations/implications Future studies should aim at broader generalizability and should address various industries. Practical implications Differentiating a brand through a sociopolitical stance requires a strategic approach. Brand managers need to identify which issues they should support, how to engage with them and the risks and opportunities involved. Originality/value While the impact of brands adopting a sociopolitical stance has been discussed in the mainstream media, there has been a lack of empirical evidence to support the arguments. The results of the four studies discussed in the paper provide insights and demonstrate the brand-related opportunities and risks of taking a sociopolitical stance.

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Section: Discussionmentioning

confidence: 99%

Section: The Importance Of Alignment and Authenticitymentioning

confidence: 99%

Sociopolitical activist brands

Schmidt¹,

Ind²,

Guzmán³

et al. 2021

JPBM

Self Cite

View full text Add to dashboard Cite

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“…COVID-19’s advent and its sweeping transformation of the political, social and economic panorama have offered a unique opportunity for scholars in every discipline to examine the “new normal” triggered by the pandemic—it signifies one of the most dramatic disruptions in contemporary marketing archives (Mahmoud, Hack-Polay, et al 2021 ; Mahmoud, Grigoriou, et al 2020 ). That could extend to the many facets of fashion brands management (Iglesias and Ind 2020 ; Wang et al 2021 ), including the brand presence on social media and the potential shift in Instagram users’ attitudes and behavioural patterns in that respect. Therefore, future research should concentrate on the investigation of how consumers’ perceptions of COVID-19 could impact the variables or moderate the relationships reported in this study.…”

Section: Discussionmentioning

confidence: 99%

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

et al. 2021

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Graphic abstract Renewed interest in gender-sensitive studies focussing on fashion brands marketing communications across diverse cultures and generational cohorts of consumers has heightened the need for uniqueness when developing marketing strategies for fashion brands in both domestic and international markets. Following that, we surveyed 1,329 Sub-Saharan African female Instagram users to investigate the mediating role of consumer satisfaction concerning the relationships between perceived usefulness, enjoyment and intentions to follow and recommend brands’ Instagram accounts and their invariance across three generations. We tested hypotheses using the Partial-Least-Squares Structural Equation Modelling and conducted emotion and sentiment analyses. We found that satisfaction fully translates the positivity of usefulness and enjoyments into higher intention to follow and recommend amongst the female Instagram users surveyed. Usefulness effects on satisfaction are more intense amongst Generation X. However, Generation Z developed a stronger intention to follow. Generations Y and Z are more likely to recommend than Generation X based on a positive experience. Satisfaction is a stronger transmitter of usefulness indirect effects onto following intentions amongst Generation X than its descendants who express intention to recommend due to indirect enjoyment effects conveyed via satisfaction. Finally, sentiment and emotion analyses of the users’ comments were reported using a natural language-processing method.

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“…How promising are co-creative instruments of brand management (e.g. brand communities, co-innovation, crowdsourcing, influencer marketing) (Iglesias and Ind 2020;Ind and Schmidt 2019) for underdog brands? Are they more relevant for underdogs compared to top dogs, or less relevant?…”

Section: Implications For Theory and Practicementioning

confidence: 99%

Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands

Schmidt

Steenkamp

2021

J Brand Manag

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An underdog brand is a brand with humble resources that competes with passion and determination against competitors that dominate a market. Numerous anecdotal examples and a few research articles of underdog brands exist, yet the understanding of what an underdog brand is and how brands can use the underdog effect is still limited. Considering the relevance of underdog brand management for practice, the purpose of our article is to distill the components of the concepts “underdog brand” and “the underdog effect” and to propose a conceptual framework to guide underdog brand management. To achieve this goal, we undertook a systematic review of the extant literature that resulted in (1) a clear and demarking definition of the term underdog brand, (2) an analysis of the usefulness of the underdog effect and (3) a reference frame we termed “the underdog brand management framework”. By doing so, we helped to overcome the research gap in the field of underdog brand management. To validate our findings, we tested the framework against a case study of a successful underdog brand. Our analysis resulted in a robust model that could inspire and guide practitioners who are in charge of underdog brands.

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Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management

Cited by 78 publications

References 100 publications

Sociopolitical activist brands

Sociopolitical activist brands

A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands

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