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Book part
Publication date: 28 November 2016

Sabrina Gabl, Verena E. Wieser and Andrea Hemetsberger

We stress the public demand for accountability of global brands and the rise in normative public brand evaluations in online networks. To gain an empirical and theoretical…

Abstract

Purpose

We stress the public demand for accountability of global brands and the rise in normative public brand evaluations in online networks. To gain an empirical and theoretical understanding of these phenomena, we introduce the notion of public brand auditing, which refers to public agents collectively contrasting brands against a multiplicity of shared understandings of what is worthy and good.

Methodology/approach

Convention theory serves as a theoretical lens to conceptualize public brand auditing, since it provides a normative framework of orders of worth based on which the appropriateness of actions are judged. Empirically, we conduct a netnographic study and illustrate public auditing strategies with online discussions about Google on the Slashdot platform.

Findings

We find that public brand auditing comprises two major auditing strategies: drawing leeways of acceptable brand conduct and allocating responsibilities.

Research implications

Approaching public forms of normative brand judgments from a convention theory perspective allows researchers to better understand how the public holds brands accountable and evaluates brand conduct against higher-order principles.

Practical implications

The concept of public brand auditing helps managers to understand and approach the normative basis of both positive and negative brand judgments.

Social implications

We urge brands to monitor public demand for accountability and emphasize the importance of the civic, market, and industrial orders of worth in guiding brand conduct.

Originality/value

This paper offers a conceptualization of and a framework for investigating public brand auditing phenomena.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78635-495-2

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Book part
Publication date: 2 September 2019

Verena E. Wieser, Andrea Hemetsberger and Marius K. Luedicke

Whenever the news media feature brand-related moral struggles over issues such as ethicality, fairness, or sustainability, brands often find themselves in the position of…

Abstract

Whenever the news media feature brand-related moral struggles over issues such as ethicality, fairness, or sustainability, brands often find themselves in the position of the culprit. However, brands may also take the opposite position, that of a moral entrepreneur who proactively raises and addresses moral issues that matter to society. In this chapter, the authors present a case study of the Austrian shoe manufacturer Waldviertler, which staged a protest campaign against Austria’s financial market authorities in the wake of the authorities demanding that the company closes its alternative (and illegal) consumer investment model after 10 years of operation. In response to this demand, the company organized protest marches, online petitions, and press conferences to reclaim the moral high ground for its financing model as a way out of the crunch following the global credit crisis and as a way to fight unfair administrative burdens. The authors present an interpretive analysis of brand communication material and media coverage that reveals how this brand used protest rhetoric on three levels – logos, ethos, and pathos – to reverse moral standards, to embody a rebel ethos, and to cultivate moral indignation. The authors also show how the media responded to protest rhetoric both with thematic coverage of context, trends, and general evidence, and with episodic coverage focusing on dramatic actions and the company owner’s charisma. The authors close with a discussion of how protestainment, the stylization of a leader figure, and marketplace sentiments can ensure sustained media coverage of moral struggles.

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Book part
Publication date: 28 November 2016

Abstract

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78635-495-2

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Book part
Publication date: 2 September 2019

Abstract

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The Contested Moralities of Markets
Type: Book
ISBN: 978-1-78769-120-9

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Article
Publication date: 2 September 2014

Dilip S. Mutum

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Qualitative Market Research: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 11 September 2007

Temi Abimbola and Christine Vallaster

This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within…

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9928

Abstract

Purpose

This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within the context of the challenges that the global knowledge‐based business environment poses to organisations of differing sizes.

Design/methodology/approach

The authors' approach is discursive. The argument is supported by findings from published studies and empirical reality. The authors analyse and distill our thoughts (and the empirical findings) in a way that is relevant to the activities of entrepreneurs and SMEs.

Findings

Organisations are better able to create strong firm by integrating branding, reputation building, relevant and appropriate organisational identity beyond their visual façade. They need to be more proactive, and also have to express and embed their brand value propositions within their identity and reputation in their dealings with customers. The authors surmises that researching about (and evaluations of) brand, reputation and organisation identity need to play more active roles in offering novel ways of conceptualising and documenting the realities of the contemporary (global) business environment in which firms operates.

Originality/value

The study offers new horizons on brand, organization identity and reputation as they relate to economic reality. The authors unequivocal articulation is that these concepts are critical factors in the success of enterprises and small businesses in competitive markets.

Details

Qualitative Market Research: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 1352-2752

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Abstract

Details

International Marketing Review, vol. 23 no. 4
Type: Research Article
ISSN: 0265-1335

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Book part
Publication date: 2 September 2019

Philip Balsiger and Simone Schiller-Merkens

Moral struggles in and around markets abound in contemporary societies where markets have become the dominant form of economic coordination. Reviewing research on morality…

Abstract

Moral struggles in and around markets abound in contemporary societies where markets have become the dominant form of economic coordination. Reviewing research on morality and markets across disciplinary boundaries, this introductory essay suggests that a moral turn can currently be observed in scholarship, and draws a direct connection to recent developments in the sociology of morality. The authors introduce the chapters in the present volume “The Contested Moralities of Markets.” In doing so, the authors distinguish three types of moral struggles in and around markets: struggles around morally contested markets where the exchange of certain goods on markets is contested; struggles within organizations that are related to an organization’s embeddedness in complex institutional environments with competing logics and orders of worth; and moral struggles in markets where moral justifications are mobilized by a variety of field members who act as moral entrepreneurs in their striving for moralizing the economy. Finally, the authors highlight three properties of moral struggles in contemporary markets: They (1) arise over different objects, (2) constitute political struggles, and (3) are related to two broader social processes: market moralization and market expansion. The introduction concludes by discussing some of the theoretical approaches that allow particular insights into struggles over morality in markets. Collectively, the contributions in this volume advance our current understanding of the contested moralities of markets by highlighting the sources, processes, and outcomes of moral struggles in and around markets, both through tracing the creation, reproduction, and change of underlying moral orders and through reflecting the status and power differentials, alliances, and political strategies as well as the general cultural, social, and political contexts in which the struggles unfold.

Details

The Contested Moralities of Markets
Type: Book
ISBN: 978-1-78769-120-9

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Article
Publication date: 15 January 2019

Andrea Lucarelli

The paper aims to offer an approach that allows an analysis and construction of a typology of virtual city brand co-creation practices.

Abstract

Purpose

The paper aims to offer an approach that allows an analysis and construction of a typology of virtual city brand co-creation practices.

Design/methodology/approach

The approach is illustrated by using data collected in regard to the branding of Stockholm; it is based on visual representations expressing the process in which brand co-creation unfolds in a network of different affective modalities.

Findings

Virtual representations emerge as expressive trans-locations that obtain communicative qualities in which practices are included and also in which practices are constituted. Practices represent how experiencing is carried out by different stakeholders’ relationships and emotional interactions. They are labeled as contributing, using, esteeming and opposing. These practices constitute analytical abstraction that represent different power plays between the visual and material content of the images, the technologies of production and the display and performance of the virtual.

Research limitations/implications

The focus on practices suggests a way to perform a critical analysis that could be used to research the performative process of co-creating brands in a way that the practices offer signals that can be used to grasp the dynamism of the process. Further, it suggests that the analysis of the practices in the virtual realm has the potential to unfold the material, nonlinear dynamic of communication that resides beyond forms of meaning and cognition.

Practical implications

The offered approach posits an alternative view of co-creation in which the process is uncontrollable by any stakeholders involved; the process might therefore not have a start and end or it could start everywhere in the internet and can transform at any point in space-time.

Originality/value

It contributes to the research on performative place branding by problematizing the issue of agency. It does so by displaying the way in which the process of virtual city brand co-creation could be analyzed based on practices involving the co-construction of visualization and materialization. Analytically, by dealing with virtual representations where practices of brand co-creation unfold, such an approach also helps to unpack the consequences of those practices and can highlight the technologies that are used and the specific qualities of the visual objects enacted.

Details

Journal of Place Management and Development, vol. 12 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

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