This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and…
This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.
The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.
The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.
The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.
In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.
Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and…
Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved.
Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand.
Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands.
To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.
Because our emotions are crucial determinants of how well we function in our personal and professional lives, researchers from different perspectives have sought to…
Because our emotions are crucial determinants of how well we function in our personal and professional lives, researchers from different perspectives have sought to understand how emotions can be best managed for optimal functioning. In this chapter, we focus on two research traditions that have examined this issue, the emotion regulation (ER) tradition and the emotional labor (EL) tradition. This effort is predicated on the belief that a more fundamental research tradition such as ER can inform and complement a more applied research tradition such as EL, first by extending our understanding of the various processes by which employees deal with their emotions, and second, by permitting a more accurate prediction of the consequences of these emotions. A case is presented that discriminating more finely between the various emotion management strategies may help to resolve some of the paradoxical findings observed in the EL literature.