Anti-Constellations: Exploring the Impact of Negation on Consumption

Hogg, Margaret K.

doi:10.1362/026725798784959354

Cited by 80 publications

(106 citation statements)

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“…In this sense, brands are an active component of a brand-consumer relationship dyad (Fournier, 1998), where consumers emotionally attach to, detach from, and can even avoid, brands (Hogg, 1998;Lee, Motion, & Conroy, 2009). …”

Section: Humanising the Brand: Rationale And Typical Strategiesmentioning

confidence: 99%

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Hede

Aleti

2013

Journal of Marketing Management

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2Leveraging the human side of the brand using a sense of place: case studies of craft breweries AbstractIn order for consumers to emotionally connect with brands, brands must be transformed from inanimate entities into the realm of acquiring human characteristics. Following a review of more than 1000 breweries from online sources and beer companion books, we explore how a sense of place, derived from myths, folklores and heroes, enables marketers and consumers to co-create narratives that humanise brands. We add to the theory on brand humanisation as we conclude that a sense of place offers a novel, and different, approach to humanisation strategies based on anthromorphisation, personification and user imagery, but can also operate in tandem with them. Further research is recommended to understand how and why consumers respond to branding strategies that use a sense of place to humanise brands. Summary of statement of contributionThis exploratory study adds to the body of knowledge on how brands are humanised. It demonstrates that, at least in relation to craft breweries, a sense of place offers rich material for the creative content for brand narratives. In addition, we suggest that a sense of place has the distinctive advantage of allowing both marketers and consumers to create narratives with potential to humanise brands. 3Key words: brand humanisation, sense of place, brand narratives, anthromorphisation, anthromorphic marketing 4 Leveraging the human side of the brand using a sense of place: case studies of craft breweries Developing a relationship between a brand and consumers is achieved when consumers connect with brands in an emotional manner (Fournier, 1998). As brands are ostensibly inanimate objects, this can only occur when brands are humanised (Aaker, 1999). Thus far, the literature in this field of marketing suggests that brands are typically made human-like via anthromorphisation, personification or user imagery (Aaker, 1999). For example, in the case of Trip Advisor, the brand is humanised via anthromorphisation when physical human characteristics are overlaid onto the owl. In comparison, Jamie Oliver's personal attributes personify the Jamie Oliver brand, and in the case of Marlboro, images of the typical users of the brand are used in promotional collateral to help consumers identify with the brand.Brand humanisation strategies around anthromorphisation, personification and user imagery are, to a large extent, implemented and controlled by the marketer. In this context, consumers have a limited capacity to extend, or personalise, brand narratives.This contrasts sharply with the increasing levels of participation consumers now experience in consumption (Ahonen & Moore, 2005). In this paper, we explore how consumers can be included in brand humanisation strategies. In order to do this, we refer to a sense of place (SoP). A SoP describes relationships between people and social settings (Jorgensen & Stedman, 2001) and human-place bonding (Kyle, Mowen, & Tarrant, 2004), with its rootedness, insided...

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Section: Humanising the Brand: Rationale And Typical Strategiesmentioning

confidence: 99%

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Hede

Aleti

2013

Journal of Marketing Management

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“…Despite the fact that self-image congruence theory is explicitly open to both approach as well as avoidance behaviours in principle (see, for example, Sirgy, 1982Sirgy, , pp. 289f, 1986), primarily approach behaviours have been the empirical focus, ignoring avoidance tendencies and deliberate anti-choice behaviours (see Hogg, 1998;Hogg and Banister, 2001). …”

Section: Pp 702-712 ------------------------------------------------mentioning

confidence: 99%

Undesired self‐image congruence in a low‐involvement product context

Bošnjak

Rudolph²

2008

European Journal of Marketing

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Nutzungsbedingungen:Dieser Text wird unter einer Deposit-Lizenz (Keine Weiterverbreitung -keine Bearbeitung) Abstract Purpose -The paper seeks to investigate the incremental value of a construct termed "undesired self-image congruence", and capture consumers' perceived closeness to negatively valenced brand-related attributes over and above established self-image congruence factors known to affect consumption-related attitudes and intentions. Design/methodology/approach -A questionnaire-based study was used to assess consumers' attitudes and intentions to consume a low-involvement product (Marlboro cigarettes; n = 211). Hierarchical multiple regression analyses were employed to determine the incremental predictive value of the newly introduced undesired congruity component over and above established self-image congruence facets. Findings -Undesired congruity proved its substantial and incremental value in predicting consumption-related attitudes, but did not directly influence purchasing intentions.Research limitations/implications -Avoidance motives related to undesired brand images appear to influence purchase decisions at early stages of the decision-making process, namely in attitude formation and evaluative responding. Controlled experimental approaches with a broader set of products should be used to corroborate this potential research implication. Practical im plications -Because negative stereotypical images appear to feed into purchase-related decision processes at early stages, due caution should be exerted in primary data collection and brand positioning. Primary data collection should capture both positive and negative brand-related meanings attributed by consumers. Because the results show that undesired congruity has an incremental explanatory effect, positive versus negative symbolic meanings are clearly not just "two sides of the same coin". Consequently, brand positioning should define its strategy by simultaneously maximizing both the closeness to desired symbolic meanings and the distance to undesired symbolic associations. Originality/value -The value of the paper lies in testing the operation of undesired congruity and in quantifying its incremental contribution in the symbolic consumption context.

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“…Some literature focuses on the behavior of consumers who have negative feelings, beliefs, and attitudes towards brands, such as brand hate, brand resistance, brand revenge, brand avoidance and anti-consumption behavior. Hogg (1998) pointed out that the decision not to purchase a product can be caused by two aspects of negative choices: non-choice and anti-choice [8]. Anti-choice refers to abandonment, avoidance, and aversion, and non-choice refers to availability and accessibility constrained by affordability.…”

Section: Concept For Anti-brand Behaviormentioning

confidence: 99%

The Negative Effect of Brand Attachment: How Attachment Styles Help Explain Anti-Brand Behavior

Yuan¹,

Lei²

2017

OJBM

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Enterprises tend to attach importance to consumer brand relationship in the marketing context, especially the establishment and culture of attachment relationship, and they try to maintain brand loyalty through consumers' high self-connection. But they ignore the possibility that brand attachment leads to anti-brand behavior; however, previous study was less involved in the negative effects of brand attachment and negative brand behavior. So on the basis of relevant research literature review, we firstly illustrate two kinds of incentive of anti-brand behavior: 1) the loss of functional benefit; 2) the violation of self-concept, and then discussed the theoretical framework that brand attachment leads to anti-brand behavior from the perspective of consumers' individual characteristics. The purpose of this paper is to explore the strong brand attachment relationship between consumers and brand when and why it will be transformed into a strong negative brand behavior, and thus provide a new perspective on the study of brand attachment.

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Anti-Constellations: Exploring the Impact of Negation on Consumption

Cited by 80 publications

References 0 publications

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Undesired self‐image congruence in a low‐involvement product context

The Negative Effect of Brand Attachment: How Attachment Styles Help Explain Anti-Brand Behavior

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