Brands and globalization

Chevalier, Michel; Mazzalovo, Gérald

doi:10.1057/9780230508897_11

Cited by 3 publications

(3 citation statements)

References 2 publications

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“…– play a significant role in branding (Keller and Lehmann 2006). The contemporary branding environment, characterized by diverse tangible and intangible inputs, outputs, and path dependencies, is “a system with a high number of variables and contains non-linearities, inertia, delays, and bi-directional network feedback loops.” (Chica et al 2016, p. 42). Similarly, externalities are known to be systemic phenomena (Laczniak 2017; Vatn and Bromley 1997).…”

Section: Research Context: Brand Externalities As a Wicked Problemmentioning

confidence: 99%

“…These features, characteristic of a wicked problem (Huff et al 2017; Wooliscroft 2021), undermine managerial intuition and ingenuity (Pagani and Otto 2013). The STM , building on system dynamics, is a suitable methodology for wicked social phenomena, like branding (Chica et al 2016; Mukherjee and Roy 2006), as it provides manageable simplicities and a holistic frame of reference for managers to follow the complex cause-and-effect web, and do well in brand development, management, and regulation (Pagani and Otto 2013).…”

Section: Research Context: Brand Externalities As a Wicked Problemmentioning

confidence: 99%

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Systematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities

Padela

Wooliscroft

Ganglmair‐Wooliscroft

2023

Journal of Macromarketing

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This paper presents Systematic Theory Mapping (STM), a comprehensive and systematic method, as the first step toward defining and dealing with complex and wicked problems. Social systems exhibit a messy, multifaceted, and multi-level composite of problems characterized by causal complexities and non-linear interactions of numerous contributing variables. Exploring such a wicked composite of problems for causal explanations and theory building through reductionist empiricism is unrealistic, expensive, and futile. Systems thinking is required to understand the configurations driving wicked problems and navigate their causal complexities. We construed brand externalities as a wicked problem and provided an illustrative example for STM. A systematic narrative review is used to amalgamate diverse stakeholder perspectives and capture the structures and processes that generate brand externalities. System dynamics, employing a causal loop diagram, is used to organize the findings and develop a causal theory of brand externalities. The proposed method can help scholars, managers, and policymakers better define complex managerial and social problems and identify the likely consequences of their actions.

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Section: Research Context: Brand Externalities As a Wicked Problemmentioning

confidence: 99%

Section: Research Context: Brand Externalities As a Wicked Problemmentioning

confidence: 99%

Systematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities

Padela

Wooliscroft

Ganglmair‐Wooliscroft

2023

Journal of Macromarketing

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“…Brands are known to provide opportunities for sellers and buyers and contribute to the quality of life (Chevalier and Mazzalovo 2003). The critical paradigm of branding research, on the contrary, extensively criticizes contemporary branding practices; it articulates that brands pose social consequences characterized by, often adverse, market trade-offs (Schroeder 2017).…”

Section: Introductionmentioning

confidence: 99%

Brand Externalities: A Taxonomy

Padela

Wooliscroft

Ganglmair‐Wooliscroft

2020

Journal of Macromarketing

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Brands are ubiquitous and adorn contemporary marketing systems. Modern branding practices spawn contradictory social mechanisms, value co-creation and value co-destruction. This paper considers the societal implications, including personal, psychological, social, ecological, and economic consequences of branding. It posits brand externalities as meaning-led discrepancies and symbolic spill-overs igniting mechanisms detrimental to the integrity of the social system. Brand externalities accompany the assortment of brands in contemporary marketing systems. We propose a taxonomy of brand externalities and elucidate societal consequences of branding upon brand exchange actors themselves, their immediate others, future others and general others. This stakeholder orientation sets a future research agenda and calls for redefining branding from the system’s perspective.

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