How believing in brand conspiracies shapes relationships with brands

Lunardo, Renaud; Oliver, Mathieu Alemany; Shepherd, Steven

doi:10.1016/j.jbusres.2023.113729

Cited by 2 publications

(2 citation statements)

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“…As noted by Lunardo et al, (2023), ten years after Furnham (2013) Most people recognize that commercial organisations have to be very competitive and imaginative to survive and thrive in the modern world. This inevitably means exploiting advertising and marketing techniques which while they might increase sales, may be considered to be unethical but not necessarily illegal, though that can be a thin line.…”

Section: Discussionmentioning

confidence: 99%

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Business Conspiracy Theories

Furnham,

Leka

2023

PSYCH

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This study explored one of the less studied types of conspiracy theories, namely those concerned with business, organisations and industry. In all, 400 participants completed a 60-item questionnaire which covered a number of areas such as dishonest advertising, bribery and corruption. Given the opportunity to respond "don't know", a large number (>25%) responded that way to very specific questions. Overall, it seemed that consumers believed drug, oil and tobacco companies were dishonest and devious in their marketing. Also, they believed many manufacturers and advertisers attempted to manipulate and trick customers. Four factors resulted from a number of analyses though correlations and regressions suggested that demographic (age, sex, class) and ideological factors (religious and political beliefs) were not strongly related to business conspiracy theories suggesting consensus. Implications for understanding how conspiracy beliefs relate to product purchase and consumer boycotts are discussed.

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Section: Discussionmentioning

confidence: 99%

“…In an important study Lunardo et al (2023) began by summarizing the limited studies on what they called brand conspiracy theories, related to the concept of brand anthropomorphism. They found only 12 papers published between 1980 and 2022 which related to their idea that essentially brands are "moral agents".…”

Section: Introductionmentioning

confidence: 99%

Business Conspiracy Theories

Furnham,

Leka

2023

PSYCH

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The Resilient Brand Management Framework as a Responsive Business Strategy in the Industry 4.0 Era

Jamader,

Dasgupta,

Baibhaw

2024

Advances in Social Networking and Online Communities

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The analysis suggests that the application of the sustainability concept underpinning the framework of resilient branding (FRB) has a significant impact on business in contemporary markets, which is supported by the authors' prior narrative, examination, and systematic reflections. The study's practical application is to combine sustainable marketing to improve performance with the psychological capital theory, which emphasizes fostering optimism and personality where the system dynamic model for resilient branding and sigmoid action resilience of brand equity by Heise is used for better results. Future research should consider the suggested theories as worthwhile topics.

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How believing in brand conspiracies shapes relationships with brands

Cited by 2 publications

References 100 publications

Business Conspiracy Theories

Business Conspiracy Theories

The Resilient Brand Management Framework as a Responsive Business Strategy in the Industry 4.0 Era

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