Revenge of the brand monsters: How Goldman Sachs’ doppelgänger turned monstrous

Freund, James; Jacobi, Erik S.

doi:10.1080/0267257x.2013.764347

Cited by 11 publications

(9 citation statements)

References 23 publications

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“…A second research stream building on cultural branding precepts seeks to garner insights into the ways that consumers' sociocultural position shapes their understanding and cocreative uses of brand meanings or branded social movements (e.g., Arsel and Thompson 2011;Avery 2012;Holt 2006Holt , 2014Holt and Thompson 2004;Kristensen, Boye, and Askegaard 2011;Luedicke, Thompson, and Giesler 2010;Ulver-Sneistrup, Askegaard, and Kristensen 2011). A third variation of the cultural branding logic explores how the broader cultural construction of brand meanings-and in particular the linkage of an iconic brand with a nexus of negative connotations and detrimental societal outcomes -can coalesce as a doppelgänger brand image that can undermine corporate-sponsored brand myths (Freund and Jacobi 2013;Giesler 2012;Thompson, Rindfleisch and Arsel 2006).…”

Section: Cultural Brandingmentioning

confidence: 98%

Branding Disaster: Reestablishing Trust through the Ideological Containment of Systemic Risk Anxieties

Humphreys¹,

2014

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Section: Cultural Brandingmentioning

confidence: 98%

Branding Disaster: Reestablishing Trust through the Ideological Containment of Systemic Risk Anxieties

Humphreys¹,

2014

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“…In their paper, 'Revenge of brand monsters: How Goldmann Sach"s doppelganger turned monstrous,' show the importance of anthropomorphism when attacking a brand that does not employ emotional or culture brand strategies [6].…”

Section: F James Freund and Erik S Jacobi (2013)mentioning

confidence: 99%

Impact of Doppelganger Brand Image (DBI) on Consumer Behavior

Mishra¹,

Marwah²,

Subby³

et al. 2020

IJMH

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Doppelganger brand images (DBIs) are a collection of disparaging brand images and stories circulated in popular culture, customarily targeted at brands to hold them accountable for any inconsistency in the quality of the products or services provided. If overlooked, DBIs may prove harmful to the brand's equity and value and sometimes even directly lead to a loss in sales. This paper delves into how DBIs affect an end consumer's perception of a brand. It aims to draw insights into a possible change in consumers' attitudes towards purchasing and subsequent consumption of the products and services offered by brands from four different industries(Beverage, Cellular Network, Airlines and Sports Entertainment) after being exposed to DBIs. The research was conducted in three steps, including two quantitative surveys and one qualitative research with the help of in-depth interviews. Through the first quantitative survey, the preferred attributes of four product categories beverages industry, the sports entertainment industry, cellular network industry, and the airline industry, was observed. Next, any changes in the respondents' willingness to consume after they have been exposed to DBIs of four brands from the above four different industries have been mapped. Through in-depth interviews on a sample of respondents, the underlying reasons behind the change or lack thereof were observed. Conducting the qualitative research on each product category's three competitive brands helped in assessing the variation in the level of indifference a consumer has towards a DBI concerning a particular product category. Finally, quantitative research on the selected sample of respondents was used to map any possible difference in attitude towards consumption of the products and services of the brands discussed in the in-depth interviews, which was used to arrive at the findings and conclusion. The novelty of this paper lies in the fact that much of existing research has been done to gauge the effects of negative branding via Doppelganger Brand Images of products on the brand equity and sales, by studying on specific brands/products. The question of “How are consumers impacted by the exposure to the aforementioned negative branding?” has been attempted to be answered through this paper, without restricting our scope to a single business industry or product category. The paper throws light on the emergence of a possible pattern of consumer’s perception towards brands that have been targeted by DBIs, across four product categories, which need to be taken into account by marketers planning on large scale emotional branding campaigns of those product categories.

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“…Thompson et al, 2006), while other publications are more CCT and critically focused (e.g. Freund & Jacobi, 2013;Humphreys & Thompson, 2014;Thompson & Arsel, 2004). 8.…”

Section: The State Of the Artmentioning

confidence: 99%

Impact factors, journal rankings, interdisciplinary research and ‘the state of the art’ in marketing theory and practice

Tadajewski¹

2018

Journal of Marketing Management

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Revenge of the brand monsters: How Goldman Sachs’ doppelgänger turned monstrous

Cited by 11 publications

References 23 publications

Branding Disaster: Reestablishing Trust through the Ideological Containment of Systemic Risk Anxieties

Branding Disaster: Reestablishing Trust through the Ideological Containment of Systemic Risk Anxieties

Impact of Doppelganger Brand Image (DBI) on Consumer Behavior

Impact factors, journal rankings, interdisciplinary research and ‘the state of the art’ in marketing theory and practice

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