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Anti-Branding


Special issue call for papers from Journal of Social Marketing

A primary duty of a Brand Manager is developing identities and perceptions that enhance consumer acceptance of a brand.  Although some consumers accept marketer-generated brand identities easily and are able to integrate such identities into their lives, others have a hard time accepting such marketer-generated brand identities and meanings (Thompson, Rindfleisch and Arsel 2006; Berthon, Pitt and Campbell 2008).  As a result, some of today’s tech-savvy consumers started to re-brand such corporate brand meanings on their websites, blogs, or social networking spaces (Krishnamurthy and Kucuk 2009). Many companies are facing the reality of losing the control to forge their own brands’ identities.  These companies struggle to re-negotiate meanings with consumers in today’s technologically dynamic and challenging environments. It is clear that today’s consumers are not passive recipients of marketer-generated messages and meanings any longer. They are now very engaged players acting as alternative or equal market agents to corporations in marketplaces (Urban 2004; Kucuk and Krishnamurthy 2007).

Recent research also suggests a link between the levels of consumer organized anti-branding activities on the Internet and corporate brand values (Kucuk 2008; Krishnamurthy and Kucuk 2009; Kucuk 2010). In other words, such anti-branding activities may play an active role in consumers’ brand preferences and consumption. These kinds of powerful consumer anti-branding activities have never been seen in this magnitude in business and marketing history. Thus, consumer-generated anti-branding activities need to be investigated closely by branding and marketing academicians and practitioners in order to reach a better understanding of anti-branding activities and the impact on today’s and future markets.

Topics of relevance to this special issue include, but are not limited to:

- Consumer Generated Anti-Branding on the Internet
- Anti-Brand Online Consumer Communities
- Anti-Branding Antecedents
- Anti-Branding and Brand Value on the Internet
- Consumer Voice and Branding on the Internet
- Consumer Complaint Behaviors and its impacts on Branding
- Consumer-Generated Communication on the Internet
- Brand Love and Hate Relationships
- Online Boycotts and Protests’ impacts on Branding
- Negative e-WOM and Branding
- Anti-Branding and Websites Spoofing
- Consumer-organized Online Brand Protest

This special issue is open to all types of research, conceptual or empirical (qualitative or quantitative). Contributions from marketing, psychology and sociology domains are especially encouraged. Acceptable formats include research papers, research notes, conceptual models and literature reviews. Research approaches and methodologies, such as empirical, conceptual, experimental fields, interpretative approaches, content analysis, ethnography, semantic analysis, etc., are all welcome.

Time Schedule:

Submission deadline-- March 30, 2011

First Revision results-- June 15, 2011

Second Revision results--August 30, 2011

Final Decisions--Nov.1, 2011

Publication-Vol.6(1)--Jan. 2012

Please go http://mc.manuscriptcentral.com/jrim submit your manuscripts electronically. All submissions will go through the regular JRIM double blind review process and the best papers will be accepted for publication.

Contact:

S. Umit Kucuk, PhD
Department of Management, COB
Central Washington University
400 E. University Way
Ellensburg, WA (98926)   U.S.A.
Phone:  (206) 330 8975
Email:  [email protected], [email protected]

References:

Berthon, Pierre; Leyland F. Pitt and Colin Campbell (2008) “Does Brand Meaning Exist in Similarity or Singularity?” Journal of Business Research, Vol.62 (3): 356-361.

Krishnamurthy, S and S. U. Kucuk (2009) “Anti-Branding on the Internet” Journal of Business Research, Vol.62 (11): 1119-1126.

Kucuk, S. U. and S. Krishnamurthy (2007) “An Analysis of Consumer Power on the Internet”, Technovation, 2007, Vol.27 (1/2): 47-56.

Kucuk, S. U. (2010) “Negative Double Jeopardy Revisited: A Longitudinal Analysis, Journal of Brand Management, Vol. 18(2): 150-158.

Kucuk, S. U. (2008) “Negative Double Jeopardy: The Role of Anti-Brand Sites on the Internet” Journal of Brand Management, Vol. 15(3): 209-222.

Thompson Craig J, Aric Rindfleisch and Zeynep Arsel (2006) “Emotional Branding and the Strategic Value of the Doppelganger Brand Image” Journal of Marketing, Vol.70 (1): 50–64.

Urban Glen (2004) “The Emerging Era of Customer Advocacy” Sloan Management Review, Vol. 45 (2):77–82.