“Brand play” versus “Brand attack”

Detalhes bibliográficos
Autor(a) principal: Kristal, Samuel
Data de Publicação: 2018
Outros Autores: Baumgarth, Carsten, Henseler, Jörg
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.1108/JPBM-01-2017-1405
Resumo: Kristal, S., Baumgarth, C., & Henseler, J. (2018). “Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists. Journal of Product and Brand Management, 27(3), 334-347. DOI: 10.1108/JPBM-01-2017-1405
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spelling “Brand play” versus “Brand attack”the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activistsArtist co-creatorsBrand attackBrand equityBrand playNon-collaborative co-creationMarketingManagement of Technology and InnovationKristal, S., Baumgarth, C., & Henseler, J. (2018). “Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists. Journal of Product and Brand Management, 27(3), 334-347. DOI: 10.1108/JPBM-01-2017-1405Purpose: This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers. Design/methodology/approach: A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments. Findings: Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions. Research limitations/implications: Future research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation. Practical implications: Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play. Originality/value: This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNKristal, SamuelBaumgarth, CarstenHenseler, Jörg2018-07-17T22:13:14Z2018-05-142018-05-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article14application/pdfhttps://doi.org/10.1108/JPBM-01-2017-1405eng1061-0421PURE: 5469681http://www.scopus.com/inward/record.url?scp=85049183722&partnerID=8YFLogxKhttps://doi.org/10.1108/JPBM-01-2017-1405info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:22:34Zoai:run.unl.pt:10362/41868Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:24.353635Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv “Brand play” versus “Brand attack”
the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists
title “Brand play” versus “Brand attack”
spellingShingle “Brand play” versus “Brand attack”
Kristal, Samuel
Artist co-creators
Brand attack
Brand equity
Brand play
Non-collaborative co-creation
Marketing
Management of Technology and Innovation
title_short “Brand play” versus “Brand attack”
title_full “Brand play” versus “Brand attack”
title_fullStr “Brand play” versus “Brand attack”
title_full_unstemmed “Brand play” versus “Brand attack”
title_sort “Brand play” versus “Brand attack”
author Kristal, Samuel
author_facet Kristal, Samuel
Baumgarth, Carsten
Henseler, Jörg
author_role author
author2 Baumgarth, Carsten
Henseler, Jörg
author2_role author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Kristal, Samuel
Baumgarth, Carsten
Henseler, Jörg
dc.subject.por.fl_str_mv Artist co-creators
Brand attack
Brand equity
Brand play
Non-collaborative co-creation
Marketing
Management of Technology and Innovation
topic Artist co-creators
Brand attack
Brand equity
Brand play
Non-collaborative co-creation
Marketing
Management of Technology and Innovation
description Kristal, S., Baumgarth, C., & Henseler, J. (2018). “Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists. Journal of Product and Brand Management, 27(3), 334-347. DOI: 10.1108/JPBM-01-2017-1405
publishDate 2018
dc.date.none.fl_str_mv 2018-07-17T22:13:14Z
2018-05-14
2018-05-14T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.1108/JPBM-01-2017-1405
url https://doi.org/10.1108/JPBM-01-2017-1405
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1061-0421
PURE: 5469681
http://www.scopus.com/inward/record.url?scp=85049183722&partnerID=8YFLogxK
https://doi.org/10.1108/JPBM-01-2017-1405
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 14
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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