Refine your search
Collections
Co-Authors
Year
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Pallavi, Priyanka
- A Study of Anti-branding Antecedents with Special Reference to Redbulls, Starbucks, Adbusters and Walmart
Abstract Views :592 |
PDF Views:0
Authors
Source
Global Journal of Research in Management, Vol 2, No 1 (2012), Pagination: 51-64Abstract
The growing pressure of capitalization on the economies of the world has been on an ever increasing note. With the growing competition in both the consumer market and the industrial market, some of the leading companies tend to cut down on certain important issues of corporate responsibility, social improvement initiatives and resorts to unhealthy measures. With the advent of Internet, the online active community is fighting back. In this paper, we have tried to identify some brands such as Redbull, Starbucks, Adbsuters&Walmart which have been successful without putting much emphasis on branding. We have also tried to see how they have been perceived by the customers in the long run.Keywords
Branding , Anti Branding, Brand Flow, Brand Triggers, Megabrands
References
- (1) Dawn Dobni, George M. Zinkhan (1990), "IN SEARCH OF BRAND IMAGE: A FOUNDATION ANALYSIS", in Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT : Association for Consumer Research, Pages: 110-119.
- (2) Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-373. JSTOR.
- (3) Halstead D.( 1989), Expectations and disconfirmation beliefs as predictors of consumer satisfaction, repurchase intention, and complaining behaviour: an empirical study. J Consumer Satisfaction Dissatisfaction Complain Behaviour;2:17–21.
- (4) http://www.gsusignal.com/opinions/anti-branding-is-an-oxymoron- 1.2219496
- (5) http://business.highbeam.com/6504/article-1G1-163941358/advertisingunder- threat-there-appears-antibrand-anticorporate
- (6) http://biz.yahoo.com/ic/101/101316.html
- (7) http://www.copernicusmarketing.com/about/six_sigma_branding.shtml
- (8) http://www.mhhe.com/business/management/thompson/11e/case/starbucks- 2.html
- (9) http://www.jstor.org/stable/10.1086/209515.
- (10) http://en.wikipedia.org/wiki/Adbusters
- (11) http://in.reuters.com/finance/stocks/companyProfile?symbol=WMT
- (12) http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CSWalmart. pdf
- (13) http://www.imagesubstation.com/blog/determining-your-brand-structure
- (14) http://www.worldlingo.com/ma/enwiki/en/Adbusters
- (15) http://www.adbusters.org/campaigns
- (16)http://www3.babson.edu/Centers/retail_intelligence/upload/Wal_mart_susta inability.pdf
- (17) http://www. kmhassociates.ca/resources/3/PowerofBrandDelivery.pdf
- (18) http://business.highbeam.com/6504/article-1G1-163941358/advertisingunder- threat-there-appears-antibrand-anticorporate
- (19) Janet Hoek, Philip Gendall (2007), Massey University, “An Examination of Puffery’s Effects on Consumers.”
- (20) Leslie de Chernatony, Francesca Dall’Olmo Riley, (1998) "Modelling the components of the brand", European Journal of Marketing, Vol. 32 Iss: 11/12, pp.1074 - 1090
- (21) Levy, Sidney J. (1959). Symbols for sales. Harvard Business Review 37, no. 4: 117–24.
- (22) Ligas, Mark, and June Cotte.(1999) “The process of negotiating brand meaning: A symbolic interactionist perspective”. Advances in Consumer Research 26, no. 1: 609–14.
- (23) McCracken, Grant. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research 16, no. 3: 310–21.
- (24) Muniz, Albert M. (1997), “Consumers and Brand Meaning: Brands, the self and others,” Advances in Consumer Research, 24 (1), 308-09.
- (25) Oliva TA, Oliver RL (1992), MacMillan IC. A catastrophe model for developing service satisfaction strategies. J Mark;56(July):83± 95.
- (26) Oliver RL.( 1980) A cognitive model of the antecedents and consequences of satisfaction decisions. J Mark Res.;17:460–9 [November].