Cultural Meanings and Consumers’ Discourses about Their Brand AbandonmentCultural Meanings and Consumers’ Discourses about Their Brand Abandonment
Título del documento: Cultural Meanings and Consumers’ Discourses about Their Brand AbandonmentCultural Meanings and Consumers’ Discourses about Their Brand Abandonment
Revista: BAR - Brazilian Administration Review
Base de datos: CLASE
Número de sistema: 000496284
ISSN: 1807-7692
Autores: 1
1
Instituciones: 1Universidade Federal do Rio de Janeiro, Rio de Janeiro. Brasil
Año:
Periodo: Ene-Mar
Volumen: 15
Número: 1
País: Brasil
Idioma: Inglés
Tipo de documento: Artículo
Enfoque: Analítico, descriptivo
Resumen en inglés Although we know a lot about how brand meanings are created and perpetuated in relation to and through cultural discourses, remarkably little work has been done in the marketing field to develop a better comprehension as to how brand meanings are enacted through distancing behaviors, such as brand abandonment. In the marketing literature, abandonment has usually been associated with relationship crises, most commonly as the result of consumer dissatisfaction. This study investigates consumers who abandoned previously consumed brands in two distinct product categories, soft drinks and automobiles. Through investigation of two emblematic brands – CocaCola and Fiat - the analysis illustrates cultural discourses that consumers use to give meanings and socially negotiate their brand abandonment. Considering the repertoire of meanings attached to both the brands and consumers’ commitment to their distancing behavior, the analysis presents three types of brand abandonment: (a) contingent, (b) balanced and (c) aversive. This paper also presents brand abandonment as an enabler of social distinctions, highlighting two discrete discourses promulgated and perpetuated by consumers: (a) Life evolution, and (b) Rationality, self-control and sovereignty
Disciplinas: Economía
Palabras clave: Condiciones económicas,
Marcas,
Consumo,
Coca-Cola,
Fiat,
Cultura del consumo,
Consumidores,
Teoría del consumo,
Automóviles,
Valor de marca,
Racionalidad
Texto completo: https://biblat.unam.mx/hevila/BARBrazilianadministrationreview/2018/vol15/no1/3.pdf