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Friends or freeloaders? To what degree should brands and consumers entertain the concept of mitigating losses, when relations sour?

Friends or freeloaders? To what degree should brands and consumers entertain the concept of mitigating losses, when relations sour?

Wilson, Jonathan A.J. and Morgan, Joseph E. (2010) Friends or freeloaders? To what degree should brands and consumers entertain the concept of mitigating losses, when relations sour? In: 1st International Colloquium on the Consumer-Brand Relationship (CBR), 23rd-24th April 2010, Rollins College, Winter Park, Orlando, USA. (Unpublished)

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Abstract

Abstract

Purpose – To examine consumers’ feelings, when consumer brand relationships fall short of expectations and how these can be addressed.

Design/methodology/approach - Inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis. Evidence gathered from literature reviews - supported by anecdotal evidence, personal observations and experiences.

Findings - Increasingly, brands are able to embed themselves into brand-centric communities. Subsequently, through networks and socialisation processes, convergences around a brand serve as conduits for defining meaning and identity. However within brand relationships, there lies the added inference that brands shoulder a greater social responsibility than their consumers. Therefore, when there is a breakdown in trust, or delivery of standards, the brand may become liable for a form of mediating compensation. The position of the authors is that the more those brands push themselves towards friendships, consumers will respond by expecting some form of loss mitigation, associated more with the intangible aspects of that brand - lead by experiential elements and reputation.

Practical implications - brands should consider their role in maintaining friendships, beyond consumption-based loyalty.

Originality/value - In light of this, new thinking suggests that brands should attempt to mitigate the non-functional and emotional losses that consumers may feel.

Paper type - Conceptual

Item Type: Conference or Conference Paper (Poster)
Additional Information: [1] This poster was presented as part of a Poster Session within the 1st International Consumer Brand Relationship Colloquium, on 24th April 2010.
Uncontrolled Keywords: brand communities, brand relationship, brand friendship, corporate social responsibility
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:12
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/4692

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