Morgan, Joseph E. and Wilson, Jonathan A.J. (2010) A ‘brand’ new friend: brand communities in CSR policy. In: Second International Conference on Brand Management (ICBM 2010), 8-9 Jan 2010, Agra, India. (Unpublished)

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Abstract

Purpose - The following paper reviews existing literature and practitioner input, looking to examine the nature of relationships between consumers and brands. Furthermore it attempts to explore the nature of relationships within brand communities and how they can contribute towards increased happiness, well-being and achievement motivation in young consumers.

Design/methodology/approach - Inductive reasoning, following a body of evidence, gathered from structured and systematic literature reviews and case studies.

Research limitations / implications - As a conceptual paper, it is limited at times by attempting to cover and condense a wide scope of cross-disciplinary literature. This, coupled with a lack of empirical research, limits the authors’ ability to test some of the conclusions drawn. The paper does however provide an updated and comprehensive review of the brand to consumer relationship outside of the typical mutual exchange of information and value; a field subject to constantly changing factors and the basis for discussion and future research.

Findings - Following a critical review, in line with current brand literature, the position of the authors is to uphold the assertion that the employment of ‘brand friendship’ based relationship marketing strategies within ‘brand communities’ can produce increased happiness, well-being, and ‘achievement motivation’ in teenagers and emerging adult consumers, and that brands should identify and consider this within their CSR strategies. However, if brand friendships are to maintain their meaning within consumer-centric and emotion led communities, the authors suggest that brands should increase their consideration of the role that the brand plays in maintaining friendship, rather than consumption based loyalty. Furthermore, in light of this, there is an argument to suggest that new thinking should be explored which attempts to calculate and mitigate any losses that consumers may feel.

Item Type:	Conference or Conference Paper (Paper)
Additional Information:	[1] Paper presented at the Second International Conference on Brand Management (ICBM 2010) held from 8-9 January 2010 at the Institute of Management Technology, Ghaziabad (IMTG), Agra, Uttar Pradesh, India.
Uncontrolled Keywords:	branding, CSR, corporate social responsibility, young consumers, brand communities
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Organisation Organisation
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4697

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