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A Framework of Brand Contestation: Toward Brand Antifragility

Author

Listed:
  • Daniel Dietrich
  • Cristel Antonia Russell
  • Linda L Price
  • Zeynep Arsel

Abstract

The consumer literature on branding to date coalesces around the notion that brands are constantly contested. Brand contestation arises where the actions of consumer brand actors meet, and sometimes confront, those of the brands’ legal owners. This article integrates the extant branding research, a qualitative prestudy, and two complementary empirical studies to advance a theoretical process model of brand contestation. First, an in-depth analysis of thirty historical cases reveals its dynamics and how both the magnitude of contestation and the momentum of mobilization affect brand contestations’ scope and evolution. Second, interviews with upper-level marketing and branding executives add an emerging perspective that brand managers can use the energy generated by consumers’ contestation to develop antifragility—a brand’s ability to grow and thrive as a result of contestation.

Suggested Citation

  • Daniel Dietrich & Cristel Antonia Russell & Linda L Price & Zeynep Arsel, 2021. "A Framework of Brand Contestation: Toward Brand Antifragility," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(4), pages 682-708.
  • Handle: RePEc:oup:jconrs:v:48:y:2021:i:4:p:682-708.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucab053
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    Cited by:

    1. Margaret C Campbell & Linda L Price, 2021. "Three Themes for the Future of Brands in a Changing Consumer Marketplace," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(4), pages 517-526.

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