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The rejection of brand hegemony

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  • Cromie, John G.
  • Ewing, Mike T.

Abstract

Purveyors of strong brands can, through a number of the means intended to bolster their brand image, alienate and frustrate their consumers to the point of creating a broad-based reaction -- the rejection of brand hegemony. The literature describes a number of motivations for anti-consumption behavior. This paper explores the rejection of brand hegemony as a motivation for, and an expression of, anti-consumption, through a phenomenological study of the open source software (OSS) community. The study explores whether, and to what extent, the OSS community actively rejects software's dominant brand, Microsoft, and what motivations may be at work in the creation and expression of that rejection. Findings elucidate the necessary conditions for the rejection of brand hegemony to occur, revealing valuable lessons for vendors. These conditions comprise environment, positive motivation and negative motivation factors. The first two conditions are relatively constant, regardless of vendor's actions, while the last is largely of the vendor's creation. The managerial and theory-building implications of the study indicate that purveyors of strong brands may inadvertently create their own anti-consumption nemesis.

Suggested Citation

  • Cromie, John G. & Ewing, Mike T., 2009. "The rejection of brand hegemony," Journal of Business Research, Elsevier, vol. 62(2), pages 218-230, February.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:218-230
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    References listed on IDEAS

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    Cited by:

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    2. Murat Hakan Altintas & Bahar F. Kurtulmusoglu & Hans Ruediger Kaufmann & Serkan Kilic, 2013. "Consumer boycotts of foreign products: a metric model," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 485-504, June.
    3. Jeanes, Emma L., 2013. "The construction and controlling effect of a moral brand," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 163-172.
    4. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    5. Fombelle, Paul W. & Voorhees, Clay M. & Jenkins, Mason R. & Sidaoui, Karim & Benoit, Sabine & Gruber, Thorsten & Gustafsson, Anders & Abosag, Ibrahim, 2020. "Customer deviance: A framework, prevention strategies, and opportunities for future research," Journal of Business Research, Elsevier, vol. 116(C), pages 387-400.
    6. David Olson & Kirsten Rosacker, 2013. "Crowdsourcing and open source software participation," Service Business, Springer;Pan-Pacific Business Association, vol. 7(4), pages 499-511, December.
    7. Ewing, Michael T. & Wagstaff, Peter E. & Powell, Irene H., 2013. "Brand rivalry and community conflict," Journal of Business Research, Elsevier, vol. 66(1), pages 4-12.
    8. Hu, Miao & Qiu, Pingping & Wan, Fang & Stillman, Tyler, 2018. "Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences," Journal of Business Research, Elsevier, vol. 90(C), pages 164-170.

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