IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v31y2024i3d10.1057_s41262-023-00344-7.html
   My bibliography  Save this article

Victims: the missing piece in stakeholder-focused brand management puzzles

Author

Listed:
  • Monika Hajdas

    (The Wroclaw University of Economics and Business)

  • Ryszard Kłeczek

    (The Wroclaw University of Economics and Business)

Abstract

Despite the rise of stakeholder-focused brand studies and multiple research calls for more socially oriented branding, academic research on the relations between brands and their less favoured stakeholders is scarce. New goals set by scholars for brand management studies (brands as change agents, activists, or with a broader social relevance) require new approaches and interpretations of who brand stakeholders are. This paper identifies the transformation of brand-related practices showing how brand management scholars and practitioners can identify the victims of brand externalities as contextual to these transformations. Using single-case research, we discuss how brands can inspire the emergence of new social practices resulting in reframing who the stakeholders are and what their position is (a beneficiary or a victim).

Suggested Citation

  • Monika Hajdas & Ryszard Kłeczek, 2024. "Victims: the missing piece in stakeholder-focused brand management puzzles," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 331-344, May.
    • Handle: RePEc:pal:jobman:v:31:y:2024:i:3:d:10.1057_s41262-023-00344-7
    DOI: 10.1057/s41262-023-00344-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-023-00344-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-023-00344-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Vignesh Yoganathan & Fraser McLeay & Victoria-Sophie Osburg & David Hart, 2018. "The Core Value Compass: visually evaluating the goodness of brands that do good," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 68-83, January.
    2. Soo-Hyun Jun, 2020. "The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    3. Christian H. Koch, 2020. "Brands as activists: The Oatly case," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 593-606, September.
    4. Claire Naidoo & Russell Abratt, 2018. "Brands that do good: insight into social brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 3-13, January.
    5. Kristal, Samuel & Baumgarth, Carsten & Henseler, Jörg, 2020. "Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock," Journal of Business Research, Elsevier, vol. 114(C), pages 240-253.
    6. Heidi Hansen & Astrid Jensen & Cindie Maagaard, 2022. "The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 584-597, November.
    7. Shove, Elizabeth & Walker, Gordon, 2010. "Governing transitions in the sustainability of everyday life," Research Policy, Elsevier, vol. 39(4), pages 471-476, May.
    8. Urša Golob & Mark A. P. Davies & Joachim Kernstock & Shaun M. Powell, 2020. "Trending topics plus future challenges and opportunities in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 123-129, March.
    9. Daniel Guttentag, 2015. "Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector," Current Issues in Tourism, Taylor & Francis Journals, vol. 18(12), pages 1192-1217, December.
    10. Urša Golob & Mario Burghausen & Joachim Kernstock & Mark A. P. Davies, 2022. "Brand management and sustainability: exploring potential for the transformative power of brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 513-519, November.
    11. Galina Biedenbach & Thomas Biedenbach & Peter Hultén & Veronika Tarnovskaya, 2022. "Organizational resilience and internal branding: investigating the effects triggered by self-service technology," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 420-433, July.
    12. Byoungsoo Kim, 2019. "Understanding Key Antecedents of Consumer Loyalty toward Sharing-Economy Platforms: The Case of Airbnb," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    13. Cletus Agyenim-Boateng & Kofi Oduro-Boateng, 2019. "Accounting for disasters," Journal of Accounting in Emerging Economies, Emerald Group Publishing Limited, vol. 9(3), pages 422-448, June.
    14. Catherine Welch & Rebecca Piekkari & Emmanuella Plakoyiannaki & Eriikka Paavilainen-Mantymaki, 2011. "Theorising from case studies: Towards a pluralist future for international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(5), pages 740-762, June.
    15. Payne, Adrian & Storbacka, Kaj & Frow, Pennie & Knox, Simon, 2009. "Co-creating brands: Diagnosing and designing the relationship experience," Journal of Business Research, Elsevier, vol. 62(3), pages 379-389, March.
    16. Benjamin Saunders & Julius Sim & Tom Kingstone & Shula Baker & Jackie Waterfield & Bernadette Bartlam & Heather Burroughs & Clare Jinks, 2018. "Saturation in qualitative research: exploring its conceptualization and operationalization," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(4), pages 1893-1907, July.
    17. Nicholas Ind & Oriol Iglesias & Stefan Markovic, 2017. "The co-creation continuum: from tactical market research tool to strategic collaborative innovation method," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 310-321, August.
    18. G. Tomas M. Hult & Jeannette A. Mena & O. C. Ferrell & Linda Ferrell, 2011. "Stakeholder marketing: a definition and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 44-65, March.
    19. Edwin Love & Tejvir Sekhon & Tara Ceranic Salinas, 2022. "Do well, do good, and know your audience: the double-edged sword of values-based CSR communication," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 598-614, November.
    20. Michailova, Snejina, 2011. "Contextualizing in International Business research: Why do we need more of it and how can we be better at it?," Scandinavian Journal of Management, Elsevier, vol. 27(1), pages 129-139, March.
    21. Antoci, Angelo & Borghesi, Simone & Galeotti, Marcello & Russu, Paolo, 2022. "Maladaptation to environmental degradation and the interplay between negative and positive externalities," European Economic Review, Elsevier, vol. 143(C).
    22. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    23. Bruno Schivinski & Daniela Langaro & Teresa Fernandes & Francisco Guzmán, 2020. "Social media brand engagement in the context of collaborative consumption: the case of AIRBNB," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 645-661, November.
    24. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Monika Hajdas & Ryszard Kłeczek, 2021. "The real purpose of purpose-driven branding: consumer empowerment and social transformations," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 359-373, July.
    2. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
    3. Florian Lückenbach & Holger J. Schmidt & Jörg Henseler, 2023. "Building brand meaning in social entrepreneurship organizations: the social impact brand model," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 207-226, May.
    4. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.
    5. Oriol Iglesias & Nicholas Ind, 2020. "Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 710-720, November.
    6. Catherine Welch & Eriikka Paavilainen-Mäntymäki & Rebecca Piekkari & Emmanuella Plakoyiannaki, 2022. "Reconciling theory and context: How the case study can set a new agenda for international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(1), pages 4-26, February.
    7. Schmidt, Heiko M. & Santamaria-Alvarez, Sandra Milena, 2022. "Routines in International Business: A semi-systematic review of the concept," Journal of International Management, Elsevier, vol. 28(2).
    8. Radomska Joanna & Hajdas Monika & Wołczek Przemysław & Glinka Beata, 2023. "Wide open? Creative industries and open strategizing challenges," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 59(2), pages 117-136, June.
    9. Secundo, Giustina & Del Vecchio, Pasquale & Simeone, Luca & Schiuma, Giovanni, 2020. "Creativity and stakeholders' engagement in open innovation: Design for knowledge translation in technology-intensive enterprises," Journal of Business Research, Elsevier, vol. 119(C), pages 272-282.
    10. Chaang-Iuan Ho & Tzong-Shyuan Chen & Chin-Pei Li, 2023. "Airbnb’s Negative Externalities from the Consumer’s Perspective: How the Effects Influence the Booking Intention of Potential Guests," Sustainability, MDPI, vol. 15(11), pages 1-28, May.
    11. Emeka Ndaguba & Cina Van Zyl, 2023. "Professionalizing Sharing Platforms for Sustainable Growth in the Hospitality Sector: Insights Gained through Hierarchical Linear Modeling," Sustainability, MDPI, vol. 15(10), pages 1-24, May.
    12. Poulis, Konstantinos & Poulis, Efthimios & Plakoyiannaki, Emmanuella, 2013. "The role of context in case study selection: An international business perspective," International Business Review, Elsevier, vol. 22(1), pages 304-314.
    13. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).
    14. Pera, Rebecca & Occhiocupo, Nicoletta & Clarke, Jackie, 2016. "Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective," Journal of Business Research, Elsevier, vol. 69(10), pages 4033-4041.
    15. Mohamed Fathy Agina & Nadir Aliane & Osman El Sawy & Hazem Ahmed Khairy & Sameh Fayyad, 2023. "Risks in Relation to Adopting Airbnb Accommodation: The Role of Fear of COVID-19," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    16. Bareerah Hafeez Hoorani & Lakshmi Balachandran Nair & Michael Gibbert, 2019. "Designing for impact: the effect of rigor and case study design on citations of qualitative case studies in management," Scientometrics, Springer;Akadémiai Kiadó, vol. 121(1), pages 285-306, October.
    17. Wang, Hui-Ming Deanna & Sengupta, Sanjit, 2016. "Stakeholder relationships, brand equity, firm performance: A resource-based perspective," Journal of Business Research, Elsevier, vol. 69(12), pages 5561-5568.
    18. Hoorani, Bareerah Hafeez & Plakoyiannaki, Emmanuella & Gibbert, Michael, 2023. "Understanding time in qualitative international business research: Towards four styles of temporal theorizing," Journal of World Business, Elsevier, vol. 58(1).
    19. Dimitratos, Pavlos & Johnson, Jeffrey E. & Plakoyiannaki, Emmanuella & Young, Stephen, 2016. "SME internationalization: How does the opportunity-based international entrepreneurial culture matter?," International Business Review, Elsevier, vol. 25(6), pages 1211-1222.
    20. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:31:y:2024:i:3:d:10.1057_s41262-023-00344-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.