Brands as Essentially Contested Concepts
Type
conference poster
Date Issued
2022-07-07
Author(s)
Abstract
The consumer literature on branding coalesces around the notion of brands as essentially contested concepts. Using Gallie’s (1956) seminal theory of contestation as a guide, we develop a novel framework to explain why and how brand contestation surfaces and evolves through mutual disruption practices of both consumers and brand’s legal owners.
Language
English
Keywords
brands
meaning
theory-building
disruption practices
contestation
HSG Classification
contribution to scientific community
Event Title
Consumer Culture Theory Conference 2022
Event Location
Oregon State University, Oregon, USA
Event Date
07.07.2022 - 09.07.2022
Subject(s)
Eprints ID
266701
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Name
Poster_Brands as Essentially Contested Concepts_CCT2022.png
Size
602.85 KB
Format
PNG
Checksum (MD5)
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