Brands as Essentially Contested Concepts

Item Type Conference or Workshop Item (Poster)
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.
Authors Dietrich, Daniel Rudolf & Russell, Cristel
Language English
Keywords brands, meaning, theory-building, disruption practices, contestation
Subjects business studies
HSG Classification contribution to scientific community
Date 7 July 2022
Event Title Consumer Culture Theory Conference 2022
Event Location Oregon State University, Oregon, USA
Event Dates 07.07.2022 - 09.07.2022
Depositing User Dr. Daniel Rudolf Dietrich
Date Deposited 18 Jul 2022 09:02
Last Modified 17 Aug 2022 08:48


Poster_Brands as Essentially Contested Concepts_CCT2022.png

Download (617kB) | Preview


Dietrich, Daniel Rudolf & Russell, Cristel: Brands as Essentially Contested Concepts. [Conference or Workshop Item]

Edit item Edit item