A Framework of Brand Contestation: Toward Brand Antifragility
Journal of Consumer Research
Price, Linda L.
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 pre- study, 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 momen- tum of mobilization affect brand contestations’ scope and evolution. Second, inter- views with upper-level marketing and branding executives add an emerging per- spective 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.
contribution to scientific community
Oxford University Press
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Dietrich, D., & Russell, C. A. (2021). A Framework of Brand Contestation: Toward Brand Antifragility. Journal of Consumer Research, 48(4), 682-708.
Daniel Dietrich (email@example.com) is a postdoctoral researcher in marketing and consumer behavior at the University of St. Gallen, School of Management, Dufourstrasse 50, St. Gallen 9000, Switzerland. Cristel Antonia Russell (firstname.lastname@example.org) is a professor of marketing at Pepperdine University, Graziadio School of Business, 24255 Pacific Coast Highway, Malibu, CA 90263, USA. Please address corre- spondence to Daniel Dietrich. This article is based on the first author’s doctoral dissertation, conducted at the University of St. Gallen. The authors are deeply grateful to the doctoral supervisors Ernst Mohr and Torsten Tomczak for their patient guidance, curious openness, and enrich- ing thoughts. They would also like to extend their gratitude to all inform- ants for sharing their valuable insights on brand contestation and antifragility. Finally, the authors wish to thank the editor, associate editor, and reviewers of JCR for their time and feedback during the inspiring re- view process. Supplementary materials are included in the web appendix accompanying the online version of this article.