Daniel Dietrich
Title
Dr.
Last Name
Dietrich
First name
Daniel
Email
daniel.dietrich@unisg.ch
Phone
+41 71 224 2136
Web Site
11 results
Now showing 1 - 10 of 11
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Item type:Publication, A Framework of Brand Contestation: Toward Brand AntifragilityType:journal articleJournal:Journal of Consumer ResearchVolume:48Issue:4Scopus© Citations 8 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Future Role of Physical Touchpoints in Luxury RetailingType:journal articleJournal:Marketing Review St. GallenVolume:35Issue:6 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Consumers’ Brand Experiences When Using Voice InterfacesVoice interfaces are conquering consumer lifeworlds. They offer new ways to consumers to interact with brands and challenge existing brand management theories. By drawing on an explorative approach, this paper identifies four different voice experiences that emerge when consumers access brands through voice interfaces (for instance through personal voice assistants such as Amazon Alexa): (1) brand camouflage, (2) category salience, (3) brand evocation and (4) brand amplification.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Psychological Ownership and the Emergence of Unintended Brand Meanings(2018-07-29)Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Algorithmic Contestation and Brand Antifragility(2026-07-01)This research examines how generative AI reshapes brand contestation and fosters antifragility. It theorizes AI-mediated sensemaking that intensifies, redistributes, and transforms contestation dynamics, showing how brands co-evolve with algorithms, cultural publics, and consumers within hybrid meaning-making processes, ultimately demonstrating how brands grow stronger through AI-amplified disruption in contemporary markets.Type:conference contribution - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Unveiling the Dynamics of Brand Antifragility(2024-07-12)This research endeavors to unravel the innovative concept of brand antifragility and its transformative influence on contemporary branding strategies. By exploring how brands can not only withstand disruptions but actively leverage them for growth, the study introduces novel research directions at the intersection of brand management and consumer behavior.Type:conference poster - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Brands as Essentially Contested Concepts(2022-07-07); Russell, CristelThe 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.Type:conference poster - Some of the metrics are blocked by yourconsent settings
Item type:Publication, - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Brand Disruption: Decoding the Contingency of Clashing Stakeholders(2017-07-10)The present research project aims to overcome conventional branding theories assuming brand meanings to be under exclusive control by the legal brand owners. Due to the utilization of a practice-theoretical perspective systematic understanding on how and why unintended brand meanings emerge is pursued. The two distinct brand cases Birkenstock and NewBalance are investigated to study the contingency of brand meaning co-optation and contestation. Marketers should be encouraged to detect and prevent momentous brand disruptions.Type:conference poster