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Laurence Dessart, KEDGE Business School Print
Monday, 22 January 2018, 14:30 - 15:45

Recruitment Seminar - Marketing Management

Laurence Dessart, KEDGE Business School

I will not be a sheep: The role of self-determinism in negative brand relationships

Abstract: This paper investigates negative relationships between consumers and brands, focusing on the case of the “I Hate Apple” anti-brand community on Facebook. The theory of self-determination (Deci and Ryan, 1985) is used as a frame to understand why consumers engage in negative brand relationships, proposing that consumer can feel that brands limit their self-determinism, and as a result, rebels against them. A qualitative methodology is adopted, collecting several types of netnographic data over a period of four years, including community members’ comments and posts, email correspondence and online focus groups. The analysis reveals that members of anti-brand communities experience that the focal brand thwarts their self-determinism by affecting their essential needs for autonomy, competence and relatedness. In other words, consumers can hate brands because they disable and disempower them. While members of the community have different personal experiences and relationships with the brand, they all turn to the community, which provides them support, help and information. 

 

Location: AY2.107
Contact: Nancy De Munck - This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

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