Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

The Doppelgänger Sentiments: A Qualitative Study on Cultural Branding, Anti-brand Activism and Marketplace Sentiments

Dreslerska, Julita LU and Johansson, Sarah LU (2022) BUSN39 20221
Department of Business Administration
Abstract
The aim of the study is to investigate how doppelgänger marketplace sentiments about an iconic brand are shaped by cultural branding and anti-brand activism. The study adopts a sociocultural view on consumer emotions, hence it takes a CCT approach. Theories used consist of marketplace sentiments, cultural branding as well as consumer resistance. The study is a case study of a specific brand and holds the ontological view of relativism, followed by the social constructionism viewpoint and a qualitative research design. The data were collected through semi-structured interviews and consist of consumer stories. The stories convey primarily negative emotions of an iconic brand. The study took into account the actions of marketplace actors,... (More)
The aim of the study is to investigate how doppelgänger marketplace sentiments about an iconic brand are shaped by cultural branding and anti-brand activism. The study adopts a sociocultural view on consumer emotions, hence it takes a CCT approach. Theories used consist of marketplace sentiments, cultural branding as well as consumer resistance. The study is a case study of a specific brand and holds the ontological view of relativism, followed by the social constructionism viewpoint and a qualitative research design. The data were collected through semi-structured interviews and consist of consumer stories. The stories convey primarily negative emotions of an iconic brand. The study took into account the actions of marketplace actors, namely the influence of cultural branding and anti-brand activism on consumer meanings. The findings consist of eight doppelgänger sentiments: disgust; anger; sadness embracing both nostalgia and disappointment; anxiety; ambivalence; hope and appreciation which altogether enhance the existing findings on marketplace sentiments. The doppelgänger sentiments show that consumer meanings are rarely one-sided even if they were mostly negative among the sample. Additionally, the findings question the effectiveness of cultural branding, that is if cultural branding always leads to meaningful consumer-iconic brand relationships. (Less)
Please use this url to cite or link to this publication:
author
Dreslerska, Julita LU and Johansson, Sarah LU
supervisor
organization
course
BUSN39 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
marketplace sentiments, cultural branding, consumer resistance, culture jamming, anti-brand activism, doppelgänger brand image, iconic brands, CCT, McDonald's
language
English
id
9089717
date added to LUP
2022-06-28 09:53:56
date last changed
2022-06-28 09:53:56
@misc{9089717,
  abstract     = {{The aim of the study is to investigate how doppelgänger marketplace sentiments about an iconic brand are shaped by cultural branding and anti-brand activism. The study adopts a sociocultural view on consumer emotions, hence it takes a CCT approach. Theories used consist of marketplace sentiments, cultural branding as well as consumer resistance. The study is a case study of a specific brand and holds the ontological view of relativism, followed by the social constructionism viewpoint and a qualitative research design. The data were collected through semi-structured interviews and consist of consumer stories. The stories convey primarily negative emotions of an iconic brand. The study took into account the actions of marketplace actors, namely the influence of cultural branding and anti-brand activism on consumer meanings. The findings consist of eight doppelgänger sentiments: disgust; anger; sadness embracing both nostalgia and disappointment; anxiety; ambivalence; hope and appreciation which altogether enhance the existing findings on marketplace sentiments. The doppelgänger sentiments show that consumer meanings are rarely one-sided even if they were mostly negative among the sample. Additionally, the findings question the effectiveness of cultural branding, that is if cultural branding always leads to meaningful consumer-iconic brand relationships.}},
  author       = {{Dreslerska, Julita and Johansson, Sarah}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Doppelgänger Sentiments: A Qualitative Study on Cultural Branding, Anti-brand Activism and Marketplace Sentiments}},
  year         = {{2022}},
}