Lonely Rebel Or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands
This study investigates the link between brand-induced activism, stakeholder framing and legitimation processes evolving around the emerging market practice of crowd-funding. The discursive inquiry into online discussions on an activist brand reveals the moral positioning and rhetoric tactics of three discursive coalitions: of moral architects, moral archeologists, and moral disenchanters.
Verena E. Stoeckl (2014) ,"Lonely Rebel Or Pioneer of the Future? Towards an Understanding of Moral Stakeholder Framing of Activist Brands", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 371-376.
Verena E. Stoeckl, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 42 | 2014
A Model of Consumer Self-Regulation Failure
Keith Wilcox, Columbia University, USA
H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation
Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA