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
When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA
K13. When Does Humor Increase Sharing?
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore