Dirt! - an Interpretive Study of Negative Opinions About a Brand Extension

How can researchers and managers understand the notions and feelings behind unfavorable responses to a brand extension? Using a sociocultural perspective on purity and impurity (Douglas 1966), this paper explores the usefulness of thinking about negative opinions in terms of reactions to dirt. The metaphor informs an interpretation of negative comments in an internet discussion forum, on the introduction of a new car model from Porsche. Conceptions of dirt as disturbing and upsetting; risky and dangerous; and immoral and blameworthy, are employed to develop new insights into the intersection between brands, brand extensions, and consumers.

Citation:

Henrik Sjodin (2005) ,"Dirt! - an Interpretive Study of Negative Opinions About a Brand Extension", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 92-96.