Pulling the White Rabbit Out of the Hat: Consuming Brands in Imperial China
We trace branding in China from the Song Dynasty (960-1127) to contemporary times. In many cases brands were developed by consumers or the government, instead of or in addition to the seller. This demonstrates a consumer initiated branding system that developed independently of brand management initiatives. The contention that multiple stakeholders define the brand in the marketplace challenges the conceptualization of brand management as a manager centered activity. Rather than assuming that managers define brands through marketing communication, the co-creative nature of brand development suggests that brands evolve in co-operative circles where successful brands align themselves with the consumers they seek to establish relationships with.
Giana Eckhardt and Anders Bengtsson (2007) ,"Pulling the White Rabbit Out of the Hat: Consuming Brands in Imperial China", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 128-128.
Giana Eckhardt, Suffolk University, USA
Anders Bengtsson, Suffolk University, USA
E - European Advances in Consumer Research Volume 8 | 2007
Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University
K13. When Does Humor Increase Sharing?
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School