Dramas of a Patriotic Brand: Conflicts on the Process of Legitimating the Local Belongingness of a Brand
We analyzed the conflicts involved in the legitimation of a brand local belongingness. We carried out a netnography on the perception of the Fiat brand on Italy. Results highlight the belongingness created from a social drama, in which the brand is analyzed through the moral frame of its consumers.
Citation:
Marlon Dalmoro, João Pedro Dos S. Fleck, and Giandomenico Iembo (2017) ,"Dramas of a Patriotic Brand: Conflicts on the Process of Legitimating the Local Belongingness of a Brand", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 32-33.
Authors
Marlon Dalmoro, Univates, Brazil
João Pedro Dos S. Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Giandomenico Iembo, Univates, Brazil
Volume
LA - Latin American Advances in Consumer Research Volume 4 | 2017
Share Proceeding
Featured papers
See MoreFeatured
When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?
Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA
Featured
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA
Featured
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA