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.
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.
Marlon Dalmoro, Univates, Brazil
João Pedro Dos S. Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Giandomenico Iembo, Univates, Brazil
LA - Latin American Advances in Consumer Research Volume 4 | 2017
On Politics, Morality, and Consumer Response to Negative Publicity
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
A Salience Theory of Three Novel Exposure Effects
Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA
M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude
Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA