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
Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework
Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA
E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time
Wumei Liu, Lanzhou University
Stacy Wood, North Carolina State University