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



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