Advantages of Brand Polarization? Exploring Potential Beneficiaries: Structured Abstract

Osuna Ramirez, S. A., Veloutsou, C. and Morgan-Thomas, A. (2019) Advantages of Brand Polarization? Exploring Potential Beneficiaries: Structured Abstract. Academy of Marketing Science Annual Conference, Vancouver, Canada, 25-31 May 2019.

Abstract

Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies in the case of brand polarization. To this end, the paper reports research findings on the benefits of brand polarization. To identify possible advantages of brand polarization for any involved party data was also collected through 22 semi-structured interviews. The analysis of the interviews identified three parties that can benefit from brand polarization: the polarizing brand as an independent entity, the brand team behind the polarizing brand and the passionate consumers involved with the polarizing brand. The data reveals specific advantages of brand polarization associated with the three parties involved.

• Item Type: Conference or Workshop Item
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Morgan-Thomas, Professor Anna and Osuna Ramirez, Mr Sergio Andres and Veloutsou, Professor Cleopatra
• Authors: Osuna Ramirez, S. A., Veloutsou, C., and Morgan-Thomas, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management