Brand, Identity and Reputation: Exploring, Creating New Realities ...

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Session 7.4 Brand Governance in Social Networking Site Communities David Falls, University of Ulster, United Kingdom Geoff Simmons, University of Ulster, United Kingdom Adele Dunn, University of Ulster, United Kingdom Mark Palmer, University of Birmingham, United Kingdom The Building of Brand Affective Equity How Do People Like Kiva and Zopa: An investigation into the social media? Djamchid Assadi, Burgundy School of Business, France Arvind Ashta, Burgundy School of Business, France When Individual Experience becomes Brand Communication: Influence of Dialogue Enabling Networks Githa Heggde, Welingkar Education, India Pandrang Row, Welingkar Education, India Impact of Storytelling on Consumer Behavior: The Case of Storytelling and Website‘s Stickiness Djamchid Assadi, Burgundy School of Business, France Lubna Nafees, Institute of Management technology, India 198
Brand Governance in Social Networking Site Communities David Falls, University of Ulster, United Kingdom Geoff Simmons, University of Ulster, United Kingdom Adele Dunn, University of Ulster, United Kingdom Mark Palmer, University of Birmingham, United Kingdom Introduction The continued growth of social networking sites has attracted considerable interest in both marketing research and practice. Marketers have proved eager to exploit the potential the sites offer (Helm & Jones, 2010). Foremost has been the prospect of leveraging the sites to engage with virtual communities of consumers (Jones, Temperley, & Lima, 2009). However the sites can present a host of challenges to brand managers. On the one hand virtual communities which champion brands have been identified (Cova & Pace, 2006). Others in contrast draw attention to activists or saboteurs, capable of creating brand uncertainty (Cova, Kozinets, & Shankar, 2007; Kucuk, 2008; Kucuk, 2010). Through social networking sites brands can be exposed to a wide audience increasing the coverage awarded to the brand. Additionally, through the selection and interpretation of brand events the sites can contribute to the framing of the brand in positive or negative terms. This framing can provide audiences with visible public approval or disapproval of brands and their associated actions. Importantly however, traditional brand management practices from previous operating environments may no longer be valid in the context of social networking sites. Overall, it is fair to say that the approaches and processes by which brand managers can govern the brand within its associated community on social networking sites are under-researched and under-theorised. Purpose It follows that the overall aim of this paper is to present a state-of-the-art review of the brand management literature. Specific objectives are to identify and define the conceptual bases for understanding brand governance in relation to social networking site communities. The case for investigating governance as a practice of brand management can be made from a synthesis of the literature. First, Helm & Jones (2010) present social networking technologies as a key risk factor to future brand equity that needs to be addressed. In an age of social networking firms need to implement procedures to mitigate the risks these platforms can present to their corporate reputation or brand image (Jones et al., 2009). However few studies examining branding have attempted to recognise the role of brand governance processes and the concomitant outcomes within social networking environments. Second, the marketing discipline has witnessed a transition from a transactional to a relational orientation (Vargo & Lusch, 2004). The result is an explicit recognition of the reciprocal co-creation of value between brands and networks of consumers. Within this context brands are presented as a platform for the exploration of power dynamics (Boyle, 2007; Hatch & Schultz, 2010). Third, the hegemony of consumer communities over brands on social networking platforms can interfere with brand values (Christodoulides, 2009). Arvidsson (2005) comments that brand management is not a disciplinarian practice and notes the absence of sanctions. However a number of authors call for brand management to take a prominent role in protecting brand equity (Helm & Jones, 2010; M'zungu, Merrilees, & Miller, 2010). Finally, extant studies of virtual communities of consumers display an orientation towards the consumer-to-consumer interactions and behaviours within the community. Subsequently such studies overlook interactions between the brand owner and the virtual community. This is despite the recognised challenge of interacting with the collective actor of community (Cova & Pace, 2006). Moreover it is acknowledged that brands provide the loci for relationships to develop between the consumer and the firm, with governance viewed as an endogenous relationships facet (Bello, Katsikeas, & Robson, 2010). This paper begins to address the limitations of the existing brand literature by theorising the role of brand governance within social networking site communities. A review and synthesis of the brand, virtual community and governance literatures, enables the conceptual bases for understanding brand governance in social networking site communities to be identified and defined. A conceptual framework derived from this review is presented in Figure 1 and subsequently discussed. Towards a Conceptualisation Governance has been variably defined within the broader marketing and management disciplines. Palmer (1998) views it as the means of regulating relationships between a system‘s inter-related components. Anderson & Coughlan (2002) term governance as a set of frameworks designed ‗to insure orderly pursuit of goals and resolution of conflict‘ (p. 224). Heide (1994) provides another, broader perspective encompassing all activities from relationship creation to termination. This range of activities includes the mechanisms required to structure and control the relationship. Subsequently, brand governance in social networking site communities is offered as a practice encompassing the structuring and maintenance of the relationship between the brand and the community, the aim of which is brand equity protection. 199
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Page 151 and 152: Country-of-Origin Effects on Brand
Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
Page 157 and 158: use games consoles (Childwise, 2001
Page 159 and 160: Plenary Session 2 Brand Performance
Page 161 and 162: Uncles, M.D. & Kwok, S. (2008). Gen
Page 163 and 164: Brand Management Framework Empirica
Page 165 and 166: Coneptualising Branding in Indian P
Page 167 and 168: characteristics could be zeroed upo
Page 169 and 170: Concentrating on the actual practic
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Page 175 and 176: Importance of Country Image to Mega
Page 177 and 178: Table 1: Evaluative Responses for t
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Page 181 and 182: Brown, T. J., Dacin, P. A., Pratt,
Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
Page 189 and 190: Conclusion Public sector organisati
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Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
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Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
Page 217 and 218: 11. ETI 2010. Ethical Trading Initi
Page 219 and 220: When investigating unique significa
Page 221 and 222: Session 8.2 Closing the Gaps - the
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Page 231 and 232: Segmenting McDonalds: Measuring Bra
Page 233 and 234: A simple eyeballing of the segment
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Page 237 and 238: Session 8.3 Brand Attitudes and the
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Page 245 and 246: Exploring differences in product at
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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