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dc.contributor.authorTornberg, Jussi
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorNiininen, Outi
dc.contributor.editorNiininen, Outi
dc.date.accessioned2023-03-14T08:48:55Z
dc.date.available2023-03-14T08:48:55Z
dc.date.issued2023
dc.identifier.citationTornberg, J., Karjaluoto, H., & Niininen, O. (2023). Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation. In O. Niininen (Ed.), <i>Social Media for Progressive Public Relations</i> (pp. 37-54). Routledge. <a href="https://doi.org/10.4324/9781003177791-5" target="_blank">https://doi.org/10.4324/9781003177791-5</a>
dc.identifier.otherCONVID_150952507
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/86009
dc.description.abstractThis chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily understudied among scholars. This study addresses the focal phenomenon by examining consumers and the role of social media within the research context. The key theoretical concepts introduced in this chapter include brand polarisation, brand attitude, brand relationships, brand love, brand hate, brand experience and social media brand communities. Using ten in-depth, semi-structured interviews, 36 loved and/or hated brands were discussed by the study participants. The findings demonstrate how polarised consumer opinions towards brands are shaped and how social media affect this matter. Finally, this chapter combines the theoretical and empirical findings into a conceptual model to illustrate the development of brand polarisation through its distinct drivers.en
dc.format.extent270
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofSocial Media for Progressive Public Relations
dc.rightsIn Copyright
dc.titleSimultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation
dc.typebookPart
dc.identifier.urnURN:NBN:fi:jyu-202303142163
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineHyvinvoinnin tutkimuksen yhteisöfi
dc.contributor.oppiaineTyön ja johtamisen muuttuminen digitaalisessa ajassafi
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineSchool of Wellbeingen
dc.contributor.oppiaineEmergent work in the digital eraen
dc.type.urihttp://purl.org/eprint/type/BookItem
dc.relation.isbn978-1-032-01233-9
dc.type.coarhttp://purl.org/coar/resource_type/c_3248
dc.description.reviewstatuspeerReviewed
dc.format.pagerange37-54
dc.type.versionacceptedVersion
dc.rights.copyright© 2023 selection and editorial matter, Outi Niininen; individual chapters, the contributors
dc.rights.accesslevelopenAccessfi
dc.subject.ysoviestintä
dc.subject.ysobrändit
dc.subject.ysoasiakkaat
dc.subject.ysososiaalinen media
dc.subject.ysositoutuminen (toiminta)
dc.subject.ysopolarisaatio (yhteiskuntatieteet)
dc.subject.ysoyritykset
dc.subject.ysomarkkinointiviestintä
dc.subject.ysokuluttajat
dc.subject.ysomainonta
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p36
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p3294
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p13419
jyx.subject.urihttp://www.yso.fi/onto/yso/p24668
jyx.subject.urihttp://www.yso.fi/onto/yso/p3128
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
jyx.subject.urihttp://www.yso.fi/onto/yso/p1397
jyx.subject.urihttp://www.yso.fi/onto/yso/p1232
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.4324/9781003177791-5
dc.type.okmA3


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