Exploring the Legality of Consumer Anti-branding Activities in the Digital Age

S. Umit Kucuk ()
Additional contact information
S. Umit Kucuk: City University of Seattle

Journal of Business Ethics, 2016, vol. 139, issue 1, No 6, 77-93

Abstract: Abstract The importance of “brand dilution” is changing with the rise in internet-mediated consumer power and increasing consumer involvement in the brand identity and message creation processes. In light of recent legal rulings, this study re-conceptualizes brand dilution as a matter of counter-posed brand meanings and associations in digital markets. Anti-branding dilution cases from both a blurring and a tarnishment dilution basis are examined through consumer interviews. The results show that consumer anti-branding has less potential for brand dilution, and more potential for brand identity collusion. By addressing both legal and marketing views of the meaning systems associated with the dilution versus collusion perspectives, this study provides an approach for understanding anti-branding dilution discussions and a way to develop better functioning branding exchange systems for digital markets. Consequently, possible changes in future branding ownership issues for digital markets are envisioned.

Keywords: Brand dilution; Anti-branding; Digital branding; Brand ownership and consumer rights (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1007/s10551-015-2585-5 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jbuset:v:139:y:2016:i:1:d:10.1007_s10551-015-2585-5

Ordering information: This journal article can be ordered from
http://www.springer. ... cs/journal/10551/PS2

DOI: 10.1007/s10551-015-2585-5

Access Statistics for this article

Journal of Business Ethics is currently edited by Michelle Greenwood and R. Edward Freeman

More articles in Journal of Business Ethics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().