Digital Brand Disruption - How Opinion Leaders Evoke Unexpected Brand Meanings

Daniel Dietrich

Marketing Review St.Gallen, 2018, vol. 35, issue 2, 66-72

Abstract: Digital brand management demands anticipatory awareness for the origin of brand meanings. As opinion leaders acquire psychological brand ownership to construct self-identities, they inevitable influence a brand's public perception. An exploration of the brands Birkenstock and New Balance demonstrates the disruptive capacity of today's opinion leaders.

Date: 2018
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