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Standing Out by Standing Up: Brand Differentiation and Minority Influence Theory: An Abstract
Royal Institute of Technology (KTH), Stockholm.
Royal Institute of Technology (KTH), Stockholm.
Royal Institute of Technology (KTH), Stockholm.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2018 (English)In: Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / [ed] Nina Krey, Patricia Rossi, Cham: Springer, 2018, p. 413-414Conference paper, Published paper (Refereed)
Abstract [en]

This paper examines how Minority Influence Theory, originally from Social Psychology Literature, can be used in marketing strategy to aid brand differentiation. More specifically, it looks at a set of criteria for brands to evaluate prior to aligning themselves with controversial topics for differentiation purposes. It assesses the role of strategic brand management, using Minority Influence Theory, and suggests conditions for aligning a brand with a controversial issue successfully. This paper presents three propositions for practitioners and researchers to explore with respect to Minority Influence Theory

Place, publisher, year, edition, pages
Cham: Springer, 2018. p. 413-414
Series
Developments in Marketing Science : Proceedings of the Academy of Marketing Science, ISSN 2363-6165
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-66918DOI: 10.1007/978-3-319-66023-3_144ISBN: 978-3-319-66022-6 (print)ISBN: 978-3-319-66023-3 (electronic)OAI: oai:DiVA.org:ltu-66918DiVA, id: diva2:1163205
Conference
2017 Academy of Marketing Science (AMS) Annual Conference, AMSAC 2017, Coronado, CA, 24-26 May 2017
Available from: 2017-12-06 Created: 2017-12-06 Last updated: 2017-12-06Bibliographically approved

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