The case of “difficult” brands
Abstract
Purpose
To examine an atypical member of the brand family, “difficult” brands, defined as brands that have intermittent availability, and have inherent performance risks, that, contrary to traditional marketing teachings, may have a positive influence on consumer evaluation and brand loyalty.
Findings
Through an examination of the underlying social and psychological reasons that consumers might be attracted to difficult brands, an alternative approach to the marketing of these types of brands might be warranted.
Practical implications
The conceptualisation of difficult brands provides marketers with a means to identify potential antecedents to brand bonding under atypical marketing conditions.
Originality/value
Suggests how researchers, and marketing practitioners might go about understanding the nature of the bond that consumers form with these types of brands, and therefore, how they can take advantage of consumers' desire to develop a relationship with a difficult brand.
Keywords
Citation
Harrison, P. and Hartley, N. (2007), "The case of “difficult” brands", Journal of Product & Brand Management, Vol. 16 No. 4, pp. 286-287. https://doi.org/10.1108/10610420710763976
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited