The case of "difficult" brands

Harrison, Paul and Hartley, Nicole 2007, The case of "difficult" brands, Journal of product & brand management, vol. 16, no. 4, pp. 286-287, doi: 10.1108/10610420710763976.

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Title The case of "difficult" brands
Author(s) Harrison, PaulORCID iD for Harrison, Paul
Hartley, Nicole
Journal name Journal of product & brand management
Volume number 16
Issue number 4
Start page 286
End page 287
Publisher Grayson Associates
Place of publication Santa Barbara, Calif.
Publication date 2007
ISSN 1061-0421
Keyword(s) brand loyalty
consumer behaviour
Summary 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.
Language eng
DOI 10.1108/10610420710763976
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2007, Emerald Group Publishing Limited
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Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
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