Brand–brand relational moments

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dc.contributor.author Ramadan, Zahy B.
dc.date.accessioned 2020-01-16T12:12:36Z
dc.date.available 2020-01-16T12:12:36Z
dc.date.copyright 2019 en_US
dc.date.issued 2020-01-16
dc.identifier.issn 1350-231X en_US
dc.identifier.uri http://hdl.handle.net/10725/11736 en_US
dc.description.abstract Marketing has evolved from being mainly transactional based to relationship driven. As social media platforms facilitated a two-way communication channel between brands and consumers, they also made it possible for brands to have their own conversations. In fact, such brand–brand conversations are found on Twitter and are increasingly going viral as followers become intrigued and excited around such creative brand exchanges. Interestingly enough, when non-human brands engage in relational moments, they forge even further their brand personalities and become highly anthropomorphized by their followers. These relational moments present high risks and opportunities for companies and are still under-researched. Through a qualitative approach using an inductive thematic analysis to analyze a total of 17,136 comments from brand followers on Twitter, the research studies brand–brand conversations leading to the typology of such relational moments. The findings map six brand–brand relational moments alongside the different inherent strategies, objectives, and desired outcomes from such conversations. This research is among the first to establish the grounds for a brand–brand relationship alongside a typology for such relational moments. While most of the researches focus on relational building between brands and consumers, this research shows that brand–brand relationship moments could be an influencing factor on consumers’ brand perceptions. en_US
dc.language.iso en en_US
dc.title Brand–brand relational moments en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Journal of Brand Management en_US
dc.journal.volume 26 en_US
dc.journal.issue 6 en_US
dc.article.pages 705-716 en_US
dc.keywords Brand management en_US
dc.keywords Brand–brand relationship en_US
dc.keywords Social media en_US
dc.keywords Marketing strategy en_US
dc.keywords Twitter en_US
dc.identifier.doi https://doi.org/10.1057/s41262-019-00163-9 en_US
dc.identifier.ctation Ramadan, Z. B. (2019). Brand–brand relational moments. Journal of Brand Management, 26(6), 705-716. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://link.springer.com/article/10.1057/s41262-019-00163-9 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

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