Abstract
This paper explores the potential active role of commercial brands in bringing about radical political change. Based on an analysis of three marketing campaigns launched during the Arab Spring, the paper identifies three forms of brand involvement in radical political change: active incitement to engagement in political activities; fertilisation of the idea of radical political change; positioning and inducement of political beliefs. The discussion elaborates on the differences between the three types of brand involvement in terms of agency, cognitive dimension and impact on self- concept. The paper concludes by addressing how brand involvement in radical political change may impact on individual citizens, societies and businesses.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of 9th Global Brand Conference of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group (SIG) |
| Subtitle of host publication | The Trouble with Brands: Provocations and Possibilities |
| Publisher | Academy of Marketing |
| Publication status | Published - 2014 |
| Event | 9th Global Brand Conference: The Trouble with Brands: Provocations and Possibilities - University of Hertfordshire, United Kingdom Duration: 9 Apr 2014 → 11 Apr 2014 Conference number: 9 https://www.research.herts.ac.uk/ws/portalfiles/portal/7001478/GLOBAL_BRAND_CONFERENCE_2014_SCHEDULE_v7_31Mar.pdf |
Conference
| Conference | 9th Global Brand Conference |
|---|---|
| Country/Territory | United Kingdom |
| Period | 9/04/14 → 11/04/14 |
| Internet address |