Search results

1 – 10 of 11
Per page
102050
Citations:
Loading...
Available. Content available
Article
Publication date: 13 March 2017

Dr Cheryl Leo and Jillian C. Sweeney

450

Abstract

Details

Journal of Service Theory and Practice, vol. 27 no. 2
Type: Research Article
ISSN: 2055-6225

Available. Content available
Article
Publication date: 1 March 2011

1463

Abstract

Details

International Journal of Bank Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0265-2323

Available. Content available
Article
Publication date: 1 February 2011

727

Abstract

Details

International Journal of Bank Marketing, vol. 29 no. 1
Type: Research Article
ISSN: 0265-2323

Available. Content available
Article
Publication date: 5 October 2017

Nadia Zainuddin and Rebekah Russell-Bennett

828

Abstract

Details

Journal of Social Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 2042-6763

Available. Open Access. Open Access
Article
Publication date: 7 May 2021

Alfonso Siano, Maria Giovanna Confetto, Agostino Vollero and Claudia Covucci

In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been…

4229

Abstract

Purpose

In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon.

Design/methodology/approach

A Delphi-based survey among both academic and professional experts was conducted to explore the key features of brand hijacking and expand existing theories.

Findings

The results of the Delphi survey enable the main brand hijacking actions to be mapped, based on two motivational axes (utilitarian–idealistic and destructive–constructive) and on the various intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation.

Practical implications

Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand reputational damage and brand repositioning.

Originality/value

The paper helps to shed light on the main components of brand hijacking, thus gaining expert consensus in refining the existent conceptualization in relation to a rapidly changing brand management scenario because of the gradual loss by brand managers of their traditional control.

Details

Journal of Product & Brand Management, vol. 31 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Available. Content available
Book part
Publication date: 29 July 2009

Abstract

Details

Biennial Review of Health Care Management: Meso Perspective
Type: Book
ISBN: 978-1-84855-673-7

Available. Content available
Article
Publication date: 21 September 2015

Chris Abbott

139

Abstract

Details

Journal of Assistive Technologies, vol. 9 no. 3
Type: Research Article
ISSN: 1754-9450

Available. Content available
Book part
Publication date: 22 August 2019

Brett Lashua

Abstract

Details

Popular Music, Popular Myth and Cultural Heritage in Cleveland: The Moondog, The Buzzard, and the Battle for the Rock and Roll Hall of Fame
Type: Book
ISBN: 978-1-78769-156-8

Available. Content available
Book part
Publication date: 11 November 2020

Abstract

Details

Government and Public Policy in the Pacific Islands
Type: Book
ISBN: 978-1-78973-616-8

Available. Content available
Book part
Publication date: 23 August 2022

Free Access. Free Access

Abstract

Details

Global Meaning Making
Type: Book
ISBN: 978-1-80117-933-1

Access

Only content I have access to

Year

Content type

1 – 10 of 11
Per page
102050