Pregled bibliografske jedinice broj: 1155600
To be or not to be cancelled: tackling the challenges of cancel culture in brand management
To be or not to be cancelled: tackling the challenges of cancel culture in brand management // Proceedings of 27th CROMAR Congress
Osijek, Hrvatska, 2021. str. 227-246 (predavanje, recenziran, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1155600 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
To be or not to be cancelled: tackling the
challenges of cancel culture in brand management
Autori
Pušić, Ana ; Vojvodić, Katija
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of 27th CROMAR Congress
/ - , 2021, 227-246
Skup
27th CROMAR Congress
Mjesto i datum
Osijek, Hrvatska, 22.09.2021. - 25.09.2021
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Recenziran
Ključne riječi
brand management, cancel culture, consumer power, marketing concepts, Millennials, Generation Z
Sažetak
Purpose: The emerging phenomenon of cancel culture is taking the world by storm, leaving nothing and no one indifferent or untouchable. It poses a great challenge to manage a brand in a familiar, stable manner without facing serious consequences. Such an environment is especially fostered by Millennials and Generation Z, who wield immense power with the help of the liberality of the internet. As a result, brands need to be very careful about the decisions they make regarding their business. Therefore, the aim of this paper is threefold. First, we aim to introduce the concept of cancel culture and its implications in the context of brand management. The second objective is to propose a framework to present the course of brand management in coexistence with cancel culture. Finally, we aim to provide a basis for considering whether we have entered a consumer power marketing concept. Methodology: To this end, qualitative research methods, particularly content analysis and the case study approach, are used. Results: The paper contributes to broadening the understanding of cancel culture in the brand management literature. In addition, the propositions for further studies are suggested by providing several research frameworks. Conclusion: More than ever, the power of consumers cannot be overlooked by brands, and this is strongly confirmed by the growing phenomenon of cancel culture. It is of utmost importance for brands to find ways to cope and thrive in such a culture while keeping consumers satisfied.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Sveučilište u Dubrovniku
