Bibliographische Detailangaben
Beteiligte: Griffiths, Merlyn A.
In: Journal of Product & Brand Management, 27, 2018, 4, S. 404-414
veröffentlicht:
Emerald
Medientyp: Artikel, E-Artikel

Nicht angemeldet

weitere Informationen
Umfang: 404-414
ISSN: 1061-0421
DOI: 10.1108/jpbm-01-2017-1385
veröffentlicht in: Journal of Product & Brand Management
Sprache: Englisch
Schlagwörter:
Kollektion: Emerald (CrossRef)
Inhaltsangabe

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is growing across a wide range of industries. The author defines this concept as brand vulgarity and explores the practice, as it situates in the midst of irony, as terms commonly held as taboo and societally indecent, are moving into the mainstream.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>This study draws on the established literature in branding, profanity and ironic marketing to create a conceptual framework through which to understand brand vulgarity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Brand vulgarity is intended to capture attention. However, several factors influence consumer receptivity and acceptance. These factors include perceived offensiveness exposure and the reclaiming and reappropriation of vulgar terms. Brand vulgarity not only challenges traditional approaches to nomenclature in branding but the building of brand image as well.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Social implications</jats:title> <jats:p>The marketplace has become a brand war demarcated by fierce competition each entity vying for attention. The use of vulgar terminology and the growing ease of consumer receptivity calls to question changes in sociocultural sensitivity and its influence on social acceptance of brand vulgarity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This work breaks new ground as the first to introduce the concept of brand vulgarity and examine the practice across multiple industries.</jats:p> </jats:sec>