The case of "difficult" brands

Harrison, Paul and Hartley, Nicole (2007) The case of "difficult" brands. Journal of Product and Brand Management, 16 4: 286-287. doi:10.1108/10610420710763976

Author Harrison, Paul
Hartley, Nicole
Title The case of "difficult" brands
Journal name Journal of Product and Brand Management   Check publisher's open access policy
ISSN 1061-0421
Publication date 2007
Sub-type Critical review of research, literature review, critical commentary
DOI 10.1108/10610420710763976
Volume 16
Issue 4
Start page 286
End page 287
Total pages 2
Place of publication Yorks, U.K.
Publisher Emerald Group Publishing
Language eng
Formatted abstract
Purpose: To examine an atypical member of the brand family, “difficult” brands, defined as brands that have intermittent availability, and have
inherent performance risks, that, contrary to traditional marketing teachings, may have a positive influence on consumer evaluation and brand loyalty.

Findings: Through an examination of the underlying social and psychological reasons that consumers might be attracted to difficult brands, an alternative approach to the marketing of these types of brands might be warranted.

Practical implications:
The conceptualisation of difficult brands provides marketers with a means to identify potential antecedents to brand bonding
under atypical marketing conditions.

Originality/value: Suggests how researchers, and marketing practitioners might go about understanding the nature of the bond that consumers form
with these types of brands, and therefore, how they can take advantage of consumers’ desire to develop a relationship with a difficult brand.
Keyword Brands
Brand loyalty
Consumer behaviour
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Critical review of research, literature review, critical commentary
Collections: ERA 2012 Admin Only
UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 2 times in Scopus Article | Citations
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Created: Wed, 19 Oct 2011, 16:57:32 EST by Karen Morgan on behalf of UQ Business School