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Building nightclub brand personality via guest selection

Aagerup, Ulf, 1969- (författare)
Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER)
2019
Engelska.
Ingår i: International Journal of Hospitality Management. - Oxford : Elsevier. - 0278-4319 .- 1873-4693.
  • Tidskriftsartikel (refereegranskat)
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  • <p>This paper identifies that guest selection at exclusive nightclubs is a brand building process, and that the guests’ primary value to the clubs therefore is the image they bestow on the brand. The paper contributes to theory by providing empirical support for several mechanisms that have previously been stipulated in literature. It validates that companies build brand personality by controlling typical user imagery, and that for self-expressive product categories, negative user stereotypes are particularly powerful. It supports the theory of symbolic brand avoidance, as well as the notion that social rejection encourages people to elevate their perceptions of their rejecters and strengthens their predilection to affiliate with them. For practitioners, the paper shows managers in the hospitality industry that it is possible to build brands by controlling who is allowed to become a brand-user, and under which conditions this applies. © 2019 Elsevier Ltd</p>

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Brand personality
Nightclubs
Self-expressive consumption
Symbolic consumption
User imagery

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