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Are you a Lover or a Hater?: The Impact of the Brand Polarization Marketing Strategy on the Miracle Whip Facebook Brand Community

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Title: Are you a Lover or a Hater?: The Impact of the Brand Polarization Marketing Strategy on the Miracle Whip Facebook Brand Community
Author: Alvarado, Jennifer
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Aung, May
Abstract: This thesis explores the phenomenon of brand polarization, defined as the creation of brand dislike through offensive marketing tactics directed at one group of consumers in order to have a positive impact on another consumer segment. Currently, no academic study and evidence of this phenomenon exists. A netnographic investigation on the Miracle Whip Facebook brand page is used to uncover brand polarization strategies, the impact of these strategies on brand community, and the resulting construction of symbolic boundaries. This study finds that brand polarization is not about one specific strategy used over one specific period of time, but about multiple strategies used gradually. Particularly, consciousness of a kind in a brand community is affected and many different boundaries are formed. The findings extend previous brand community literature by broadening the brand community definition and taking into account the impact from beyond. Managerial implications are also offered.
URI: http://hdl.handle.net/10214/8214
Date: 2014-06


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