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Journal articles on the topic 'Resistance to marketing'

Author: Grafiati

Published: 10 March 2023

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1

Chambliss, Elizabeth. "Marketing Legal Assistance." Daedalus 148, no. 1 (January 2019): 98–105. http://dx.doi.org/10.1162/daed_a_00541.

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Much of the American conversation about access to justice focuses on regulatory barriers to new forms of service delivery and treats regulatory resistance as the primary problem to be solved. Meanwhile, obstacles to consumer awareness and engagement have received less attention. This essay reverses the order of analysis and considers strategies for expanding access first from a marketing perspective. What models of legal assistance have been most successful in building consumer awareness and trust? To what extent can successful marketing help to sidestep or overcome regulatory resistance? And what are the implications for reformers interested in expanding access to justice?

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Tinson, Julie, Angeline Close, Linda Tuncay Zayer, and Peter Nuttall. "Attitudinal and behavioral resistance: A marketing perspective." Journal of Consumer Behaviour 12, no. 6 (October 11, 2013): 436–48. http://dx.doi.org/10.1002/cb.1445.

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Appel, Markus. "Affective resistance to narrative persuasion." Journal of Business Research 149 (October 2022): 850–59. http://dx.doi.org/10.1016/j.jbusres.2022.05.001.

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O’Shaughnessy, John. "Book Review: Resistance and Persuasion." Journal of Macromarketing 25, no. 1 (June 2005): 99–103. http://dx.doi.org/10.1177/0276146705275296.

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Ferguson, Shelagh, Jan Brace-Govan, Janet Hoek, and Matthew Mulconroy. "Managing Smokefree Momentum: Young RYO Smokers’ Responses to Tobacco Endgame Strategies." Journal of Macromarketing 40, no. 2 (April 30, 2020): 250–65. http://dx.doi.org/10.1177/0276146720920674.

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As more countries set smoking endgame goals and introduce measures to denormalize smoking, smokers’ experience of stigma may intensify and require new management strategies. Probing the tension between environmental changes that support population-level behaviour change and individuals’ sense making, which occurs at a micro, everyday level, provides unique insights into reactance, agency and stigma. Using a Foucauldian informed approach, we analyze how young RYO (roll-your-own tobacco) smokers internalize neoliberal marketplace economic norms and create positions of resistance. Experience-based videographies and in-depth interviews with 15 New Zealand young adults aged 20-30 illustrate how participants resist stigma and the social disapproval they experience. This analysis identifies how smoking denormalization affects practices and pleasures, and generates four discernible positions of resistance: Socialized, Comfort, Status and Pleasure Orientated Resistances. These highlight intersections between policy initiatives and consumer resistance, offering new insights relevant to public policy.

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Dwivedi, Yogesh K., Janarthanan Balakrishnan, Ronnie Das, and Vincent Dutot. "Resistance to innovation: A dynamic capability model based enquiry into retailers’ resistance to blockchain adaptation." Journal of Business Research 157 (March 2023): 113632. http://dx.doi.org/10.1016/j.jbusres.2022.113632.

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Christine, Marks, and Melani Prinsloo. "Authenticity in marketing: a response to consumer resistance?" Journal of Marketing and Consumer Behaviour in Emerging Markets 2015, no. 2 (2015): 15–32. http://dx.doi.org/10.7172/2449-6634.jmcbem.2015.2.2.

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Lessne, Greg J., and Nicholas M. Didow. "Inoculation theory and resistance to persuasion in marketing." Psychology and Marketing 4, no. 2 (1987): 157–65. http://dx.doi.org/10.1002/mar.4220040208.

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M. Woisetschläger, David, Vanessa J. Haselhoff, and Christof Backhaus. "Fans’ resistance to naming right sponsorships." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1487–510. http://dx.doi.org/10.1108/ejm-03-2012-0140.

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Purpose – The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance. Design/methodology/approach – The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance. Findings – Results indicate that sponsee- and sports-related variables, such as fan/regional identification and attitude toward commercialization, contribute to higher fan resistance. Furthermore, fans see themselves as in-group members who discriminate out-group members. As the sponsoring company takes over control and imposes a “threat” (the change of a stadium’s name) on the group’s ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans’ standpoints. Our findings confirm that sponsorship fit and perceived benefits of the sponsorship reduce fan resistance while the sponsor’s regional identification is unrelated to fan resistance. Research limitations/implications – Little attention has been paid on negative reactions to sponsorships in the existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a club's naming right, promotion campaigns during the venue and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions. Practical implications – Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between sponsor and fans to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy to avoid resistance, e.g. due to fans’ feelings of overt commercialism. Originality/value – Although naming right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (Cornwell et al., 2005).

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Collange, Véronique, and Adrien Bonache. "Overcoming resistance to product rebranding." Journal of Product & Brand Management 24, no. 6 (September 21, 2015): 621–32. http://dx.doi.org/10.1108/jpbm-10-2014-0730.

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Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conducted among 480 consumers to test the hypotheses and to quantify the impact of each variable. Findings – Surprise impacts attitudes toward product rebranding through a three-way process (automatic, higher-order cognitive, higher-order affective): a direct negative effect, an indirect effect mediated by incomprehension about the reasons for the change and an indirect effect mediated by the negative emotions generated by the change. Moreover, trust in firms diminishes the negative effects of anger, fear and sadness on attitudes toward product rebranding. Research limitations/implications – The research offers a better understanding of processes involved in the building of consumer attitudes toward brand name change. However, it only constitutes a first step in the attempt to understand the phenomena. Practical implications – This practice of brand name change is increasingly popular, but marketing managers are skeptical about the best way to implement it. The paper provides a better understanding of consumer reactions to product rebranding, so that marketing managers can make better decisions. It reveals guidance for successful brand name changes. Originality/value – This paper is the first to propose and to test a comprehensive model of the mental processes involved in the building of consumer attitudes toward product rebranding.

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Seth, Himanshu, Shalini Talwar, Anuj Bhatia, Akanksha Saxena, and Amandeep Dhir. "Consumer resistance and inertia of retail investors: Development of the resistance adoption inertia continuance (RAIC) framework." Journal of Retailing and Consumer Services 55 (July 2020): 102071. http://dx.doi.org/10.1016/j.jretconser.2020.102071.

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Valor, Carmen, Estela M. Díaz, and Amparo Merino. "The Discourse of the Consumer Resistance Movement." Journal of Macromarketing 37, no. 1 (July 26, 2016): 72–84. http://dx.doi.org/10.1177/0276146715627851.

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Little work has been done on understanding the ways in which resistant consumers interpret the causes and responsible agents for structures of domination. Drawing on collective action frames, we examine how a consumer resistance movement defines both its antagonists (adversarial framing) and its advocacy strategies for response (prognostic framing). Discourses of resistant consumers are analyzed through the lens of power, since to explore these frames is also to study the question of who is perceived as the locus of power and how power/resistance is exercised to achieve the movement’s goals. A kaleidoscopic framing emerges that reveals multiple points and forms of resistance. To counteract the underlying attribution of responsibility (the materialistic ideology dominant in Western societies), consumers bring into play a repertoire of actions that enable them to construct both themselves and others as ethical persons. Based on these findings the research contributes to the literature on consumer resistance by broadening the most commonly held vision of power, namely, power as domination and control possessed by distinctly identifiable agents. This study, by contrast, provides evidence of discourses that assume power is exercised in a reticular, shifting, and productive manner, a vision of power that corresponds closely to that articulated in the work of Foucault and Arendt. An emphasis on this perception of power relationships in the realm of consumer resistance extends and enriches understanding of a movement’s dynamics, whilst also enhancing the movement’s capacity to change the materialistic ideology that it refuses to accept.

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Nel, Jacques, and Christo Boshoff. "Traditional-bank customers' digital-only bank resistance: evidence from South Africa." International Journal of Bank Marketing 39, no. 3 (January 20, 2021): 429–54. http://dx.doi.org/10.1108/ijbm-07-2020-0380.

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PurposeDigital-only banks are emerging as challenger banks to the traditional-bank business model in South Africa. However, traditional-bank customers could resist the use of digital-only banks, theoretically due to their satisfaction with the status quo. Consequently, inertia arising from bias to traditional banks based on status quo satisfaction could engender their resistance to become customers of digital-only banks. The objective of the study, therefore, is to investigate how traditional-bank customers' inertia influences digital-only bank resistance.Design/methodology/approachBased on a literature review, digital-only bank adoption barriers and cognitive-based initial distrusting beliefs were identified as mediators of the influence of inertia on digital-only bank resistance. To test the mediation model empirically, data was collected from 610 traditional-bank-only customers.FindingsThe five adoption barriers fully mediate the influence of inertia on cognitive-based initial distrusting beliefs. The five barriers in serial with cognitive-based initial distrusting beliefs partially mediate the influence of traditional-bank customers' inertia on digital-only bank resistance. Cognitive-based initial distrusting belief is an essential factor in the mechanism underlying the influence of traditional-bank customers' inertia on digital-only bank resistance.Originality/valueDigital-only banks are relatively new. Research is therefore lacking in consumer behavior explaining the use of digital-only banks by traditional-bank customers in the South African context. A further novelty of the study is the empirical assessment of mechanisms that explain the influence of inertia on cognitive-based initial distrusting beliefs, and the influence of inertia on resistance behavior.

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Heath, Teresa, Robert Cluley, and Lisa O’Malley. "Beating, ditching and hiding: consumers’ everyday resistance to marketing." Journal of Marketing Management 33, no. 15-16 (October 13, 2017): 1281–303. http://dx.doi.org/10.1080/0267257x.2017.1382554.

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Witter, Allison, and Joshua Stoll. "Participation and resistance: Alternative seafood marketing in a neoliberalera." Marine Policy 80 (June 2017): 130–40. http://dx.doi.org/10.1016/j.marpol.2016.09.023.

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Chouk, Inès, and Zied Mani. "Factors for and against resistance to smart services: role of consumer lifestyle and ecosystem related variables." Journal of Services Marketing 33, no. 4 (August 12, 2019): 449–62. http://dx.doi.org/10.1108/jsm-01-2018-0046.

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Purpose Consumers are increasingly connected to, and make use of, a multitude of technologies in their daily lives. The exponential growth in the use of Internet of Things (IoT)-based services is ushering in a new era of e-services, in which the service experience is becoming autonomous (intelligence), devices are intercommunicating (connectivity) and consumers can access the service anytime, anywhere and using any device (ubiquity). However, a number of challenges have arisen. The purpose of this paper is to investigate factors that reduce consumer resistance to smart services (factors against resistance) and factors that promote this resistance (factors for resistance), by means of a dual-factor approach. Design/methodology/approach To test this theoretical model, the authors developed a Web-based survey and used structural equation modeling. Findings Results show that consumer-lifestyle factors (individual “mobiquity” and self-image congruence) reduce consumer resistance to smart services (factors against resistance). Conversely, innovation-related factors (perceived security, perceived complexity) and ecosystem-related factors (perceived government surveillance and general skepticism toward IoT) promote consumer resistance to smart services (factors for resistance). In addition, general skepticism toward IoT has a significant positive effect on perceived complexity, perceived security risk and perceived government surveillance. Originality/value This research investigates consumer resistance to smart services using a dual-factor perspective (Cenfetelli, 2004; Claudy et al., 2015): factors reducing resistance versus factors promoting resistance. This paper provides evidence for the importance of consumer lifestyle-related factors, innovation-related factors and ecosystem-related factors in explaining consumer resistance to smart services. This work enriches previous studies of consumer resistance to innovation (Ram and Sheth, 1989; Ram, 1987) by studying original variables (individual mobiquity, technological innovativeness, government surveillance).

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Mamali, Elizabeth, and Peter Nuttall. "Mobilizing hegemonic practices in trajectories of conspicuous resistance." European Journal of Marketing 50, no. 9/10 (September 12, 2016): 1629–51. http://dx.doi.org/10.1108/ejm-10-2014-0649.

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Purpose Focusing on a community organisation, the purpose of this paper is to unravel the process through which infringing contested practices that threaten or compromise the community’s sense of distinction are transformed into acceptable symbolic markers. Design/methodology/approach An ethnographic study comprising participant observation, in-depth interviews and secondary data was conducted in the context of a non-profit community cinema. Findings Taking a longitudinal approach and drawing from practice theory, this paper outlines how member-driven, customer-driven and necessity-imposed infringing practices settle in new contexts. Further, this paper demonstrates that such practices are filtered in terms of their ideological “fit” with the organisation and are, as a result, rejected, recontextualised or replaced with do-it-yourself alternatives. In this process, authority shifts from the contested practice to community members and eventually to the space as a whole, ensuring the singularisation of the cinema-going experience. Practical implications This paper addresses how the integration of hegemonic practices to an off-the-mainstream experience can provide a differentiation tool, aiding resisting organisations to compensate for their lack of resources. Originality/value While the appropriation practices that communities use to ensure distinction are well documented, there is little understanding of the journey that negatively contested practices undergo in their purification to more community-friendly forms. This paper theorises this journey by outlining how the objects, meanings and doings that comprise hegemonic practices are transformed by and transforming of resisting organisations.

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Yi, Jisu, Youseok Lee, Jungmin Suh, and Sang-Hoon Kim. "Psychological determinants of non-attendees’ resistance toward performing arts." Journal of Business Research 149 (October 2022): 690–99. http://dx.doi.org/10.1016/j.jbusres.2022.05.043.

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Laukkanen, Pekka, Suvi Sinkkonen, and Tommi Laukkanen. "Consumer resistance to internet banking: postponers, opponents and rejectors." International Journal of Bank Marketing 26, no. 6 (September 5, 2008): 440–55. http://dx.doi.org/10.1108/02652320810902451.

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G. Patsiotis, Athanasios, Tim Hughes, and Don J. Webber. "An examination of consumers ' resistance to computer-based technologies." Journal of Services Marketing 27, no. 4 (July 5, 2013): 294–311. http://dx.doi.org/10.1108/08876041311330771.

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Nel, Jacques, and Christo Boshoff. "Status quo bias and shoppers’ mobile website purchasing resistance." European Journal of Marketing 54, no. 6 (May 21, 2020): 1433–66. http://dx.doi.org/10.1108/ejm-02-2018-0144.

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Purpose Shopping statistics indicate that online shoppers prefer purchasing products using the desktop website of the retailer, rather than using the mobile website on a mobile phone to purchase products (mobile website purchasing). Therefore, using status quo bias theory, this study aims to investigate mobile website purchasing resistance of those customers using only desktop website purchasing. Design/methodology/approach To test the conceptual model an online questionnaire was used to collect data from customers purchasing products using only the desktop website on a computer (n = 484) and not the retailer’s mobile website. Findings Due to cognitive dissonance, customers using only desktop purchasing trivialize mobile website purchasing perceived attractiveness while perceiving more cognitive effort in mobile website purchasing to maintain consonance with their inertia. Further, relative advantage perceptions of mobile website purchasing lead to more trivialization of mobile website purchasing attractiveness perceptions. Desktop purchasing inertia enhances resistance through alternative attractiveness and cognitive effort perceptions, respectively, and cognitive effort and alternative attractiveness perceptions in serial. Desktop purchasing habit has the strongest positive influence on desktop purchasing inertia. Research limitations/implications This study was conducted in a high-involvement product context. Replication in a low-involvement product context is necessary to confirm the robustness of the results. Practical implications Retailers can use the findings to develop strategies to lower mobile website purchasing resistance in an online-mobile concurrent channel environment. Originality/value The study provides novel insights into mobile website purchasing resistance in an online-mobile concurrent channel environment. Further, the study addresses the gap in research on inertia and switching costs in the adoption of concurrent channels.

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Kaur, Puneet, Amandeep Dhir, Naveen Singh, Ganesh Sahu, and Mohammad Almotairi. "An innovation resistance theory perspective on mobile payment solutions." Journal of Retailing and Consumer Services 55 (July 2020): 102059. http://dx.doi.org/10.1016/j.jretconser.2020.102059.

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Ram, S., and Jagdish N. Sheth. "Consumer Resistance to Innovations: The Marketing Problem and its solutions." Journal of Consumer Marketing 6, no. 2 (February 1989): 5–14. http://dx.doi.org/10.1108/eum0000000002542.

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Leipämaa-Leskinen, Hanna. "Practicing mundane consumer resistance in the REKO local food system." Qualitative Market Research: An International Journal 24, no. 3 (May 18, 2021): 341–57. http://dx.doi.org/10.1108/qmr-06-2020-0073.

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Purpose This study aims to answer two research questions, namely, what kinds of mundane resistance practices emerge in the local food system and which spatial, material and social elements catalyse the resistance practices. Design/methodology/approach The study adopts a post-humanist practice approach and focusses on exploring the agentic capacity of socio-material elements to generate resistance practices. The data were generated through a multi-method approach of interviews, field observations and Facebook discussions collected between 2014 and 2017. Findings The empirical context is the rejäl konsumtion local food network in Finland. The analysis presents two types of resisting practices – resisting facelessness and resisting carelessness – which are connected to spatial, material and social elements. Research limitations/implications The study focusses on one local food system, highlighting the socio-material structuring of resistance in this specific cultural setting. Practical implications The practical implications highlight that recognising the socio-material elements provides tools for better engagement of consumer actors with local food systems. Originality/value The study adds to the extant research by interweaving the consumer resistance literature and local food systems discussions with the neo-material approach. The findings present a more nuanced understanding of the ways in which consumer resistance is actualised in a non-recreational, mundane context of consumption. Consequently, the study offers new insights into the agentic socio-material actors structuring the local food system.

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Sreekumar, Hari. "Negotiation and resistance: a history of consumption in British India." Journal of Historical Research in Marketing 10, no. 3 (August 20, 2018): 280–93. http://dx.doi.org/10.1108/jhrm-05-2017-0019.

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Purpose The purpose of this paper is to review the key literature pertaining to consumption during the colonial period in India, broadly covering the time period from the early nineteenth century to the middle of the twentieth century. The review shows the prominent themes and patterns that help us understand colonial Indian consumers’ encounter with Western products and institutions. Design/methodology/approach The paper is a review of historical research papers and papers pertaining to the colonial period in India. Findings British colonialism introduced new products, institutions and ways of living into India, which were negotiated with and contested by Indian consumers and intellectuals. These new products and practices were not seamlessly adopted into the Indian context. Rather, they were appropriated into existing social structures determined by caste, gender and religion. The tensions produced by such negotiations and contestations fed Indian resistance to colonialism, culminating in British withdrawal from India. Originality/value Historical research pertaining to marketing in the Indian context is scarce. Moreover, there are few reviews which outline the important consumption practices and changes pertaining to the colonial period. The findings of this review will be of use to researchers and students of history, marketing and cultural studies.

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Chemingui, Hella, and Hajer Ben lallouna. "Resistance, motivations, trust and intention to use mobile financial services." International Journal of Bank Marketing 31, no. 7 (October 7, 2013): 574–92. http://dx.doi.org/10.1108/ijbm-12-2012-0124.

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Zheng, Yanmei, Lisa E. Bolton, and Joseph W. Alba. "Technology Resistance: The Case of Food Production Processes." Journal of Public Policy & Marketing 38, no. 2 (January 18, 2019): 246–62. http://dx.doi.org/10.1177/0743915618812453.

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This article examines the relationship between food technology acceptance and the public’s food literacy, defined in terms of consumers’ scientific understanding of food technology. The research investigates four food technologies—food irradiation, genetic modification, biofabrication, and bug-based food—that have immense implications for consumer and societal well-being. The findings reveal complex relationships between consumer understanding of these technologies and acceptance that arise from the multidimensional nature of resistance. Using these results, the authors develop a framework for predicting and addressing consumer resistance to food technology. In addition, they explore the effectiveness of knowledge-based interventions that illustrate how marketing can enhance food literacy, reduce technology resistance, and enhance well-being. Finally, they describe how their findings also speak to the food policy, food marketing, food socialization, and food availability dimensions of the “food = well-being” paradigm.

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Considine, John J., and Wally J. Elmer. "Penetrating The Industrial Market: A Case Study." Journal of Applied Business Research (JABR) 5, no. 1 (October 26, 2011): 90. http://dx.doi.org/10.19030/jabr.v5i1.6382.

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Adoption of the marketing concept has not come easily in industrial markets. Sales effort and product orientation appears to receive an inordinate amount of attention even in highly mature, saturated markets. Resistance to marketing can encourage new competitors possessing technology and marketing skills to invade these once stagnant market segments. This paper identifies one firms attempt to thwart such invasion by developing and implementing sound marketing strategy.

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Wiedmann, Klaus-Peter, Nadine Hennigs, Lars Pankalla, Martin Kassubek, and Barbara Seegebarth. "Adoption barriers and resistance to sustainable solutions in the automotive sector." Journal of Business Research 64, no. 11 (November 2011): 1201–6. http://dx.doi.org/10.1016/j.jbusres.2011.06.023.

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Jain, Ruchi, Anushree Tandon, and Ruchi Khandelwal. "Taming Consumer Resistance for Taboo Products: The Case of PeeBuddy." South Asian Journal of Business and Management Cases 9, no. 1 (January 27, 2020): 10–23. http://dx.doi.org/10.1177/2277977919881418.

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Changes in business environments continually create opportunities for entrepreneurs to target specific emerging needs of their customers. The first disposable female urination device (FUD) PeeBuddy was launched in the Indian market in response to the emergent need among the urban women for a product facilitating safe usage of public washrooms, especially during travel. PeeBuddy is among the many social innovations (Alvord et al., 2004, p. 262), making prominent appearances in emerging economies battling resource constraints (Austin et al., 2006). The purpose of this case is to understand the ideation and execution of this social innovation in the context of countries like India where cultural traditions and subjective norms are held in high regards. In India, issues surrounding women’s personal hygiene are considered taboo for public communiqué. This case explores the use of social media marketing approaches used to circumvent extant cultural barriers hindering the adoption of PeeBuddy, which may be considered as a taboo product in the context of the Indian market. This case is aimed at students undertaking advanced marketing management and consumer behaviour courses to sensitize them about subjective norms and their deep integration within culturally dominated communities. It will establish the need for adopting innovative methods for marketing taboo products and how creativity can be used to retail such products.

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Giovannetti, Marta, Arun Sharma, Silvio Cardinali, Elena Cedrola, and Deva Rangarajan. "Understanding salespeople's resistance to, and acceptance and leadership of customer-driven change." Industrial Marketing Management 107 (November 2022): 433–49. http://dx.doi.org/10.1016/j.indmarman.2022.10.021.

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Lundholt, Marianne Wollf, Ole Have Jørgensen, and Bodil Stilling Blichfeldt. "Intra-organizational brand resistance and counter-narratives in city branding – a comparative study of three Danish cities." Qualitative Market Research: An International Journal 23, no. 4 (January 15, 2020): 1001–18. http://dx.doi.org/10.1108/qmr-01-2018-0012.

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Purpose This study aims to contribute to an increased understanding of intra-organizational city brand resistance by identifying and discussing different types of counter-narratives emerging from the political and administrative arenas. Design/methodology/approach The empirical material consists of secondary data as well as six in-depth semi-structured interviews with Danish mayors and city managers in three different municipalities in Denmark. Findings Intra-organizational counter-narratives differ from inter-organizational counter-narratives but resemble a number of issues known from extra-organizational resistance. Still, significant differences are found within the political arena: lack of ownership, competition for resources and political conflicts. Lack of ownership, internal competition for resources and distrust of motives play an important role within the administrative arena. Mayors are aware of the needs for continued political support for branding projects but projects are nonetheless realized despite resistance if there is a political majority for it. Research limitations/implications This study points to the implications of city brand resistance and counter-narratives emerging from the “inside” of the political and administrative arenas in the city, here defined as “intra-organizational counter-narratives”. Practical implications It is suggested that politicians and municipality staff should be systematically addressed as individual and unique audiences and considered as important as citizens in the brand process. Originality/value So far little attention has been paid to internal stakeholders within the municipal organization and their impact on the city branding process approached from a narrative perspective.

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Chou, Hsuan-Yi, and Tuan-Yu Wang. "Hypermarket private-label products, brand strategies and spokesperson persuasion." European Journal of Marketing 51, no. 4 (April 10, 2017): 795–820. http://dx.doi.org/10.1108/ejm-02-2015-0085.

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Purpose The purpose of this paper is to investigate the effects of brand strategies and spokesperson expertise on consumer responses to hypermarket private-label products by combining concepts from consumer attitude change, resistance to persuasion and construal level theory (CLT). Design/methodology/approach Two experiments were conducted to test the propositions. Findings Consumers perceived the low-price (low-quality) characteristic of private-label products as a high-level (low-level) construal consideration when forming purchase decisions. Product relevance negatively affected consumers’ perceived product distance. Compared with store brands, separate brands enhanced consumer product attitudes and purchase intentions. Brand strategies and product distance affected consumer message-processing mindset (i.e. resistant to persuasion or open to persuasion) when processing advertisements, ultimately moderating the effect of spokesperson expertise. Practical implications The findings are useful for hypermarkets seeking to implement brand strategies and select spokespersons for private-label products. Additionally, the findings show that advertisers should design advertising elements to match consumers’ construal approaches to product-related information. Originality/value This study contrasts two common hypermarket brand strategies, identifies the construal levels corresponding to the dual roles of private-label products and expands CLT dimensions. Additionally, the results bridge two research approaches (persuasion and resistance to persuasion) and demonstrate the pivotal influence of brand strategies. The findings also advance understanding of the effects of spokesperson expertise and contribute to resistance theory by showing how to effectively reduce attitude certainty after resistance to persuasion.

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Lavin, Bruce S. "Antibiotic Cycling and Marketing Into the 21st Century: A Perspective From the Pharmaceutical Industry." Infection Control & Hospital Epidemiology 21, S1 (January 2000): S32—S35. http://dx.doi.org/10.1086/503171.

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AbstractBefore the development of the first antimicrobial agents, bacteria already had demonstrated an ability to adapt to stress in the environment, resulting in the development of resistance that often makes the prevailing antibiotic treatment ineffective. The response to antimicrobial resistance in the medical community has been to use new or alternative antibiotics not previously used against the resistant bacteria. The pharmaceutical industry has responded to the resistance problem by producing newer antibiotics, either as modifications of currently existing compounds or as combinations of compounds that may inhibit or bypass the bacterial resistance mechanisms. The development of new antibiotics is a lengthy and costly process. To be successful, the pharmaceutical industry must anticipate the changing needs of the medical community, as well as the dynamic process of antimicrobial resistance. The marketing of new antimicrobial agents must be adaptable to the potential environmental pressures that induce bacterial resistance in order to ensure the longevity of the agents.

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Chen, Chia-Chen, Chin-Hsuan Chang, and Kuo-Lun Hsiao. "Exploring the factors of using mobile ticketing applications: Perspectives from innovation resistance theory." Journal of Retailing and Consumer Services 67 (July 2022): 102974. http://dx.doi.org/10.1016/j.jretconser.2022.102974.

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Chaouali, Walid, and Nizar Souiden. "The role of cognitive age in explaining mobile banking resistance among elderly people." Journal of Retailing and Consumer Services 50 (September 2019): 342–50. http://dx.doi.org/10.1016/j.jretconser.2018.07.009.

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Krisjanous, Jayne. "Book Review: A History of American Consumption: Threads of meaning, Gender and Resistance." Journal of Macromarketing 39, no. 2 (January 24, 2019): 225–27. http://dx.doi.org/10.1177/0276146718823896.

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Sun, Yang. "Case based models of the relationship between consumer resistance to innovation and customer churn." Journal of Retailing and Consumer Services 61 (July 2021): 102530. http://dx.doi.org/10.1016/j.jretconser.2021.102530.

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Baraldi, Enrico, and Sofia Wagrell. "Applying the resource interaction approach to policy analysis – Insights from the antibiotic resistance challenge." Industrial Marketing Management 106 (October 2022): 376–91. http://dx.doi.org/10.1016/j.indmarman.2022.09.012.

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Roy, Sanjit Kumar, M. S. Balaji, Ali Quazi, and Mohammed Quaddus. "Predictors of customer acceptance of and resistance to smart technologies in the retail sector." Journal of Retailing and Consumer Services 42 (May 2018): 147–60. http://dx.doi.org/10.1016/j.jretconser.2018.02.005.

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Montez de Oca, Jeffrey. "Marketing Politics and Resistance: Mobilizing Black Pain in National Football League Publicity." Sociology of Sport Journal 38, no. 2 (June 1, 2021): 101–10. http://dx.doi.org/10.1123/ssj.2021-0005.

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The 2020 North American Society for the Sociology of Sport (NASSS) Presidential Address analyzed aspects of the National Football League’s (NFL) current socially conscious marketing to make sense of corporatized racial justice politics following a summer of mass political mobilization triggered by the police killing of George Floyd. The analysis shows that the mass, multiracial racial justice activism forced corporatized sport leagues such as the NFL to respond to popular political pressure. The NFL followed the lead of the National Basketball Association and instead of resisting popular sentiments, it has incorporated social justice language into its marketing. Guided by Indigenous decolonial scholarship and radical Black scholars, I argue that the NFL’s incorporation of social justice language is a politics of recognition and colonial governmentality that insulates it from racial justice politics and helps to stabilize challenges to racial capitalism.

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Ulver, Sofia, and Christofer Laurell. "Political Ideology in Consumer Resistance: Analyzing Far-Right Opposition to Multicultural Marketing." Journal of Public Policy & Marketing 39, no. 4 (August 20, 2020): 477–93. http://dx.doi.org/10.1177/0743915620947083.

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Political ideologies of the far-right are gaining ground in world politics and culture, not least by way of market forces. It has therefore become urgent to understand how these ideologies manifest themselves in the fields of marketing and consumption at a sociocultural level. The authors explore the discursive efforts in far-right consumer resistance to advance a political agenda through protests directed at brands’ multicultural advertising and analyze how these consumers conceptualize their adversaries in the marketplace. In contrast to previous framings of adversaries identified in consumer research, where resistance is typically anticapitalist and directed toward firms’ unethical conduct or the exploitation by the global market economy per se, the authors find that the following discursive themes stand out in the far-right consumer resistance: the emphasis on the state as main antagonist, the indifference to capitalism as a potential adversary, and overt contestation of liberal ethics. The article concludes with a discussion of research contributions as well as the public policy and marketing implications in light of a growing far-right consumer culture.

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Fleener, Nickieann. "“Breaking Down Buyer Resistance”: Marketing the 1935 Pittsburgh Courier to Mississippi Blacks." Journalism History 13, no. 3-4 (October 1986): 78–85. http://dx.doi.org/10.1080/00947679.1986.12066628.

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Brownlie, Douglas. "Emancipation, Epiphany and Resistance: On the Underimagined and Overdetermined in Critical Marketing." Journal of Marketing Management 22, no. 5-6 (June 2006): 505–28. http://dx.doi.org/10.1362/026725706777978712.

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Pressey, Andrew D., Alan J. P. Gilchrist, and Peter Lenney. "Sales and marketing resistance to Key Account Management implementation: An ethnographic investigation." Industrial Marketing Management 43, no. 7 (October 2014): 1157–71. http://dx.doi.org/10.1016/j.indmarman.2014.06.005.

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Chaney, Damien, and Karim Ben Slimane. "Rethinking consumer resistance through institutional entrepreneurship." International Journal of Market Research 61, no. 5 (July 18, 2019): 468–77. http://dx.doi.org/10.1177/1470785319864234.

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This article adopts an institutional view to rethink consumer resistance. Two types of consumers who resist market domination are identified: “rebels” and “entryists.” Rebels are able to consume but do not want to and oppose all or part of the market, whereas entryists want to consume but are kept out of the market. These two categories of resistant consumers are regarded as institutional entrepreneurs because they attempt to shape established institutions. Rebels are game changers, their resistance aims at disrupting market and consumption practices while entryists are justiciaries, their resistance aims at empowering those who are left behind. Implications for marketing of this renewed vision of consumer resistance are discussed in this article.

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Gibbs, Paul. "Does Advertising Pervert Higher Education? Is There a Case for Resistance?" Journal of Marketing for Higher Education 17, no. 1 (August 22, 2007): 3–11. http://dx.doi.org/10.1300/j050v17n01_02.

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Janssen, Loes, Bob M. Fennis, Ad Th H. Pruyn, and Kathleen D. Vohs. "The path of least resistance: Regulatory resource depletion and the effectiveness of social influence techniques." Journal of Business Research 61, no. 10 (October 2008): 1041–45. http://dx.doi.org/10.1016/j.jbusres.2007.09.013.

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Darling, John R., and Raymond E. Taylor. "A Model for Reducing Internal Resistance to Change in a Firm′s International Marketing Strategy." European Journal of Marketing 23, no. 7 (July 1989): 34–41. http://dx.doi.org/10.1108/eum0000000000577.

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Cheung, Lilliemay, and Janet R. McColl-Kennedy. "Addressing vulnerability: what role does marketing play?" Journal of Services Marketing 33, no. 6 (December 3, 2019): 660–70. http://dx.doi.org/10.1108/jsm-09-2018-0271.

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Purpose The purpose of this paper is to critically explore the connection between social marketing and transformative service research (TSR), providing a conceptual framework and implications for both theory and practice. The research explores the role marketing plays in a political deterrence campaign and its impact on service systems in meeting the needs of refugees and asylum seekers. Design/methodology/approach This qualitative research is based on 24 in-depth interviews with service providers, and refugees and asylum seekers and a critical discourse analysis examining campaign materials including political press statements, news media articles and government policy documents. Findings This paper explores where social marketing and TSR intersect in their aims to promote social change. TSR calls on marketers to address vulnerability related to social issues such as poverty, forced migration and discrimination. The research provides evidence that service systems actors use practices of resistance to challenge dominant discourses in attempts to relieve suffering for refugees and asylum seekers. Research limitations/implications The authors contribute by extending the body of work that investigates how service systems can relieve suffering. The study also examines how marketing tactics and strategies underpin a political campaign designed to deter asylum seekers crossing sovereign borders. The research makes three important contributions. First, the research focuses on a significant international problem of better understanding how service systems can relieve suffering for refugees and asylum seekers. Second, it examines how oppositional discourses impact on service systems’ ability to create and sustain social change. Third, it investigates how service systems actors deploy practices of resistance to enact social change. Originality/value This research highlights the important role of engaging as consumer-citizens to address social change, particularly for vulnerable groups, such as refugees and asylum seekers.

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