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Victims: the missing piece in stakeholder-focused brand management puzzles

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Abstract

Despite the rise of stakeholder-focused brand studies and multiple research calls for more socially oriented branding, academic research on the relations between brands and their less favoured stakeholders is scarce. New goals set by scholars for brand management studies (brands as change agents, activists, or with a broader social relevance) require new approaches and interpretations of who brand stakeholders are. This paper identifies the transformation of brand-related practices showing how brand management scholars and practitioners can identify the victims of brand externalities as contextual to these transformations. Using single-case research, we discuss how brands can inspire the emergence of new social practices resulting in reframing who the stakeholders are and what their position is (a beneficiary or a victim).

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  1. Marketing Management Department, Faculty of Business and Management, The Wroclaw University of Economics and Business, Komandorska 118/120, 53-345, Wrocław, Poland

    Monika Hajdas

  2. Marketing Department, Faculty of Business and Management, The Wroclaw University of Economics and Business, Wroclaw, Poland

    Ryszard Kłeczek

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Hajdas, M., Kłeczek, R. Victims: the missing piece in stakeholder-focused brand management puzzles. J Brand Manag 31, 331–344 (2024). https://doi.org/10.1057/s41262-023-00344-7

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