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Standing Out by Standing Up: Brand Differentiation and Minority Influence Theory: An Abstract

  • Kylie Mcmullan
  • Amanda Blair
  • Stacey Morrison
  • Caitlin Ferreira
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This paper examines how Minority Influence Theory, originally from Social Psychology Literature, can be used in marketing strategy to aid brand differentiation. More specifically, it looks at a set of criteria for brands to evaluate prior to aligning themselves with controversial topics for differentiation purposes. It assesses the role of strategic brand management, using Minority Influence Theory, and suggests conditions for aligning a brand with a controversial issue successfully. This paper presents three propositions for practitioners and researchers to explore with respect to Minority Influence Theory. These are:

Proposition #1 The consistency and confidence of the cause affects the likelihood of the brand benefiting from aligning with it.
  1. (a)

    The greater the consistency and confidence of the issue, the increased likelihood the brand will benefit from aligning.

     
  2. (b)

    The lesser the consistency and confidence of the issue, the decreased likelihood the brand will benefit from aligning.

     
Proposition #2The flexibility of the cause affects the likelihood of the brand benefiting from aligning with it.
  1. (a)

    The greater the flexibility of the issue, the increased likelihood the brand will benefit from aligning.

     
  2. (b)

    The less flexible the issue, the decreased likelihood the brand will benefit from aligning.

     
Proposition #3The authenticity of the brand/spokesperson to speak to the particular issue affects the likelihood of the brand benefiting from aligning with it.
  1. (a)

    The greater the authenticity of the brand/spokesperson to speak to a particular issue, the increased likelihood of the brand benefiting from aligning.

     
  2. (b)

    The lesser the authenticity of the brand/spokesperson to speak to a particular issue, the decreased likelihood of the brand benefitting from aligning.

     

The case studies present examples of positive outcomes of successful alignment as well as a case where the brand was not successful. By carefully considering the framework presented, managers can determine whether aligning with a controversial issue is useful for their brand.

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Kylie Mcmullan
    • 1
  • Amanda Blair
    • 1
  • Stacey Morrison
    • 1
  • Caitlin Ferreira
    • 2
  1. 1.Royal Institute of Technology (KTH)StockholmSweden
  2. 2.Luleå University of TechnologyLuleåSweden

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