ATM 18 février 2010 : When brands get branded

For this session, we will welcome Johannes Vogel who is working for the Institute of Marketing ( directed by Prof. Huber) at the Johannes Gutenberg-University Mainz, Germany.

In the workshop he will provide an introduction to the research field “Brand Misconduct” and present a study we conducted to identify the effects of Brand Misconduct using a causal analysis.

Consumers establish relationships with brands and - similar to human relationships - transgressions may occur in such a relationship. Brand misconduct describes the actions of a brand owner that seriously disappoint the consumer’s brand expectations, for example the alleged use of child labor in soccer ball factories contracted by adidas, Nike and Puma. This can be caused by the violation of ethical norms or product and service-related defects, especially in terms of safety aspects. It results in an enormous public impact and, in most cases, a negative consumer response to the brand.

This worked will be published in ( they are available on request):

  • Brand Misconduct: Consequences on Consumer-Brand Relationships, in: Journal of Business Research, forthcoming 2010 (with Prof. Dr. Huber, Dr. Vollhardt and Dipl.-Kffr.Matthes)
  • When Brands get Branded, in: Journal of Marketing Theory Quarterly, Vol. 9 (2009), No. 1(with Prof. Dr. Huber and Dipl.-Kfm. Meyer)

Johannes Vogel is coordinator of the German-French-Studies, Johannes Gutenberg-University Mainz and University Paris Ouest. I teached at the universities in Darmstadt, in Warsaw, Poland and in Dalian, China and he worked as a consultant for two years. he as studied Business at the universities in Mainz and in Clermont-Ferrand.