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Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous. / Freund, James; Jacobi, Erik.
In: Journal of Marketing Management, Vol. 29, No. 1-2, 2013, p. 175-194.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Freund, J & Jacobi, E 2013, 'Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous', Journal of Marketing Management, vol. 29, no. 1-2, pp. 175-194. https://doi.org/10.1080/0267257X.2013.764347

APA

Freund, J., & Jacobi, E. (2013). Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous. Journal of Marketing Management, 29(1-2), 175-194. https://doi.org/10.1080/0267257X.2013.764347

Vancouver

Freund J, Jacobi E. Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous. Journal of Marketing Management. 2013;29(1-2):175-194. Epub 2013 Feb 13. doi: 10.1080/0267257X.2013.764347

Author

Freund, James ; Jacobi, Erik. / Revenge of the brand monsters : how Goldman Sachs doppelganger turned monstrous. In: Journal of Marketing Management. 2013 ; Vol. 29, No. 1-2. pp. 175-194.

Bibtex

@article{bf22fb62010b439bbfdd6a5e1f1d2674,
title = "Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous",
abstract = "This paper employs cultural branding theory, brand psychoanalysis, and literary genealogy in a post-disciplinary manner to investigate the creation of an anthropomorphic, monstrous doppelg{\"a}nger brand image by critics of Goldman Sachs. The case study explores how critics have succeeded in morphing the image of the bank into a {\textquoteleft}brand monster{\textquoteright} for a section of the general public. Brand monsters focus negative emotions against organisations by exposing, anthropomorphising, and dramatising their alleged, monstrous, hidden motives, methods, and effects. The theoretical and managerial implications of contested corporate and critical image management strategies are discussed. The paper contributes to the literature on doppelg{\"a}nger brand images by showing the importance of anthropomorphism when attacking a brand that does not employ emotional or cultural brand strategies.",
keywords = "doppelg{\"a}nger brand image, brand psychoanalysis, brand monster, anthropomorphism, vampire squid, global financial crisis",
author = "James Freund and Erik Jacobi",
note = "Special Issue on Anthropomorphic Marketing",
year = "2013",
doi = "10.1080/0267257X.2013.764347",
language = "English",
volume = "29",
pages = "175--194",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",
number = "1-2",

}

RIS

TY - JOUR

T1 - Revenge of the brand monsters

T2 - how Goldman Sachs doppelganger turned monstrous

AU - Freund, James

AU - Jacobi, Erik

N1 - Special Issue on Anthropomorphic Marketing

PY - 2013

Y1 - 2013

N2 - This paper employs cultural branding theory, brand psychoanalysis, and literary genealogy in a post-disciplinary manner to investigate the creation of an anthropomorphic, monstrous doppelgänger brand image by critics of Goldman Sachs. The case study explores how critics have succeeded in morphing the image of the bank into a ‘brand monster’ for a section of the general public. Brand monsters focus negative emotions against organisations by exposing, anthropomorphising, and dramatising their alleged, monstrous, hidden motives, methods, and effects. The theoretical and managerial implications of contested corporate and critical image management strategies are discussed. The paper contributes to the literature on doppelgänger brand images by showing the importance of anthropomorphism when attacking a brand that does not employ emotional or cultural brand strategies.

AB - This paper employs cultural branding theory, brand psychoanalysis, and literary genealogy in a post-disciplinary manner to investigate the creation of an anthropomorphic, monstrous doppelgänger brand image by critics of Goldman Sachs. The case study explores how critics have succeeded in morphing the image of the bank into a ‘brand monster’ for a section of the general public. Brand monsters focus negative emotions against organisations by exposing, anthropomorphising, and dramatising their alleged, monstrous, hidden motives, methods, and effects. The theoretical and managerial implications of contested corporate and critical image management strategies are discussed. The paper contributes to the literature on doppelgänger brand images by showing the importance of anthropomorphism when attacking a brand that does not employ emotional or cultural brand strategies.

KW - doppelgänger brand image

KW - brand psychoanalysis

KW - brand monster

KW - anthropomorphism

KW - vampire squid

KW - global financial crisis

U2 - 10.1080/0267257X.2013.764347

DO - 10.1080/0267257X.2013.764347

M3 - Journal article

VL - 29

SP - 175

EP - 194

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 1-2

ER -