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Building nightclub brand personality via guest selection
Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID iD: 0000-0002-0419-8654
2020 (English)In: International Journal of Hospitality Management, ISSN 0278-4319, E-ISSN 1873-4693, article id 102336Article in journal (Refereed) Published
Abstract [en]

This paper identifies that guest selection at exclusive nightclubs is a brand building process, and that the guests’ primary value to the clubs therefore is the image they bestow on the brand. The paper contributes to theory by providing empirical support for several mechanisms that have previously been stipulated in literature. It validates that companies build brand personality by controlling typical user imagery, and that for self-expressive product categories, negative user stereotypes are particularly powerful. It supports the theory of symbolic brand avoidance, as well as the notion that social rejection encourages people to elevate their perceptions of their rejecters and strengthens their predilection to affiliate with them. For practitioners, the paper shows managers in the hospitality industry that it is possible to build brands by controlling who is allowed to become a brand-user, and under which conditions this applies.

Place, publisher, year, edition, pages
Oxford: Elsevier , 2020. article id 102336
Keywords [en]
Brand personality, Nightclubs, Self-expressive consumption, Symbolic consumption, User imagery
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-54544DOI: 10.1016/j.ijhm.2019.102336Scopus ID: 2-s2.0-85070497901OAI: oai:DiVA.org:hj-54544DiVA, id: diva2:1591354
Available from: 2020-02-03 Created: 2021-09-06Bibliographically approved

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Aagerup, Ulf

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