Menu
Log ind Om leksikonet Adgang Bidragydere Emneredaktører Nyeste opslag
Tast venligst mindst tre bogstaver *

Kulturel branding

Kulturel branding Kulturel branding er en tilgang til branding, hvor brandet ses som et kulturelt fænomen, der både absorberer og tilfører betydninger fra den omkringliggende kultur (Holt 2004). Tilgangen blev introduceret i begyndelsen af 2000’erne af den amerikanske forsker og strateg Douglas B. Holt (Andersen og Knudsen 2024, Heding, Knudtzen og Bjerre 2020). Holt (2002) […]

Log ind for at læse videre.
Forfatter Trine Susanne Johansen
Se også Branding Brandfællesskaber Brugerskabt indhold Forbrug Kulturel appropriation Virksomhedsaktivisme
Supplerende læsning

Holt 2004
Reference

Andersen, Lars Pynt & Knudsen, Gry Høngsmark (2024). Brandingstrategi. Funktion, følelse og kulturel innovation. Samfundslitteratur.

Andersen, Sophie Esmann & Johansen, Trine Susanne (2024). The activist brand and the transformational power of resistance: Towards a narrative conceptual framework. Journal of Brand Management, 31(2), 140-152.

Andersen, Sophie Esmann & Johansen, Trine Susanne (2021). Corporate citizenship: Challenging the corporate centricity in corporate marketing. Journal of Business Research, 131, 686-699.

Arnould, Eric J. & Thompson, Craig J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.

Biraghi, Silvia, Gambetti, Rossella Chiara & Beccanulli, Angela Antonia (2020). Achieving cultural relevance in technomediated platforms: Instant cultural branding and controversial clicktivism. Italian Journal of Marketing, 2020(2), 163-187.

Heding, Tilde, Knudtzen, Charlotte F. & Bjerre, Mogens (2020). Brand management: Mastering research, theory and practice (3rd ed.). Routledge.

Holt, Douglas B. (2016). Branding in the age of social media. Harvard Business Review, 94(3), 40-50.

Holt, Douglas B. (2004). How brands become icons: The principles of cultural branding. Harvard Business School Press.

Holt, Douglas B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1), 70-90.

Holt, Douglas B. & Cameron, Douglas (2010). Cultural strategy: Using innovative ideologies to build breakthrough brands. Oxford University Press.

Roh, Taewoo, Kim, Sumi, Kim, Taehyung & Yoon, Sang-Hyeak (2025). Unravelling the key topics of Hallyu: A cultural branding perspective from South Korea. Asia Pacific Business Review. Advance online publication.

Scarpaci, Joseph L., Coupey, Eloise & Reed, Sara Desvernine (2018). Artists as cultural icons: The icon myth transfer effect as a heuristic for cultural branding. Journal of Product & Brand Management, 27(3), 320-333.

Smith, Gareth & Speed, Richard (2011). Cultural branding and political marketing: An exploratory analysis. Journal of Marketing Management, 27(13-14), 1304-1321.