Identifying the role of emotional acculturation in brand culture dissemination behavior: A case study of WeightWatchers (notice n° 1347052)
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| fixed length control field | 02262cam a2200217 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250504011304.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Viedma, Rosemarie |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Identifying the role of emotional acculturation in brand culture dissemination behavior: A case study of WeightWatchers |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 5 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Research objectivesThe aim of this work is to understand the phenomenon of emotional acculturation and its role in the behavior of brand culture diffusion by members of a brand community.• MethodologyAn ethnographic study was carried out. The researcher integrated three WeightWatchers communities over a 12-month period. The material was drawn from observation, interviews and autoethnography.• ResultsThe study highlights a process of emotional acculturation during integration into and evolution within a brand community. This process reveals four fundamental emotions: authentic pride, hubristic pride, shame, and fear. These emotions generate different brand culture dissemination behaviors: displaying, claiming, denying, or confessing.• Conceptual and managerial implicationsThe results suggest a range of actions at individual and collective level to help people deal with their emotions more effectively. At the individual level, the facilitator can, through their community, relieve shame, frame hubristic pride, make authentic pride visible and reduce fear. On a collective level, the marketing manager must share micro-cultures (inter-group exchanges) and build a new reward system for the most acculturated members.• OriginalityWhile marketing studies focus on brand acculturation, this research is the first to look at emotional acculturation to brand culture. Unlike previous studies, it identifies individual diffusion mechanisms specific to each stage of emotional acculturation to the brand. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand community |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand culture |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | emotional acculturation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | ethnographic study |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fundamental emotions |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 117 | 1 | 2025-01-01 | p. 181-198 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2025-1-page-181?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2025-1-page-181?lang=en&redirect-ssocas=7080</a> |
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