Analogbei, M and Morah, EIM The face of an International Brand: Effects of a lone corporate voice on successful brand management (Twitter/X in focus). In: Global Brand Conference, 22nd - 24th Apr 2024, Edinburgh International Conference Centre. (Accepted)

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Abstract

The world is facing increasing societal and environmental challenges and stakeholders now see firms as important agents of change that can act to help solve most of these societal problems. There is now raised expectations for the conduct and integrity of organisations and their brands. This study focuses on the brand management strategies of X formerly known as Twitter especially since its takeover and change in ownership by Elon Musk. From observation, corporate statements made by the new management of the firm seem not to be matched by actions carried out. Using a qualitative semi-structured research approach, this study investigates stakeholder perspective of the level of conscientiousness of the firm. Amongst others, the study finds that management of conscientious brands (brands that take up positions/stance on key societal issues) requires congruence in the advocated issue and the brand-fit to enhance the brand’s reputation and identity.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Liverpool Business School
SWORD Depositor:	A Symplectic
Date Deposited:	22 Jan 2024 16:34
Last Modified:	22 Jan 2024 16:34
URI:	https://researchonline.ljmu.ac.uk/id/eprint/22367

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