The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.
The uninvited brand
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Citations
Cites
Users of the world, unite! The challenges and opportunities of Social Media
Kaplan, A. M., & Haenlein, M. (2010) · Business Horizons · doi:10.1016/j.bushor.2009.09.003 · Cited by 17,875
Social media: The new hybrid element of the promotion mix
Mangold, W. G., & Faulds, D. J. (2009) · Business Horizons · doi:10.1016/j.bushor.2009.03.002 · Cited by 4,111 · cited 1×
“Marketers lost control of their content and the reach, frequency, and timing of the distribution of their messages (Mangold & Faulds, 2009).”
BackgroundWhy Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding
Holt, D. B. (2002) · Journal of Consumer Research · doi:10.1086/339922 · Cited by 1,951
Socialnomics: how social media transforms the way we live and do business
(2010) · Choice Reviews Online · doi:10.5860/choice.48-1576 · Cited by 752
The Internet and the birth of real consumer power
Pitt, L. F., Berthon, P. R., Watson, R. T., & Zinkhan, G. M. (2002) · Business Horizons · doi:10.1016/s0007-6813(02)00220-3 · Cited by 211
Reeves, R. (1961) · Medical Entomology and Zoology · Cited by 203
Handbook on Brand and Experience Management
(2008) · Edward Elgar Publishing eBooks · doi:10.4337/9781848446151 · Cited by 175
Stealth marketing as a strategy
Roy, A., & Chattopadhyay, S. P. (2009) · Business Horizons · doi:10.1016/j.bushor.2009.09.004 · Cited by 62
Carroll, D. (2012) · Cited by 34
Costless Creation of Strong Brands by User Communities: Implications for Producer-Owned BrandsPreprint
Füller, J., & von Hippel, E. (2008) · SSRN Electronic Journal · doi:10.2139/ssrn.1275838 · Cited by 25
Research works printed but not linked: 12
- Aaker, 1996, Resisting temptations to change a brand position/execution: The power of consistency over time, Journal of Brand Management, 3, 251, 10.1057/bm.1996.5 · doi:10.1057/bm.1996.5
- Avery, J. (2007). Saving face by making meaning: The negative effects of consumers’ self-serving response to brand extension (Doctoral Dissertation). Cambridge, MA: Harvard Business School.
- Bauerlein, V. (2010, September 14). Gatorade's mission: Sell more drinks. The Wall Street Journal, p. B6.
- Byron, E. (2010, May 14). Diaper gripes grow louder for P&G: Company staunchly defends new Pampers as allegations of rashes, leaks find traction on the Web. The Wall Street Journal, p. B1.
- Deighton, J., & Kornfeld, L. (2009). Slanket: Responding to Snuggie's market entry (Case No. 9-510-034). Cambridge, MA: Harvard Business School.
- Jargon, J. (2010, September 14). Physicians’ group seeks to link fast food consumption to heart disease rate. The Wall Street Journal, p. B10.
- Jargon, J., & Kesmodel, D. (2010, October 11). Bona fide fans chase rib-free rib sandwich: Lovers of the elusive McRib pork patty track their sightings. The Wall Street Journal, p. A1.
- Lorber, L. (2007, July 2). Small business link: How online marketing videos became a hit in their own right. The Wall Street Journal, p. B4.
- Paramount Pictures. (2009, October 9). Over one million fans demand Paranormal Activity [Press Release]. Hollywood, CA: Paramount Studios.
- Stanley, 2010, Easy as pie: How Russell Weiner turned sabotage into satisfaction, Brandweek, 51, 40
- Wasserman, 2009, Fans spread Nutella buzz, Brandweek, 50, 8
- Zaslow, J. (2010, May 5). Surviving the age of humiliation. The Wall Street Journal, p. D1.
Cited by
Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.12.002 · Cited by 3,276
The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective
Jaakkola, E., & Alexander, M. (2014) · Journal of Service Research · doi:10.1177/1094670514529187 · Cited by 1,219
How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?
Smith, A. N., Fischer, E., & Yongjian, C. (2012) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2012.01.002 · Cited by 1,044
Managing Brands in the Social Media Environment
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.09.004 · Cited by 911
Elements of strategic social media marketing: A holistic framework
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2016.05.001 · Cited by 857
Metadata
- Authors
- Fournier, S., & Avery, J.
- Venue
- Business Horizons
- Publisher
- Elsevier BV
- Published
- 2011-05
- Volume
- 54
- Issue
- 3
- Pages
- 193-207
- ISSN
- 0007-6813 (ISSN-L)
- OpenAlex
- W3121703968
- Cited by
- 685
- References
- 11
- FWCI
- 148.95
- Type
- journal article
- Language
- en
- Open access
- green
- Licence
- www.elsevier.com/tdm/userlicense/1.0/ (tdm)
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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- CoChat. (2026). Citation check: The uninvited brand. https://app.cochat.ai/papers/10.1016/j.bushor.2011.01.001
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- Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons. https://doi.org/10.1016/j.bushor.2011.01.001
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
