Synapse
⌘+K
Synapse
PulseExploreClubsResearchersJournals
Instagram
HomeClubsExplore
June 20, 2026Journal of Communication ManagementOpen Access

Beyond boundaries: towards a conceptual and theoretical explanation of the transgressive nature of brands

View Full Paper
Ask AI
Bookmark
Share

Authors

KPKristijan Petkoski

Discussion

Loading...

Member takes

Overview

Meta-theoretical analysis reveals brands as inherently transgressive entities, reshaping social relations.

Key Points

  • This work aims to reconceptualize brand transgressions and develop a theoretical framework for understanding them.
  • Conducted a meta-theoretical analysis of four branding approaches
  • Examined how communication models shape conceptualizations of brands
  • Utilized Luhmann’s social systems theory to develop a new perspective on brands
  • Reconceptualized brand transgressions as social processes that transcend boundaries
  • Identified that different brand conceptualizations, grounded in various communication theories, lead to diverse interpretations of transgressions
  • Demonstrated that viewing brands as communication systems clarifies how they facilitate transgressions and stabilize social relations

Cite This Study

Kristijan Petkoski (2026) studied this question.

synapsesocial.com/papers/6a3631a1db0793dc1a5386a8https://doi.org/10.1108/jcom-01-2026-0035
View Full Paper
Ask AI
Bookmark
Share

Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The impact of brand transgression on consumer choice: the role of moral2025 · 6 citations
  2. 2Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships2024 · 27 citations
  3. 3Buffering transgressions: role of anthropomorphism, attachment orientations and brand role in shaping advocacy intentions2026
  4. 4Toward a solution to retailer food waste? Influences of ordinary transgression on symbolic associations and the relationship with the brand2024 · 1 citations
  5. 5Brand transgressions: How, when, and why home country bias backfires2024 · 35 citations