{"id":"https://openalex.org/W4245047706","doi":"https://doi.org/10.1108/jpbm-01-2017-1385","title":"Brand vulgarity","display_name":"Brand vulgarity","publication_year":2018,"publication_date":"2018-07-16","ids":{"openalex":"https://openalex.org/W4245047706","doi":"https://doi.org/10.1108/jpbm-01-2017-1385"},"language":"en","primary_location":{"id":"doi:10.1108/jpbm-01-2017-1385","doi":"https://doi.org/10.1108/jpbm-01-2017-1385","is_oa":false,"landing_page_url":"https://doi.org/10.1108/jpbm-01-2017-1385","pdf_url":null,"source":{"id":"https://openalex.org/S58171247","display_name":"Journal of Product & Brand Management","issn_l":"1061-0421","issn":["1061-0421","2054-1643"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-4","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Product & Brand Management","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5028473175","display_name":"Merlyn A. Griffiths","orcid":"https://orcid.org/0000-0003-0007-3915","observed_orcids":["https://orcid.org/0000-0003-0007-3915"]},"institutions":[{"id":"https://openalex.org/I169335092","display_name":"University of North Carolina at Greensboro","ror":"https://ror.org/04fnxsj42","country_code":"US","type":"education","lineage":["https://openalex.org/I169335092"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Merlyn A. Griffiths","raw_affiliation_strings":["University of North Carolina, Greensboro, North Carolina, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of North Carolina, Greensboro, North Carolina, USA","institution_ids":["https://openalex.org/I169335092"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5028473175"],"corresponding_institution_ids":["https://openalex.org/I169335092"],"apc_list":null,"apc_paid":null,"fwci":1.6418,"has_fulltext":false,"cited_by_count":9,"citation_normalized_percentile":{"value":0.89084666,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":96},"biblio":{"volume":"27","issue":"4","first_page":"404","last_page":"414"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13959","display_name":"Swearing, Euphemism, Multilingualism","score":0.9320999979972839,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13959","display_name":"Swearing, Euphemism, Multilingualism","score":0.9320999979972839,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.052799999713897705,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.007899999618530273,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/expletives","display_name":"expletives","score":0.8709999918937683},{"id":"https://openalex.org/keywords/swearing","display_name":"swearing","score":0.6620000004768372},{"id":"https://openalex.org/keywords/brand-naming","display_name":"brand naming","score":0.8299999833106995},{"id":"https://openalex.org/keywords/brand-image","display_name":"brand image","score":0.4749999940395355},{"id":"https://openalex.org/keywords/consumer-receptivity","display_name":"consumer receptivity","score":0.859000027179718},{"id":"https://openalex.org/keywords/perceived-offensiveness","display_name":"perceived offensiveness","score":0.8109999895095825},{"id":"https://openalex.org/keywords/brand-attention","display_name":"brand attention","score":0.39100000262260437}],"concepts":[{"id":"https://openalex.org/C2779420664","wikidata":"https://www.wikidata.org/wiki/Q4128384","display_name":"Vulgarity","level":2,"score":0.9220033884048462},{"id":"https://openalex.org/C2776323365","wikidata":"https://www.wikidata.org/wiki/Q171180","display_name":"Taboo","level":2,"score":0.6076165437698364},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.544501006603241},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.5037307143211365},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.49457237124443054},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.4532202482223511},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.4464058578014374},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.44372448325157166},{"id":"https://openalex.org/C107038049","wikidata":"https://www.wikidata.org/wiki/Q35986","display_name":"Aesthetics","level":1,"score":0.338363379240036},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.24370309710502625},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.13366714119911194},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.12499547004699707},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.08821123838424683},{"id":"https://openalex.org/C19165224","wikidata":"https://www.wikidata.org/wiki/Q23404","display_name":"Anthropology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1108/jpbm-01-2017-1385","doi":"https://doi.org/10.1108/jpbm-01-2017-1385","is_oa":false,"landing_page_url":"https://doi.org/10.1108/jpbm-01-2017-1385","pdf_url":null,"source":{"id":"https://openalex.org/S58171247","display_name":"Journal of Product & Brand Management","issn_l":"1061-0421","issn":["1061-0421","2054-1643"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-4","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Product & Brand Management","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":56,"referenced_works":["https://openalex.org/W99790071","https://openalex.org/W191441680","https://openalex.org/W564380437","https://openalex.org/W1789733135","https://openalex.org/W1966406074","https://openalex.org/W1967058415","https://openalex.org/W1967641706","https://openalex.org/W1969486083","https://openalex.org/W1970737474","https://openalex.org/W1971269520","https://openalex.org/W1974171265","https://openalex.org/W1979106596","https://openalex.org/W1984321139","https://openalex.org/W1993697752","https://openalex.org/W2000072685","https://openalex.org/W2012539214","https://openalex.org/W2018803715","https://openalex.org/W2020664398","https://openalex.org/W2027423851","https://openalex.org/W2031612579","https://openalex.org/W2034011606","https://openalex.org/W2063213599","https://openalex.org/W2066644838","https://openalex.org/W2067195697","https://openalex.org/W2067273871","https://openalex.org/W2072885308","https://openalex.org/W2075824045","https://openalex.org/W2082234455","https://openalex.org/W2084554634","https://openalex.org/W2097590161","https://openalex.org/W2098599487","https://openalex.org/W2101460989","https://openalex.org/W2111771113","https://openalex.org/W2114759629","https://openalex.org/W2116665381","https://openalex.org/W2126422664","https://openalex.org/W2131942188","https://openalex.org/W2131971003","https://openalex.org/W2135229063","https://openalex.org/W2135585144","https://openalex.org/W2137895012","https://openalex.org/W2145366516","https://openalex.org/W2152941631","https://openalex.org/W2164189162","https://openalex.org/W2177677684","https://openalex.org/W2264515133","https://openalex.org/W2323737506","https://openalex.org/W2325115548","https://openalex.org/W2332182178","https://openalex.org/W2410788668","https://openalex.org/W2477388224","https://openalex.org/W2893598318","https://openalex.org/W2903217362","https://openalex.org/W2992742316","https://openalex.org/W3022335013","https://openalex.org/W4256173697"],"related_works":["https://openalex.org/W2388711532","https://openalex.org/W4407397691","https://openalex.org/W6980913498","https://openalex.org/W3011074600","https://openalex.org/W3012288797","https://openalex.org/W6966847918","https://openalex.org/W6999008845","https://openalex.org/W4251933401","https://openalex.org/W7061824999","https://openalex.org/W2044777717"],"abstract_inverted_index":{"Purpose":[0],"The":[1,37,147,163],"purpose":[2],"of":[3,11,35,55,123,140,165,172,188,204],"this":[4,40],"study":[5,73],"is":[6,29,99],"to":[7,85,92,101,133,176,200],"explore":[8],"the":[9,17,47,53,69,76,119,138,169,198,202,209],"use":[10,164],"expletives":[12],"and":[13,23,45,63,82,110,118,121,168,182,207],"derogatory":[14],"terminology":[15,167],"in":[16,52,79,135,179],"naming":[18],"structure":[19],"for":[20,161],"companies,":[21],"products":[22],"brands;":[24],"a":[25,32,87,151],"marketing":[26,84],"strategy":[27],"which":[28,91],"growing":[30,170],"across":[31,211],"wide":[33],"range":[34],"industries.":[36,213],"author":[38],"defines":[39],"concept":[41,203],"as":[42,49,57,61,143,197],"brand":[43,94,141,152,189,205],"vulgarity":[44,98,127,206],"explores":[46],"practice,":[48],"it":[50],"situates":[51],"midst":[54],"irony,":[56],"terms":[58],"commonly":[59],"held":[60],"taboo":[62],"societally":[64],"indecent,":[65],"are":[66],"moving":[67],"into":[68],"mainstream.":[70],"Design/methodology/approach":[71],"This":[72,192],"draws":[74],"on":[75,185],"established":[77],"literature":[78],"branding,":[80],"profanity":[81],"ironic":[83],"create":[86],"conceptual":[88],"framework":[89],"through":[90],"understand":[93],"vulgarity.":[95,190],"Findings":[96],"Brand":[97,126],"intended":[100],"capture":[102],"attention.":[103,162],"However,":[104],"several":[105],"factors":[106,113],"influence":[107,184],"consumer":[108,173],"receptivity":[109,174],"acceptance.":[111],"These":[112],"include":[114],"perceived":[115],"offensiveness":[116],"exposure":[117],"reclaiming":[120],"reappropriation":[122],"vulgar":[124,166],"terms.":[125],"not":[128],"only":[129],"challenges":[130],"traditional":[131],"approaches":[132],"nomenclature":[134],"branding":[136],"but":[137],"building":[139],"image":[142],"well.":[144],"Social":[145],"implications":[146],"marketplace":[148],"has":[149],"become":[150],"war":[153],"demarcated":[154],"by":[155],"fierce":[156],"competition":[157],"each":[158],"entity":[159],"vying":[160],"ease":[171],"calls":[175],"question":[177],"changes":[178],"sociocultural":[180],"sensitivity":[181],"its":[183],"social":[186],"acceptance":[187],"Originality/value":[191],"work":[193],"breaks":[194],"new":[195],"ground":[196],"first":[199],"introduce":[201],"examine":[208],"practice":[210],"multiple":[212]},"counts_by_year":[{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":2},{"year":2019,"cited_by_count":1}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2022-05-12T00:00:00"}