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Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value

Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance... PurposeThe purpose of this paper is to explore the phenomena of Apple iPhone jailbreaking, a novel scenario where a company actively oppresses and discourages the co-creation of value and customisation of its products by loyal consumers.Design/methodology/approachThis paper conducted a qualitative content and thematic analysis of online jailbreaker discourse to understand the motivations and reasons driving consumers to resist a brand to which they remain extremely loyal.FindingsThree themes explain jailbreaker motivations: enhanced experience, individual right of self-expression and anti-hegemony. Further two themes explain the differing motivations driving hacktivists to create the “exploits” that are subsequently used by jailbreakers (liberating the masses; status and notoriety). Finally, an integrative conceptual model is provided to showcase how disparate theories of consumer behaviour are synthesised during this novel phenomena.Originality/valueIn contrast to previous work, the consumer activists featured in this paper are devoted to the brand and product they are resisting. Rather than switching to an alternative brand, these jailbreakers and hacktivists remain loyal to the product in a genuine effort to help the brand. Even more interesting is the brand actively oppressing these loyal consumers’ attempts to modify and, in some cases, improve their products. Overall, this paper highlights the contradictory relationship between Apple and some of its consumers and demonstrates how brand loyalty, dissatisfaction, resistance/activism and co-creation can co-exist within the same consumer–brand relationship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value

Journal of Product & Brand Management , Volume 26 (4): 14 – Jul 17, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1061-0421
DOI
10.1108/JPBM-11-2015-1045
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to explore the phenomena of Apple iPhone jailbreaking, a novel scenario where a company actively oppresses and discourages the co-creation of value and customisation of its products by loyal consumers.Design/methodology/approachThis paper conducted a qualitative content and thematic analysis of online jailbreaker discourse to understand the motivations and reasons driving consumers to resist a brand to which they remain extremely loyal.FindingsThree themes explain jailbreaker motivations: enhanced experience, individual right of self-expression and anti-hegemony. Further two themes explain the differing motivations driving hacktivists to create the “exploits” that are subsequently used by jailbreakers (liberating the masses; status and notoriety). Finally, an integrative conceptual model is provided to showcase how disparate theories of consumer behaviour are synthesised during this novel phenomena.Originality/valueIn contrast to previous work, the consumer activists featured in this paper are devoted to the brand and product they are resisting. Rather than switching to an alternative brand, these jailbreakers and hacktivists remain loyal to the product in a genuine effort to help the brand. Even more interesting is the brand actively oppressing these loyal consumers’ attempts to modify and, in some cases, improve their products. Overall, this paper highlights the contradictory relationship between Apple and some of its consumers and demonstrates how brand loyalty, dissatisfaction, resistance/activism and co-creation can co-exist within the same consumer–brand relationship.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jul 17, 2017

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