Dear participant,

based on the responses received during the first round of the Delphi survey, we have developed six new questions for this second and final round to clarify remaining doubts emerged during the first phase, thus allowing to advance the conceptualization of brand hijacking.

We therefore ask you to support us again with your expertise. It will only take few minutes!
The deadline for participation is April 5th.

If you might need additional information, please do not hesitate to contact us via e-mail (indicated below). Many thanks for your time.

Best regards,

Alfonso Siano -
Maria Giovanna Confetto - 
Claudia Covucci - 
Department of political, social and communication sciences - University of Salerno, Via Giovanni Paolo II, 132 - I-84084 Fisciano (SA) - ITALY - Tel. +39 089 962214

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* 1. Which of the following terms do you think can describe the brand hijacking and you would include in its definition? You can select up to three terms

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* 2. According to your definition of Brand Hijacking and considering its impact on the organization, how would you denote the phenomenon?

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* 3. Do you agree to distinguish brand hijackers mainly in “activists” (i.e. those who are motivated by ethical and value motivations) and “opponents” (i.e. those who are driven by purely damaging purposes, such as trolls, crackers, haters, etc.)?

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* 4. What is your degree of agreement with the following statements (1 = “strongly disagree” and 5 = “totally agree”)?

  1 2 3 4 5
the organization usually suffers brand hijacking action and can only manage its effects
the organization can induce (though not explicitly) the brand hijacking action, for different purposes

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* 5. In addition to the intention to damage the organization, what do you think are the other motivational drivers for brand hijacking? Please, select all relevant answers:

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* 6. In brand management which actions should be included to prevent or/and handle the brand hijacking effects?