Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand Relationship on Brand Meaning

Claudio Alvarez, Boston University, USA
Remi Trudel, Boston University, USA
Susan Fournier, Boston University, USA
How much do consumers agree on what a brand means to them? An implicit assumption in most branding research and practice is that brand meaning is consensual. This paper empirically tests this assumption and finds that, contrary to established wisdom, consumers disagree more than agree on the meanings of brands.
[ to cite ]:
Claudio Alvarez, Remi Trudel, and Susan Fournier (2013) ,"Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand Relationship on Brand Meaning", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.