The Asymmetric Effect of Portfolio- and Image-Based Abstractness For Building and Protecting Brand Equity

Jennifer L. Stoner, University of Minnesota, USA
Carlos J. Torelli, University of Minnesota, USA
Alokparna (Sonia) Monga, University of South Carolina, USA
This research shows that although building abstract brand portfolios and imbuing brands with abstract human-like characteristics can both be successful strategies for eliciting more favorable brand evaluations, the latter strategy boosts brand evaluations to a greater extent, and also shields better from brand dilution in the face of brand scandals.
[ to cite ]:
Jennifer L. Stoner, Carlos J. Torelli, and Alokparna (Sonia) Monga (2014) ,"The Asymmetric Effect of Portfolio- and Image-Based Abstractness For Building and Protecting Brand Equity", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 194-199.