When Bigger Isn't Better: How Perceptions of Market Dominance Interact With Existing Brand Images to Impact Brand Favorability

Jennifer Stoner, University of North Dakota, USA
Carlos Torelli, University of Illinois, USA
Brands that are market dominant are often described and perceived as powerful. This powerful image may conflict with other brand images, namely warmth. We find that communicating dominance over competitors can negatively impact consumer perceptions of brands with warm images.
[ to cite ]:
Jennifer Stoner and Carlos Torelli (2016) ,"When Bigger Isn't Better: How Perceptions of Market Dominance Interact With Existing Brand Images to Impact Brand Favorability", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 641-642.