Repositioning Via Abstraction

Jonathan Lee, University of La Verne, USA
Heungsun Hwang, McGill University, Canada
An Tran, University of La Verne, USA
Repositioning is the strategic process that is motivated by a perceived discrepancy between a brand’s current and intended position. We propose an abstraction framework for repositioning based on construal level theory, arguing that abstraction can offer more effective strategic options compared to an attribute-based positioning.
[ to cite ]:
Jonathan Lee, Heungsun Hwang, and An Tran (2017) ,"Repositioning Via Abstraction", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.