Broadening Perceptions of Familiar Brands

Robert Jewell, Kent State University, USA
Christina Saenger, Kent State University, USA
When changes in the market reveal the need for a well-defined brand to broaden its consumer perceptions, such attempts are often met with resistance. This research examines how a well-defined brand can encourage the assimilation of discrepant information into the brand meaning via comparative advertising. We propose that the comparison brand acts as a referent, facilitating the development of associations between the advertised brand and new attributes. Further, we argue that the characteristics associated with the comparison brand will moderate the ability of a brand to expand its meaning via comparative advertising.
[ to cite ]:
Robert Jewell and Christina Saenger (2009) ,"Broadening Perceptions of Familiar Brands", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 679-680.