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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 194-199.

Authors

Jennifer L. Stoner, University of Minnesota, USA
Carlos J. Torelli, University of Minnesota, USA
Alokparna (Sonia) Monga, University of South Carolina, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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