“It’S a Bit of a Mask, It’S Not Pure…It’S Not What I Thought”: How Doppelganger Brand Images Attack Brand Authenticity

This paper presents an interpretivist analysis of how consumers process negative information projected from doppelganger brand images in relation to perceived brand authenticity. Analysis indicates how different identity benefits (control, connection and virtue) and institutional legitimacy motivate consumers to re-evaluate brand authenticity and form a four-step brand judgement process model.



Citation:

Zoe Lee, Joanne McCloskey, and Michael Beverland (2015) ,"“It’S a Bit of a Mask, It’S Not Pure…It’S Not What I Thought”: How Doppelganger Brand Images Attack Brand Authenticity ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 173-174.

Authors

Zoe Lee, University of Bath, UK
Joanne McCloskey, University of Bath, UK
Michael Beverland, University of Bath, UK



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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