Repositioning Via Abstraction

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.



Citation:

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, Pages: 449-453.

Authors

Jonathan Lee, University of La Verne, USA
Heungsun Hwang, McGill University, Canada
An Tran, University of La Verne, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations

Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore

Read More

Featured

Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments

Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.