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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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