Broadening Perceptions of Familiar Brands
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.
Citation:
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.
Authors
Robert Jewell, Kent State University, USA
Christina Saenger, Kent State University, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media
Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France
Featured
Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels
Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Featured
To Trace is to Trust: From Product Traceability to Brand Trust
Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA