Using Consumers’ Representation of Brands to Understand Which Changes Disrupt Identity
This work aims to understand what changes disrupt brand identity by exploring consumers’ mental representations of brands. We demonstrate that changes to aspects of a brand seen as more causally related to other brand aspects are more disruptive to brand identity and more negatively impact anticipated use.
Stephanie Chen and Oleg Urminsky (2019) ,"Using Consumers’ Representation of Brands to Understand Which Changes Disrupt Identity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 185-189.
Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA
NA - Advances in Consumer Research Volume 47 | 2019
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