2E Tradition Brand Concepts and Social Media: a Brand Dilution View

In three studies, we find that when a brand with a tradition concept engages in social media activities, consumers experience conflict, which leads to brand dilution. This effect can be mitigated when social media facilitates collectivity (versus individuality).



Citation:

Gunben Ceren Aksu, Alokparna (Sonia) Monga, and Carlos Torelli (2019) ,"2E Tradition Brand Concepts and Social Media: a Brand Dilution View", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 956-956.

Authors

Gunben Ceren Aksu, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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