Building Brands For the Emerging Bicultural Market: the Appeal of Paradox Brands

Results from five studies show that certain types of brands, specifically paradox brands that incorporate contradictory brand meanings, are particularly appealing to bicultural consumers. This is due to biculturals’ greater cognitive flexibility, which enables the formation of a more vivid brand image, resulting in more favorable brand evaluations and choice.


Maria A. Rodas, Deborah Roedder John, and Carlos Torelli (2020) ,"Building Brands For the Emerging Bicultural Market: the Appeal of Paradox Brands", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 631-632.


Maria A. Rodas, University of Southern California
Deborah Roedder John, University of Minnesota, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 48 | 2020

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