When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

Sjödin, Henrik; Törn, Fredrik

doi:10.1002/cb.44

Cited by 61 publications

(50 citation statements)

References 68 publications

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“…Owing to the vast amount of information available, information absorption has become very superfi cial ( Petty et al , 1983 ;Chang, 2005 ; T ö rn and Dahlen, 2008 ). Consumers therefore often do not understand and remember information as the communicator intended ( Poiesz and Verhallen, 1989 ;Sj ö din and T ö rn, 2006 ). Instead, consumers perceive information as ambiguous, and inconsistent with their existing brand schema.…”

Section: Claritymentioning

confidence: 92%

“…Instead, consumers perceive information as ambiguous, and inconsistent with their existing brand schema. Consequently, information processing demands more cognitive effort from consumers, to resolve these inconsistencies ( Markus and Zajonc, 1985 ;Meyers-Levy and Tybout, 1989 ;Dahlen and Lange, 2004 Consequently, by pursuing a continuous communication strategy, brand managers can develop a coherent and enduring brand image ( Smith and Houston, 1985 ;Fiske and Taylor, 1991 ;Sj ö din and T ö rn, 2006 ;Yoo et al , 2009 ). However, if the communication is not maintained (that is, brand messages change frequently), newly learnt information may overlay previously stored information in the brand schema, or just fade over time.…”

Section: Claritymentioning

confidence: 96%

“…In addition, repetition of the same brand associations can reduce the perception of inconsistencies ( Lane, 2000 ;Sj ö din and T ö rn, 2006 ). Muncy, 2005 ).…”

Section: Continuitymentioning

confidence: 97%

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The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity

Kocyigit¹,

Ringle²

2011

J Brand Manag

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The escalating competition between fi rms, the surge in brand advertising and the fragmentation of the media epitomize the most recent transformations in the consumer environment. These transformations add to the challenge when brand managers attempt to clearly present their brand ' s core associations. Customers are often unintentionally given indistinct and inconsistent brand messages, resulting in brand confusion (BC). When brands confuse consumers, they develop a negative perception of the brand equity, and the brands become dysfunctional. This occurrence threatens brand strength and is therefore of major importance for marketing managers. Studies exploring BC describe it as comprising three dimensions (that is, brand similarity, brand clarity and brand credibility). This research is the fi rst to include fi ve important components and thus views BC more in its entirety. The two new key dimensions that we introduce are brand continuity and brand diversity. In addition to extending the explanation of BC, this study initially shows this construct ' s strong direct impact on sustainable brand satisfaction (SBS). Our fi ndings reveal that BC affects SBS negatively, leading to a greater proneness to buy private label brands, thereby harming brand equity. confusion (BC) is a state of mind in which consumers have a confused and / or unclear image of a brand stored in their memory. Burmann and Weers (2006) conceptualize BC as a three-dimensional phenomenon that occurs when brands are perceived as (a) similar (brand similarity), (b) inconsistent (brand clarity) and / or (c) inauthentic (brand credibility). In spite of these authors ' major contributions in capturing the dimensions of BC, there are still certain important dimensions that have not as yet been detected. We believe that (d) brand continuity and (e) brand diversity are these additional important dimensions of BC. We thus extend the contents of the BC construct, which will help brand managers grasp this key area of concern more precisely. From a managerial perspective, understanding the factors that affect BC is the main precondition for counteracting brand equity decay. Weers (2008) , who was the fi rst to test BC empirically, focuses on the confusion of brands within a product category and analyzes the moderating effect of BC on the link between satisfaction and loyalty. He fi nds empirical evidence that the higher the BC, the weaker the link between customer satisfaction and brand loyalty. However, the moderator effect is very low. In contrast, our research focuses on a specifi c, single brand, which allows us to analyze the direct effect of BC on sustainable brand satisfaction (SBS); that is, a construct that combines the elements of brand satisfaction and brand loyalty. We replicate and extend Weers ' research by considering brand satisfaction and brand loyalty as well, but more importantly we generate new insights by not only extending BC with two new dimensions, but also by analyzing BC ' s direct effect on brand satisfaction and brand loyalty. Testi...

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Section: Claritymentioning

confidence: 92%

Section: Claritymentioning

confidence: 96%

See 1 more Smart Citation

The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity

Kocyigit¹,

Ringle²

2011

J Brand Manag

View full text Add to dashboard Cite

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“…Concepts such as brand equity (Keller, 2003), brand positioning (Ries and Trout, 2001;Quelch and Jocz, 2005), brand identity (Nandan, 2005), and brand image (Sjodin and Torn, 2006) are gaining traction in the branding of places rather than being limited in application to traditional products and services. Kotler and Gertner (2002) compared a country to a company and indicated that countries should develop a unique brand image to empower investment and tourism attraction capabilities.…”

Section: Place Branding and Imagementioning

confidence: 99%

The role of place branding and image in the development of sectoral clusters: The case of Dubai

Hafeez¹,

Foroudi

Dinnie³

et al. 2016

J Brand Manag

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“…Therefore, it is important for marketing researchers and brand managers to understand how consumers evaluate them (Estes et al 2012). A successful brand message strategy relies on a congruent communication and a clear brand image (Sjodin, Torn 2006).…”

Section: Introductionmentioning

confidence: 99%

An Integrated Model for Extending Brand Based on Fuzzy Aras and Anp Methods

Zamani

Rabbani

Yazdani-Chamzini

et al. 2014

Journal of Business Economics and Management

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Abstract. Brand extension is one of the most popular strategies in marketing. This is due to the fact that consumers usually take into account the brand first because it indirectly reflects the design, quality, and functions. According to the significant role of brand in creating benefit and diminishing risk for a new product, this study intended to develop a novel model for selecting the most appropriate strategy in brand extension. However, there are a number of criteria influencing the possible strategies, and they often are interdependent. Therefore, a multi-criteria decision making model based on Analytic Network Process and Additive Ratio Assessment methods has been developed to systematically clarify the interdependent relationships among the evaluation criteria of brand extension and then, scientifically evaluate the feasible strategies and rank the priorities of brand extension strategies. The results of the proposed model show that "Production cost" is the most important factor, followed by "Quality of parent brand" and "Perceived risk" while "Ice cream" is the highest satisfaction of brand extension.

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When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

Cited by 61 publications

References 68 publications

The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity

The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity

The role of place branding and image in the development of sectoral clusters: The case of Dubai

An Integrated Model for Extending Brand Based on Fuzzy Aras and Anp Methods

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