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

Citations Over TimeTop 10% of 2006 papers

Abstract

Abstract In this conceptual paper, the authors review literature on how consumers react when a piece of brand communication is incongruent with established brand associations. Although brand experts typically criticize such brand image incongruity , it is a fact that companies do communicate in a way that challenges existing associations, for example in advertising or when launching brand extensions. The article integrates previous work—which has been scattered across several poorly connected domains—into a coherent framework. The authors propose effects of brand image incongruity on consumers' processing and evaluation. They also identify marketing implications and avenues for future research. The propositions imply opportunities for brand management, thus suggesting the need for a balanced view on brand image incongruity. Copyright © 2006 John Wiley & Sons, Ltd.

Related Papers

• → Understanding brand equity for successful brand extension(1995)401 cited
• → The effect of brand extension strategies upon brand image(2004)303 cited
• The effects of brand extensions(2009)
• → Quantifying the Level of Awareness on Brand Extension using Index as the Tool(2019)
• → Types of Brand Extension Strategies and Their Role in Brand Congruency in Corporate Brand Extensions(2018)