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Emotional Branding and the Strategic Value of the Doppelganger Brand Image

Rindfleisch, Aric - ; Thompson, Craig J. - ; Arsel, Zeynep - ;

Emotional branding is widely heralded as a key to marketing success. However, little attention has been given to the risks posed by this strategy. This article argues that emotional-branding strategies are conducive to the emergence of a doppelganger brand image, which is defined as a family of disparaging images and meanings about a brand that circulate throughout popular culture. This article's thesis is that a doppelganger brand image can undermine the perceived authenticity of an emotional-branding story, and thus the identity value that the brand providers to consumers. The authors discuss how the tenets of emotional branding paradoxically encourage the formation and propagation of doppelganger brand image. This article develops the counterintuitive proposition that rather than merely being a threat to be managed, doppelganger brand image can actually benefit a brand by providing early warning signs that an emotional-branding story is beginning to lose its culture resonance. This article demonstrates these ideas through an analysis of the doppelganger brand image that is beginning to haunt a paragon of emotional branding-Starbucks. The authors conclude with a discussion of how marketing managers can proactively use the inside gained by analyzing a doppelganger brand image.


Ketersediaan

Call NumberLocationAvailable
JM7001PSB lt.dasar - Pascasarjana1
PenerbitChicago, IL: American Marketing Association 2006
EdisiVol. 70, No. 1, Jan., 2006
SubjekPopular culture
Risks
Emotional branding
Doppelganger brand image
Analyzing
ISBN/ISSN0022-2429
KlasifikasiNONE
Deskripsi Fisik15 p.
Info Detail SpesifikJournal of Marketing
Other Version/RelatedTidak tersedia versi lain
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  • Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

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