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

In: Journal of consumer behaviour, Band 5, Heft 1, S. 32-42

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.