The consumer-based brand equity deconstruction and restoration process: lessons from unliked brands

Veloutsou, C. , Chatzipanagiotou, K. and Christodoulides, G. (2020) The consumer-based brand equity deconstruction and restoration process: lessons from unliked brands. Journal of Business Research, 111, pp. 41-51. (doi: 10.1016/j.jbusres.2019.12.029)

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This research is motivated by the growing negative consumer sentiment, perceptions and behaviors toward brands, and the increasing need for firms to develop actionable strategies to address this phenomenon. By recognizing the paucity of research on consumer-based brand equity (CBBE) for unliked brands, the aim of this research is to illuminate the CBBE deconstruction and restoration process for consumers’ unfavorable brands. Analyzing relevant consumer survey data by means of fuzzy set qualitative comparative analysis (fsQCA) identifies self-brand connection and partner quality as the key links for the deconstruction and restoration of CBBE respectively. The paper concludes with a discussion of the theoretical and managerial implications of the findings and directions for future research.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Chatzipanagiotou, Dr Kalliopi and Veloutsou, Professor Cleopatra
Authors: Veloutsou, C., Chatzipanagiotou, K., and Christodoulides, G.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Business Research
ISSN (Online):1873-7978
Published Online:02 March 2020
Copyright Holders:Copyright © 2019 The Author(s).
First Published:First published in Journal of Business Research 111: 41-51
Publisher Policy:Reproduced under a Creative Commons licence

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
162349A European Study in Consumer Based Brand Equity (CBBE)Cleopatra VeloutsouEconomic and Social Research Council (ESRC)RES-000-22-3431BS - Management