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

Cleopatra Veloutsou, Kalliopi Chatzipanagiotou and George Christodoulides

Journal of Business Research, 2020, vol. 111, issue C, 41-51

Abstract: 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.

Keywords: Consumer-based brand equity; Strong brands; Unliked brands; Fuzzy set qualitative comparative analysis (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:111:y:2020:i:c:p:41-51

DOI: 10.1016/j.jbusres.2019.12.029

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