Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

@inproceedings{Thompson2010EmotionalBA,
  title={Emotional Branding and the Strategic Value of the Doppelg{\"a}nger Brand Image},
  author={Craig J. Thompson and Aric Rindfleisch and Zeynep Arsel},
  year={2010}
}
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 doppelgänger 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 doppelgänger brand image can undermine the perceived authenticity of an emotional… CONTINUE READING
Highly Cited
This paper has 33 citations. REVIEW CITATIONS

From This Paper

Figures, tables, and topics from this paper.

Citations

Publications citing this paper.
Showing 1-10 of 26 extracted citations

References

Publications referenced by this paper.
Showing 1-10 of 71 references

Religiosity in the Abandoned Apple Newton Brand Community,

  • Hope Jensen Schau
  • Journal of Consumer Research,
  • 2005
Highly Influential
3 Excerpts

Trying to Be Cosmopolitan,

  • Siok Kuan Tambyah
  • Journal of Consumer Research,
  • 1999
Highly Influential
3 Excerpts

A Whole New Mind

  • Pink, H Daniel
  • New York: Riverhead Books
  • 2005

Brand Hijack: Marketing Without Marketing

  • Wipperfürth, Alex
  • 2005

Communal Consumption and the Brand,

  • O’Guinn, C Thomas, Albert M. Muniz
  • Inside Consumption: Frontiers of Research on…
  • 2005

Adversaries of Consumption: Consumer Movements, Activism, and Ideology,

  • Jay M. Handelman
  • Journal of Consumer Research,
  • 2004
1 Excerpt

Similar Papers

Loading similar papers…