Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

  title={Emotional Branding and the Strategic Value of the Doppelg{\"a}nger Brand Image},
  author={Craig J. Thompson and Aric Rindfleisch and Zeynep Arsel},
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
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