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

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  • Veloutsou, Cleopatra
  • Chatzipanagiotou, Kalliopi
  • Christodoulides, George

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.

Suggested Citation

  • Veloutsou, Cleopatra & Chatzipanagiotou, Kalliopi & Christodoulides, George, 2020. "The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands," Journal of Business Research, Elsevier, vol. 111(C), pages 41-51.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:41-51
    DOI: 10.1016/j.jbusres.2019.12.029
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    3. Paula Rodríguez–Torrico & Sonia San-Martín & Rebeca San José Cabezudo, 2022. "¿Conectamos? El marketing relacional en la era del mix de canales," DOCFRADIS Working Papers 2204, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2022.
    4. Cleopatra Veloutsou, 2023. "Enlightening the brand building–audience response link," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 550-566, November.
    5. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
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    7. Marc Dressler & Ivan Paunovic, 2021. "The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity," Sustainability, MDPI, vol. 13(3), pages 1-18, January.
    8. Boukis Achilleas, 2022. "Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market," Review of Marketing Science, De Gruyter, vol. 20(1), pages 233-255, September.
    9. Khalifa, Dina & Shukla, Paurav, 2021. "When luxury brand rejection causes brand dilution," Journal of Business Research, Elsevier, vol. 129(C), pages 110-121.

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