<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from disapproving consumers. Analytic thinkers’ beliefs about a brand are diluted when they see negative information; those of holistic thinkers remain unaffected. While both analytic and holistic thinkers blame the brand equally for quality and manufacturing problems, holistic thinkers are more likely to blame contextual factors outside of the brand than analytic thinkers. This ability of holistic thinkers to focus on the outside context is the reason why their brand beliefs are not diluted.</p>
<p>State-of-the-art crisis management should be proactive vis-à-vis potentially negative events. Crisis communications that highlight contextual factors as triggers of negative incidents offer a powerful mechanism to restrict brand damage. Additionally, elaborational messages that clarify the nature of the brand extension can curb negative thoughts from analytic consumers and boost their responses.</p>
</abstract>

Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from disapproving consumers. Analytic thinkers’ beliefs about a brand are diluted when they see negative information; those of holistic thinkers remain unaffected. While both analytic and holistic thinkers blame the brand equally for quality and manufacturing problems, holistic thinkers are more likely to blame contextual factors outside of the brand than analytic thinkers. This ability of holistic thinkers to focus on the outside context is the reason why their brand beliefs are not diluted.
State-of-the-art crisis management should be proactive vis-à-vis potentially negative events. Crisis communications that highlight contextual factors as triggers of negative incidents offer a powerful mechanism to restrict brand damage. Additionally, elaborational messages that clarify the nature of the brand extension can curb negative thoughts from analytic consumers and boost their responses.

How Consumers’ Styles of Thinking Can Control Brand Dilution

College of Business, University of Alabama in Huntsville

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"How Consumers\u2019 Styles of Thinking Can Control Brand Dilution"}

Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from disapproving consumers....

How Consumers’ Styles of Thinking Can Control Brand Dilution

Publié en ligne: 20 avr. 2018

Pages: 40 - 45

DOI: https://doi.org/10.2478/gfkmir-2018-0007

Mots clés
Brand Dilution, Negative Publicity, Brand Extensions, Functional Brands, Luxury Brands, Analytic Thinking, Holistic Thinking

© 2018 Alokparna Basu Monga et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How Consumers’ Styles of Thinking Can Control Brand Dilution

Publié en ligne: 20 avr. 2018

Pages: 40 - 45

DOI: https://doi.org/10.2478/gfkmir-2018-0007

Mots clésBrand Dilution, Negative Publicity, Brand Extensions, Functional Brands, Luxury Brands, Analytic Thinking, Holistic Thinking

© 2018 Alokparna Basu Monga et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
Brand Dilution, Negative Publicity, Brand Extensions, Functional Brands, Luxury Brands, Analytic Thinking, Holistic Thinking