A Brand Reengineering Model—How to Remove Negative Stereotypes from a Brand by Bias Correction
Date Issued
2014
Date
2014
Author(s)
Liang, Kuan-Yu
Abstract
Similar to human beings, a brand may get cancer. Extending correction mechanism (Wegener and Petty 1995, 1997), the authors propose that the initial negative stereotype for a brand, like a tumor, could be removed when consumers have motivation and ability to correct it. That is, when the brand has transformed into an irrelevant product category (i.e., revolutionary change) and is renamed, consumers should have motivation as well as ability to correct for the initial negative stereotype. Under this condition, the brand will obtain better evaluation. Like a rebirth, the brand can thus transform into different product categories to lengthen its life through this manner. Furthermore, not only is the study the first direct measurements of the identification of potential bias, but it also support that participants are more likely to detect the influence of stereotype under high involvement conditions.
Subjects
品牌再塑造
轉型
改名
偏誤修正
刻板印象
SDGs
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-103-D95741003-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):c1d873bc23c79881734b641c22ad02c0