DOAJ Open Access 2018

How Consumers’ Styles of Thinking Can Control Brand Dilution

Monga Alokparna Basu Hsu Liwu

Abstrak

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.

Topik & Kata Kunci

Marketing. Distribution of products

Penulis (2)

Monga Alokparna Basu

Hsu Liwu

Format Sitasi

APA MLA BibTeX

Basu, M.A., Liwu, H. (2018). How Consumers’ Styles of Thinking Can Control Brand Dilution. https://doi.org/10.2478/gfkmir-2018-0007

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Informasi Jurnal

Tahun Terbit: 2018
Sumber Database: DOAJ
DOI: 10.2478/gfkmir-2018-0007
Akses: Open Access ✓