How Are Consumers Reacting to Brand Sobriety: An Analysis of Perceived Coherence and Message Tone in a Canadian Context
Author:
Affiliation:
1. Université du Québec à Montréal (ESG UQAM), Montréal, Québec, Canada
Funder
The Social Sciences and Humanities Research Council
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/10496491.2024.2386237
Reference144 articles.
1. Aaker, D. A. (2004). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage and clarity.
2. Aaker, D. A. (2010). Brand relevance: Making competitors irrelevant. John Wiley & Sons.
3. Win the Brand Relevance Battle and Then Build Competitor Barriers
4. Consumer Evaluations of Brand Extensions
5. Brand passion: Antecedents and consequences
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