Emotional Branding and the Strategic Value of the Doppelgänger Brand Image

By Craig J Thompson, A. Rindfleisch, Zeynep Arsel. 2006

817 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/a6f87187553ab5b1f85b30f63cecd105f222a91f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Ayşegül Özsomer
2. Candice R. Hollenbeck
3. Weichun Zhu
4. Eileen Fischer
5. Adamantios Diamantopoulos
6. Francesca Gino
7. Hongwei He
8. Susan Fournier

In Literature and Literary Theory

1. Eileen Fischer
2. Adamantios Diamantopoulos
3. Francesca Gino
4. George M. Zinkhan

In Marketing

1. Adamantios Diamantopoulos
2. Petra Riefler
3. Claudio Alvarez
4. John F. Sherry
5. Stefania Borghini
6. M. Mcgrath
7. Nina Diamond
8. A. Muñiz

Citations in the corpus

• Authenticating brand activism: Negotiating the boundaries of free speech to make a change (2021, background): “Poor moral sensitivity nurtures the development of doppelganger brand images (Giesler 2012; Thompson et al. 2006).”
• Things Fall Apart: The Dynamics of Brand Audience Dissipation (2015, background): “Whereas semiotic perspectives highlight that brands may suffer when their narratives no longer seem authentic (Thompson et al. 2006) or when they fail to address acute cultural contradictions (Holt 2004), assemblage theoretic perspectives show that vulnerabilities may arise when material capacities ”
• Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “Firms should try harder to build strong emotional attachment with their brands through emotional branding (Thompson et al., 2006).”
• American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research (2009, background): “The effort to achieve this objective has focused the attention of both academics (e.g., Brown, Kozinets, and Sherry 2003; Holt 2004; Thompson, Rindfleisch, and Arsel 2006) and practitioners (e.g., Atkins 2004; Wipperfurth 2005) on brands with legendary or cult status and the strong visceral element…”
• Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart (2010, background): “According to Thompson, Rindfleisch, and Arsel ( 2006 ), brand image is a matter of “perceived meaning,” and the anti‐brand community provides a cultural mythology that fosters that meaning.”
• Cosmopolitan consumers as a target group for segmentation (2012, background): “cultures, as well as their appreciation for diversity, cosmopolitan consumers are not expected to exhibit any strong purchase intentions for global brands (e.g., Beck, 2004; Thompson et al., 2006); in contrast, globally oriented consumers are expected to prefer global brands as they comply with thei”