Document Type
Article
Publication Date
1-2021
Abstract
This paper presents a conceptual model that outlines the various brand relationships consumers have with a special focus on negative brand relationships that relates to anti-brand behaviors.
Based on the empathy map, the model consists of four main parts: how consumers think (share of mind) and feel (share of heart) about brands, which in turn effects what consumers say (share of voice) and do (share of wallet) with them.
The model combines more than 40 branding concepts into one comprehensive, coherent, unified and easy-to-understand model where concepts are categorized by their degree of intensity.
Published In
Marc Fetscherin and KC Raghabendra. “Anti-Consumption in the Context of Brand Relationships.” Strategic Change 30, no. 1 (January 2021):53-58. https://doi.org/10.1002/jsc.2386
Publication Title
Strategic Change
DOI
10.1002/jsc.2386