How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic
Markus Giesler
Journal of Marketing, November 2012
A doppelgänger brand image is a family of disparaging images and stories about a brand that are circulated in popular culture by a loosely organized network of consumers, antibrand activists, bloggers, and opinion leaders in the news and entertainment media.
The Market Creation Process in the Presence of Doppelganger Brand Images
The market creation process may be understood as a progressive sequence of brand image battles. The meanings of a new technological product or practice evolve in the course of contestations between brand images promoted by the innovator and doppelgänger brand images promoted by other stakeholders.
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Craig J. Thompson, Aric Rindfleisch, Zeynep Arsel (2006). Emotional Branding and the Strategic Value of the Doppelgänger Brand Image. Journal of Marketing: Vol. 70, No. 1, pp. 50-64.
Great article on doppelganger brand image. Portals like Adbuster furthermore exacerbate things for the brand. The uprising of consumerism catapulted with internet has made this phenomenon apparent.
ReplyDeleteFor example the doppelganger brand image of Starbucks has been portrayed as sugar bombs, which completely makes sense.
In my blog post, I have reflected on many such examples. 👇
http://investinganswer.blogspot.com/2018/03/doppelganger-brand-images-that-opened.html