The asymmetric effect of portfolio and image abstractness
| DOI | https://doi.org/10.1108/JPBM-06-2016-1233 |
| Pages | 503-515 |
| Published date | 21 August 2017 |
| Date | 21 August 2017 |
| Author | Jennifer L. Stoner,Carlos J. Torelli,Alokparna Basu Monga |
| Subject Matter | Marketing,Product management,Brand management/equity |
The asymmetric effect of portfolio
and image abstractness
Jennifer L. Stoner
University of North Dakota, Grand Forks, North Dakota, USA
Carlos J. Torelli
University of Illinois at Urbana-Champaign, Champaign, Illinois, USA, and
Alokparna Basu Monga
Rutgers University New Brunswick, New Brunswick, New Jersey, USA
Abstract
Purpose – This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio
abstractness) and those built through establishing human-like images (i.e. image abstractness), and investigates the joint effect of the two types
of brand abstractness on building brand equity.
Design/methodology/approach – The three studies presented use experimental design with participants in a laboratory setting and members of
an online participant panel.
Findings – Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio can generate favorable brand
evaluations, this positive effect is marginal compared to when the brand is imbued with human-like characteristics. Furthermore, the favorable
effects on brand equity because of abstractness associated with a human-like brand image are evident in protection from brand dilution in the face
of negative publicity.
Research limitations/implications – The findings suggest that a consideration of different forms of abstractness is key to unlocking the
complexities of understanding customer-based brand equity.
Practical implications – This research shows that although building abstractness through a diversified product portfolio or a symbolic, human-like
brand image can favorably impact customer-based brand equity (i.e. attitudes and responses to negative publicity), the former strategy has a
marginal effect compared to the latter.
Originality/value – This is the first research to conceptualize brand abstractness as stemming from broad portfolios or from human-like brand
images. Additionally, it provides a holistic understanding of how these two forms of abstractness jointly influence brand evaluations and responses
to negative publicity.
Keywords Brand management, Brand image, Consumer brand equity, Negative publicity, Portfolio breadth
Paper type Research paper
1. Introduction
Heinz and Grey Poupon are two brands a consumer is likely to
see in the condiment aisle of any American grocery store.
These two brands have built brand equity through very
different strategies. Heinz is associated with a broad product
category, condiments. The brand offers not only many
varieties of ketchup, but also mustard, pickle relish and a host
of other things designed to impart flavor into other foods. The
brand’s marketing efforts have focused on the breadth of its
product portfolio through the use of a “57 varieties” slogan.
Grey Poupon on the other hand has focused on a core
product, Dijon mustard, and has created a human-like, high
status image for the brand. Its well-known ads focus on
building an abstract image of status and sophistication by
featuring passengers of Rolls-Royce luxury cars asking
“Pardon me, would you have any Grey Poupon?”.
Consumer choices are often driven by how product features
(e.g. crunchiness in cereal) are represented in terms of abstract
consequences derived from product consumption (e.g. “more
flavor experience” or “makes me feel better”, Gutman, 1982).
Interpreting product information in terms of higher-order
knowledge structures helps consumers to understand the
personal importance of product attributes (Reynolds and
Gutman, 1988). In an attempt to differentiate from
competitors, brands aim to build unique abstract images (or
brand concepts,Park et al., 1991) that seem more relevant to
consumers. Both Heinz and Grey Poupon have built unique,
abstract meanings; however, the abstractness comes from two
very different sources. In the case of Heinz, abstractness is
based on the development of a diverse product portfolio
linking the brand to a broad product category (i.e. condiments
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
26/5 (2017) 503–515
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-06-2016-1233]
Received 28 June 2016
Revised 7 November 2016
11 March 2017
24 April 2017
Accepted 25 April 2017
503
To continue reading
Request your trial