Sustainable brand image: an examination of ad–brand incongruence

Abstract

Purpose

The purpose of this paper is to examine how consumer attitudes are affected by corporate brands that have newly adopted a sustainable brand image. Specifically, this paper examines consumer responses to ad–brand incongruity and tests whether two-sided messages yield greater acceptance of incongruence.

Design/methodology/approach

In total, 528 responses were collected via an online experiment using a 3×2 between-subjects factorial design which manipulated three levels of perceived ad–brand congruence (congruent, moderately incongruent and extremely incongruent) and two levels of message sidedness (one- and two-sided).

Findings

Results indicate that brand managers have to be careful not to create ad–brand incongruence after adopting new brand values and should avoid two-sided messages during this period.

Originality/value

This paper tests the use of two-sided messages as resolution hints for ad–brand incongruence and furthers the corporate branding literature incorporating sustainability.

Citation

Arbouw, P., Ballantine, P.W. and Ozanne, L.K. (2019), "Sustainable brand image: an examination of ad–brand incongruence", Marketing Intelligence & Planning, Vol. 37 No. 5, pp. 513-526. https://doi.org/10.1108/MIP-08-2018-0307