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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.

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).

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.

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