The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands
研究消费者对不受欢迎品牌的品牌资产如何解构与修复，通过模糊集定性比较分析发现自我品牌联结和伙伴质量是关键环节，为企业应对负面消费者情绪提供策略参考。
This research is motivated by the growing negative consumer sentiment, perceptions and behaviors toward brands, and the increasing need for firms to develop actionable strategies to address this phenomenon. By recognizing the paucity of research on consumer-based brand equity (CBBE) for unliked brands, the aim of this research is to illuminate the CBBE deconstruction and restoration process for consumers’ unfavorable brands. Analyzing relevant consumer survey data by means of fuzzy set qualitative comparative analysis (fsQCA) identifies self-brand connection and partner quality as the key links for the deconstruction and restoration of CBBE respectively. The paper concludes with a discussion of the theoretical and managerial implications of the findings and directions for future research.