Brand Associations Contradiction Resolution

What it measures

A three-item scale measuring the degree to which a consumer successfully resolves the perceived contradiction within a paradox brand — their ability to reconcile opposing brand associations into a coherent whole, the positive feeling that accompanies resolution, and the improved brand evaluation that results. Developed for research on bicultural consumers who may be particularly adept at resolving brand-level contradictions that pair elements from two contrasting cultural frames.

Representative items

• I was able to resolve the contradiction in the brand.
• I feel good about resolving the contradiction in the brand.
• I was able to appreciate the brand better after I figured out how to resolve the contradiction in the brand.

Citation

Rodas, Maria A., Deborah Roedder John, and Carlos J. Torelli (2021). Building brands for the emerging bicultural market: The appeal of paradox brands. Journal of Consumer Research, 48(4), 633–650.