Brand Associations Contradiction

What it measures

A six-item scale measuring the degree to which a consumer perceives a brand's associations as internally contradictory — containing paradoxical, opposing, or inconsistent elements. Items tap the perception of contradiction, paradox, and opposing elements within the brand's identity and image. Developed for research on bicultural consumers and paradox brands — brands that deliberately blend elements from contrasting cultural identities — the scale quantifies the subjective experience of brand-level incongruity.

Representative items

• There is some contradiction to this brand.
• This brand has contradictory elements.
• Some of the elements of this brand seem like opposites.

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.