Brand Concept Maps: A Method of Capturing Doppelganger Brand Image

In an Internet 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the impact of this value destruction, known as doppelgänger brand image (DBI). DBI is defined as the appearance, or reinforcement, of negative associations at the brand reputation level.
Using brand concept mapping (BCM) on two corporate brands, this study shows the effect of exposure to negative UGC on the brand image perception and measures the impact of this exposure on DBI. The authors use a two*two between-subjects design with 280 consumers in order to study the effects of media and source credibility, brand experience and Internet experience on the DBI.
The results suggest that, the negative UGC will cause an increase in the frequency of mentions of negative associations. At the reputation level, if the brand already has a DBI, an exposure to negative UGC will reinforce it. However, if the brand reputation is mostly positive, a single exposure to negative UGC will not create a DBI.
The results also confirm the effect of source credibility and media credibility on the likelihood of DBI. The experience with the brand and with Internet will reduce the risk of DBI.