The Doppelgänger Sentiments: A Qualitative Study on Cultural Branding, Anti-brand Activism and Marketplace Sentiments
The aim of the study is to investigate how doppelgänger marketplace sentiments about an iconic brand are shaped by cultural branding and anti-brand activism. The study adopts a sociocultural view on consumer emotions, hence it takes a CCT approach. Theories used consist of marketplace sentiments, cultural branding as well as consumer resistance. The study is a case study of a specific brand and ho