Identifying Operational, Cognitive, Affective and Behavioral Consequences of Brand Schizophrenia: Grounded Theory Approach

Researchers are trying to explain brand’s functions better by masterminding new constructs. One of the constructs recently posed through marketing text is brand schizophrenia. Despite frequent use, there is no academic research to determine its consequences for companies and consumers. So, the purpose of this research is to fulfill this theoretical gap with proposing a model to identify operational, cognitive, affective and behavioral consequences of brand schizophrenia. This research is fundamental one. In accordance with the purpose, the qualitative methodology and grounded theory approach were utilized. Research data consist of existing secondary data as well as data gathered via in-depth interviews with experts and consumers analyzed via Grounded theory approach and its principles (open coding, constant comparison, generating concepts and categories). According to results, “reduce in brand equity”, “reduce in sale”, “customer churn”, and “inefficient brand communication” were recognized as operational consequences; “Fragmentation of brand image”, “lack of brand image formation” and “lack of trust toward brand” were identified as cognitive consequences; “avoidance”, ”forced usage” and “reduce in behavioral loyalty” were identified as behavioral consequences; and finally, a range of negative emotions (such as insecurity, hate, confusion and so on) were recognized as affective consequences of brand schizophrenia.