An empirical research into IPL's brand doppelgänger using the brand concept mapping technique
by Gaurav Sood; J.K. Sharma
International Journal of Public Sector Performance Management (IJPSPM), Vol. 14, No. 2, 2024

Abstract: Managing brand image and brand equity has been of paramount importance for marketers and researchers alike. There is a constant face-off between objectives brand custodians pursue and the reactionary customers' perception of a brand. There is a constant hunger for better insights into brand management and corresponding tools and frameworks for reconciliatory platforms. The contrarian strands voiced by doppelgänger brand imagery hold phenomenal potential, so far latent, towards the same. These doppelgänger brand images entail pulling down perceptions that impinge the life cycle and potency of a brand. This research paper was setup in the context of empirical evaluation of the doppelgänger imagery for Indian Premier League (IPL), a cricketing extravaganza. Based on robust methodology the brand concept maps (BCM), the research findings enable empirical measurement of a brand's doppelgänger. This research paper paves way for threadbare mapping of every brand so that the impact of its doppelgänger negative imagery and emerge strengthened.

Online publication date: Fri, 23-Aug-2024

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