A new phenomenon has recently been challenging brand managers: adbusting, a form of subver-sive advertising in which a group or an individual alters existing brand communication (e.g., a billboard ad) to promote social issues (e.g., climate change) or denounce the targeted brand (e.g., its...

This study examines brand dispersion — variance in brand ratings across consumers — and its role in the translation of brand assets into firm value. Dispersion captures the covert heterogeneity in evaluations of brands among consumers who like or dislike the brands, which would affect an...