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  • Paper: 'Paradox brands' hold strong appeal for bicultural consumers

    Photo of Maria A. Rodas

    “Paradox brands” – that is, brands that can straddle contradictory meanings or possess opposing characteristics – are more appealing to bicultural consumers in the U.S. than traditional singular-meaning brands, says new research co-written by University of Illinois Urbana-Champaign business professor and consumer marketing expert Maria A. Rodas.

    Photo by Gies College of Business


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  • Editor’s notes: To contact Maria A. Rodas, email

    The paper “Building brands for the emerging bicultural market: The appeal of paradox brands” is available online.

    DOI: 10.1093/jcr/ucab037