Skoda's Brand Repositioning

Skoda is trying to reposition it's brand image . They are trying to close the gap between Skoda's poor image and the reality i.e. the good value, high quality cars that they now offer. They are attacking negative perceptions of the skoda brand by saying 'great car meets disbelieving people'. However, consumers  may feel that there is a conflict between their own beliefs and the 'good facts' Skoda is giving them, which can induce cognitive dissonance. Cognitive dissonance can then lead to consumers having negative attitudes towards the brand itself. 

Matz and Woods (2005) conducted a study to demonstrate group-induced dissonance. Students in a group with others who ostensibly disagreed with them have reported to experience great dissonance discomfort than those in a group with others who agreed. The group that disagreed reported holding negative judgements towards people their own group. 

Pugh et al. (2011) also showed that emotional dissonance (displaying emotions that are not actually felt) resulting from an employee's emotional labour, is usually considered to lead a negative outcome, such as job dissatisfaction .

Matz, D. C., Woods, W. (2005). Cognitive dissonance in groups: The consequences of disagreement Journal of Personality and Social Psychology, 88 (1), 22-37. 

Pugh, S. D., Groth, M., Willing, Hennig-Thurau, T. (2011). Willing and able to fake Emotions: A closer examination of the link between emotional dissonance and employee well-being. Journal of Applied Psychology, 96 (2), 377-390.