4,4'-Dihydroxy-alpha-alkylstilbenes of high purity were prepared by reacting at a temperature of from -20 DEG C to 20 DEG C a mixture of: (1) at least one alpha-haloketone; (2) at least one phenolic hydroxyl-containing compound or alkoxy-containing aromatic compound; and (3) at least one strong protonic acid or Lewis acid, such that the mole ratio of phenolic hydroxyl-containing compound or alkoxy-containing aromatic compound: alpha-haloketone(s) is from 0.1:1 to 1.9:1, and the mole ratio of phenolic hydroxyl-containing compound or alkoxy-containing aromatic compound: alpha-haloketone(s):strong protonic acid or Lewis acid is from 0.1:1:0.0026 to 1.9:1:0.95. The high purity 4,4'-dihydroxy-alpha-alkylstilbenes are useful for the advancement of epoxy resins, for the preparation of phenoxy resins and for the preparation of epoxy resins.