Department of Marketing
The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship
We argue that consumers with high self-brand connections (SBC) respond to negative brand information as they do to personal failure - they experience a threat to their positive self-view. After viewing negative brand information, high (vs. low) SBC consumers reported lower state self-esteem. Consumers with high SBC also maintained favorable brand evaluations despite negative brand information. However, when they completed an unrelated self-affirmation task, they lowered their brand evaluations the same as low SBC consumers. This finding suggests that high SBC consumers' reluctance to lower brand evaluation might be driven by a motivation to protect the . self rather than the brand. © 2011 Society for Consumer Psychology.
Brand connections, Brand evaluations, Brand failure, Self-affirmation, Self-concept
Source Publication Title
Journal of Consumer Psychology
Cheng, Shirley Y.Y., Tiffany Barnett White, and Lan Nguyen Chaplin. "The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship." Journal of Consumer Psychology 22.2 (2012): 280-288.