http://dx.doi.org/10.1016/j.jcps.2011.05.005">
 

Document Type

Journal Article

Department/Unit

Department of Marketing

Title

The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship

Language

English

Abstract

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.

Keywords

Brand connections, Brand evaluations, Brand failure, Self-affirmation, Self-concept

Publication Date

2012

Source Publication Title

Journal of Consumer Psychology

Volume

22

Issue

2

Start Page

280

End Page

288

Publisher

Elsevier

ISSN (print)

10577408

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