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
Link to Publisher's Edition
Cheng, S., White, T., & Chaplin, L. (2012). 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), 280-288. https://doi.org/10.1016/j.jcps.2011.05.005