Article2011

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

Shirley Y. Y. Cheng · Tiffany Barnett White · Lan Nguyen Chaplin

280 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Perception and Purchasing Behavior

Abstract

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.

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References

1969The Handbook of Social Psychology 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1988The Psychology of Self-Affirmation: Sustaining the Integrity of the Self 1982Self-Concept in Consumer Behavior: A Critical Review 1998Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing 1982Psychological perspectives on the self 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2005Self‐Construal, Reference Groups, and Brand Meaning

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