Article2018

The perils of self‐brand connections: Consumer response to changes in brand meaning

Tarje Børsum Gaustad · Bendik Meling Samuelsen · Luk Warlop · Gavan J. Fitzsimons

56 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Perception and Purchasing Behavior

Abstract

Abstract Companies commit considerable resources to building brand associations that resonate with consumers’ identities and facilitate strong consumer–brand bonds. The current research investigates a potential disadvantage of this popular strategy. The results from three studies show that consumers with a high degree of self‐brand connection respond negatively to brand developments (e.g., brand acquisitions and repositioning) that change brand meaning. The authors show that this effect is due to a change in the identity signaled by the brand. The results contrast with existing research, which has consistently found that brand connections promote probrand behavior and serve as a buffer against negative brand information.

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References

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