The perils of self‐brand connections: Consumer response to changes in brand meaning. Issue 11 (1st August 2018)

• Record Type: Journal Article
• Authors: Gaustad, Tarje; Samuelsen, Bendik M.; Warlop, Luk; Fitzsimons, Gavan J.
• Is Part Of: Psychology & marketing. Volume 35:Issue 11(2018)
• Page Start: 818
• Page End: 829
• Publication Date: 2018-08-01
• Subjects: brand meaning -- identity signal -- self‐brand connection; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21137
• Languages: English
• ISSNs: 0742-6046

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.