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

Research output: Contribution to journalArticle

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.

Original languageEnglish (US)
Pages (from-to)280-288
Number of pages9
JournalJournal of Consumer Psychology
Volume22
Issue number2
DOIs
StatePublished - Apr 1 2012

Keywords

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

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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