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

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    186 Citations (Scopus)

    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
    Pages (from-to)280-288
    Number of pages9
    JournalJournal of Consumer Psychology
    Volume22
    Issue number2
    DOIs
    Publication statusPublished - Apr 2012

    Scopus Subject Areas

    • Applied Psychology
    • Marketing

    User-Defined Keywords

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

    Fingerprint

    Dive into the research topics of 'The effects of self-brand connections on responses to brand failure: A new look at the consumer-brand relationship'. Together they form a unique fingerprint.

    Cite this