Gavan J. Fitzsimons
Publications [#337739] of Gavan J. Fitzsimons
- Gaustad, T; Samuelsen, BM; Warlop, L; Fitzsimons, GJ, The perils of self-brand connections: Consumer response to changes in brand meaning,
Psychology and Marketing, vol. 35 no. 11
pp. 818-829, WILEY [doi]
(last updated on 2019/12/15)
© 2018 Wiley Periodicals, Inc. 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.