Publications [#337739] of Gavan J. Fitzsimons

Journal Articles

1. Gaustad, T; Samuelsen, BM; Warlop, L; Fitzsimons, GJ (2018). The perils of self-brand connections: Consumer response to changes in brand meaning. Psychology and Marketing, 35(11), 818-829. [doi]
   (last updated on 2025/06/16)

   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.