Identity Change: the Effects of Actual and Ideal Self-Brand Connections on Consumers’ Response to Brand Image Change

Tarje Gaustad, BI Norwegian Business School, Norway
Bendik Samuelsen, BI Norwegian Business School, Norway
Luk Warlop, BI Norwegian Business School and KU Leuven, Norway
Gavan J. Fitzsimons, Duke University, USA
We propose that consumers with high self-brand connection respond negatively to changes in brand image. Those feeling a brand connection to their actual self react negatively to all changes in brand personality, while those feeling a connection to their ideal self react positively to reinforcement of existing brand traits.
[ to cite ]:
Tarje Gaustad, Bendik Samuelsen, Luk Warlop, and Gavan J. Fitzsimons (2012) ,"Identity Change: the Effects of Actual and Ideal Self-Brand Connections on Consumers’ Response to Brand Image Change", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 48-52.