When ‘Your Brand’ Changes the Terms of the Relationship: Vicarious Dissonance in the Context of Brand Attachment

Eda Sayın, Koc University, Turkey
Nilufer Aydinoglu, Koc University, Turkey
Zeynep Gurhan-Canli, Koc University, Turkey
This work systematically investigates how consumers’ evaluations of incongruent brand extensions differ according to their level and type of attachment to the brand. Our studies demonstrate that people feel vicarious dissonance for a brand that they are attached to and evaluate both the extension and the product category more positively.
[ to cite ]:
Eda Sayın, Nilufer Aydinoglu, and Zeynep Gurhan-Canli (2012) ,"When ‘Your Brand’ Changes the Terms of the Relationship: Vicarious Dissonance in the Context of Brand Attachment", 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: 76-80.