Saying Yes to the Dress But No to the Glow: Why Consumers Resist Arrogant Brands

Nira Munichor, Hebrew University of Jerusalem
Yael Steinhart, Tel-Aviv University
In five studies, we demonstrate the multifaceted effects that brand arrogance has on consumers and their brand choices. We identify diminished self-concept as a factor that may increase consumers’ vulnerability to brand arrogance, thus encouraging them to resist arrogant brands. Resisting arrogant brands further helps consumers to repair their self-concept.
[ to cite ]:
Nira Munichor and Yael Steinhart (2014) ,"Saying Yes to the Dress But No to the Glow: Why Consumers Resist Arrogant Brands ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 619-620.