Rejection Boosts Brand Desire: the Moderating Role of Self Esteem and Brand Status in the Effect of Brand Rejection

Fang Wan, University of Manitoba, Canada
Pingping Qiu, Monash University, Australia
Daniel Sun, University of British Columbia, Canada
Amitava Chattopadhyay, INSEAD, Singapore
Exclusiveness is one of the hallmarks of luxury brand as the appeal “not everyone can have it” implicitly rejects certain consumer segments. In this paper, we found that brand rejection can heighten brand desire only for high self esteem consumers and when the brand is high status (vs. low status).
[ to cite ]:
Fang Wan, Pingping Qiu, Daniel Sun, and Amitava Chattopadhyay (2014) ,"Rejection Boosts Brand Desire: the Moderating Role of Self Esteem and Brand Status in the Effect of Brand Rejection", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 815-815.