When “My” Brand Extends to Incongruent Categories: Effect of Lack of Fidelity on Consumers Attitudes

Eda Sayin, Koc University, Turkey
Nilufer Aydinoglu, Koc University, Turkey
Zeynep Gurhan-Canli, Koc University, Turkey
Consumers with high attachment to a brand react more negatively when the brand moves away from its existent meaning by extending into incongruent product categories, when compared to consumers with low attachment. Negative reaction occurs through felt betrayal, and is stronger for consumers with higher need for self-enhancement.
[ to cite ]:
Eda Sayin, Nilufer Aydinoglu, and Zeynep Gurhan-Canli (2014) ,"When “My” Brand Extends to Incongruent Categories: Effect of Lack of Fidelity on Consumers Attitudes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 194-199.