Rebel With a (Profit) Cause: How Rebellious Brand Positioning Leads to the Perceived Coolness

Alessandro Biraglia, Leeds University Business School, University of Leeds, United Kingdom
J. Joško Brakus, Leeds University Business School, University of Leeds, United Kingdom
In five experiments we test the effect of a disadvantaged brand biography and rebelliousness on consumers’ perception of coolness. Results consistently demonstrate that expressing rebelliousness is considered cooler when a person or a company comes from a disadvantaged background. Furthermore, brand authenticity mediates the relationship between rebelliousness and coolness.
[ to cite ]:
Alessandro Biraglia and J. Joško Brakus (2015) ,"Rebel With a (Profit) Cause: How Rebellious Brand Positioning Leads to the Perceived Coolness ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 465-466.