When Strong Self-Brand Connections Don’T Protect Brands: Achievement Mindsets and Brand Dilution

Efe Camurdan, Koc University, Turkey
Zeynep Gurhan-Canli, Koc University, Turkey
Alokparna B. Monga, Rutgers University, USA
Consumers with high self-brand connections in mastery (vs. performance) mindset find negative brand information more diagnostic and hence become more susceptible to brand dilution. Whereas consumers with low self-brand connections in performance (vs. mastery) mindset find negative brand information more diagnostic and hence become more susceptible to brand dilution.
[ to cite ]:
Efe Camurdan, Zeynep Gurhan-Canli, and Alokparna B. Monga (2015) ,"When Strong Self-Brand Connections Don’T Protect Brands: Achievement Mindsets and Brand Dilution", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 181-185.