Co-Branding With an Emotional Brand: Identity Threat and Coping Strategies Among Loyal Consumers

Na Xiao, Queen's University, Canada
Fang Wan, University of Manitoba, Canada
Emotional branding has been a popular brand strategy as it allows consumers to connect to a brand at deeper levels. While it is tempting to take up brand partner (co-branding) to ensure larger-scale brand success, we argue that co-branding could be particularly risky for an emotional brand. In three empirical studies, we demonstrated that loyal consumers of an emotional brand will perceive its alliance with a new partner to be a threat to their own identity and we addressed how consumers address the threat.
[ to cite ]:
Na Xiao and Fang Wan (2011) ,"Co-Branding With an Emotional Brand: Identity Threat and Coping Strategies Among Loyal Consumers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.