Is Abercrombie Making Me Arrogant? the Impact of Brand Personality Traits on Post-Consumption Behavior

Lauren Trabold, Baruch College, USA
Pragya Mathur, Baruch College, USA
Consumer-brand encounters have been shown to elicit behavior congruent with the brand’s positive traits. However, the impact of a brand’s negative traits (e.g. arrogance) is unclear. Apple can make me creative, but can Abercrombie make me arrogant? More so, can brand traits influence consumers’ downstream behaviors (positive and negative)?
[ to cite ]:
Lauren Trabold and Pragya Mathur (2011) ,"Is Abercrombie Making Me Arrogant? the Impact of Brand Personality Traits on Post-Consumption Behavior", 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.