Sharing the Reward Or Blaming the Failure: the Moderating Role of Self-Brand Connection on Attitude Towards the Brand

Marina Carnevale, Baruch College, USA
Purchase decisions may be prompt by the need to self-gratify (self-compensate) some positive (negative) feeling about the self caused by extraordinary achievement (failure). By illustrating that these different psychological contexts affect the attitude towards brands consumers feel connected to, this research provides a greater understanding of how brands are related to the self concept.
[ to cite ]:
Marina Carnevale (2011) ,"Sharing the Reward Or Blaming the Failure: the Moderating Role of Self-Brand Connection on Attitude Towards the Brand ", 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.