When Does an Attack to the Brand Call For Action? the Role of Self-Brand Connection and Implicit Self-Esteem

Monika Lisjak, Northwestern University, USA
Angela Y. Lee, Northwestern University, USA
Wendi L. Gardner, Northwestern University, USA
This research suggests that an attack to the brand can be conceived as an attack to the self. After reviewing negative brand information, consumers who are connected with a brand and have low implicit self-esteem defend the brand as they would defend the self.
[ to cite ]:
Monika Lisjak, Angela Y. Lee, and Wendi L. Gardner (2011) ,"When Does an Attack to the Brand Call For Action? the Role of Self-Brand Connection and Implicit Self-Esteem", 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.