Two Defending Strategies of Threatened Brand Identity in Co-Branding: the Moderating Role of Perceived Identity Fit

Brand identity is one of the most important drivers of a successful brand as it allows consumers to connect to a brand at deeper levels. However, little is known about whether a strong brand identity can hinder or facilitate a brand’s alliance with another brand. In this research, we investigate whether consumers with strong identification with a brand will perceive its alliance with another brand (co-branding) to be a threat to their own identity and how consumers address the threat by employing defensive strategies such as decoupling and biased assimilation.



Citation:

Na Xiao and Fang Wan (2011) ,"Two Defending Strategies of Threatened Brand Identity in Co-Branding: the Moderating Role of Perceived Identity Fit", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 628.

Authors

Na Xiao, Queens University, Canada
Fang Wan, University of Manitoba, Canada



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More

Featured

The psychological impact of annuities: Can pension payout choice influence health behavior?

Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.