When ‘Your Brand’ Changes the Terms of the Relationship: Vicarious Dissonance in the Context of Brand Attachment

This work systematically investigates how consumers’ evaluations of incongruent brand extensions differ according to their level and type of attachment to the brand. Our studies demonstrate that people feel vicarious dissonance for a brand that they are attached to and evaluate both the extension and the product category more positively.


Eda Sayın, Nilufer Aydinoglu, and Zeynep Gurhan-Canli (2012) ,"When ‘Your Brand’ Changes the Terms of the Relationship: Vicarious Dissonance in the Context of Brand Attachment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 76-80.


Eda Sayın, Koc University, Turkey
Nilufer Aydinoglu, Koc University, Turkey
Zeynep Gurhan-Canli, Koc University, Turkey


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry

Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA

Read More


M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

Read More


Stigma at Every Turn: Exploring Bi+ Consumer Experiences

Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln

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.