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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More

Featured

Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review

Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada

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.