Love It Or Leave It? Diverging From Others Depends on Attachment

Consumers abandon brands when they are adopted by dissimilar others. What about consumers who have formed a strong attachment to a brand? We find these consumers do not abandon brands, but use other strategies to distance themselves from dissimilar users, including acquiring new and limited edition items from the brand.



Citation:

Yajin Wang and Deborah Roedder John (2012) ,"Love It Or Leave It? Diverging From Others Depends on 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: 826-826.

Authors

Yajin Wang, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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