Saying Yes to the Dress But No to the Glow: Why Consumers Resist Arrogant Brands

In five studies, we demonstrate the multifaceted effects that brand arrogance has on consumers and their brand choices. We identify diminished self-concept as a factor that may increase consumers’ vulnerability to brand arrogance, thus encouraging them to resist arrogant brands. Resisting arrogant brands further helps consumers to repair their self-concept.


Nira Munichor and Yael Steinhart (2014) ,"Saying Yes to the Dress But No to the Glow: Why Consumers Resist Arrogant Brands ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 619-620.


Nira Munichor, Hebrew University of Jerusalem
Yael Steinhart, Tel-Aviv University


NA - Advances in Consumer Research Volume 42 | 2014

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