Rebel With a (Profit) Cause: How Rebellious Brand Positioning Leads to the Perceived Coolness

In five experiments we test the effect of a disadvantaged brand biography and rebelliousness on consumers’ perception of coolness. Results consistently demonstrate that expressing rebelliousness is considered cooler when a person or a company comes from a disadvantaged background. Furthermore, brand authenticity mediates the relationship between rebelliousness and coolness.



Citation:

Alessandro Biraglia and J. Joško Brakus (2015) ,"Rebel With a (Profit) Cause: How Rebellious Brand Positioning Leads to the Perceived Coolness ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 465-466.

Authors

Alessandro Biraglia, Leeds University Business School, University of Leeds, United Kingdom
J. Joško Brakus, Leeds University Business School, University of Leeds, United Kingdom



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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