When Strong Self-Brand Connections Don’T Protect Brands: Achievement Mindsets and Brand Dilution

Consumers with high self-brand connections in mastery (vs. performance) mindset find negative brand information more diagnostic and hence become more susceptible to brand dilution. Whereas consumers with low self-brand connections in performance (vs. mastery) mindset find negative brand information more diagnostic and hence become more susceptible to brand dilution.



Citation:

Efe Camurdan, Zeynep Gurhan-Canli, and Alokparna B. Monga (2015) ,"When Strong Self-Brand Connections Don’T Protect Brands: Achievement Mindsets and Brand Dilution", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 181-185.

Authors

Efe Camurdan, Koc University, Turkey
Zeynep Gurhan-Canli, Koc University, Turkey
Alokparna B. Monga, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

L3. Categorizing Engagement Behaviors from the Perspective of Customer Resources

Xianfang Zeng, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

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.