Seeing Brands Through “Me” Colored Glasses: Effects of Self-Threat and Brand Attachment on Brand Evaluations
In a series of experiments, we demonstrate that the experience of self-threat (via negative performance or appearance feedback) decreases high consumers’ trust in brands for which they perceive a high self brand connection. Moreover, these effects extend to other brand evaluations, including brand competence and attractiveness.
Nadia Danienta and Tiffany Barnett White (2016) ,"Seeing Brands Through “Me” Colored Glasses: Effects of Self-Threat and Brand Attachment on Brand Evaluations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 151-157.
Nadia Danienta, University of Illinois, USA
Tiffany Barnett White, University of Illinois, USA
NA - Advances in Consumer Research Volume 44 | 2016
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