When Does an Attack to the Brand Call For Action? the Role of Self-Brand Connection and Implicit Self-Esteem

This research suggests that an attack to the brand can be conceived as an attack to the self. After reviewing negative brand information, consumers who are connected with a brand and have low implicit self-esteem defend the brand as they would defend the self.



Citation:

Monika Lisjak, Angela Y. Lee, and Wendi L. Gardner (2011) ,"When Does an Attack to the Brand Call For Action? the Role of Self-Brand Connection and Implicit Self-Esteem", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Monika Lisjak, Northwestern University, USA
Angela Y. Lee, Northwestern University, USA
Wendi L. Gardner, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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