Too Much of a Good Thing? Consumer Response to Changes in Brand Essence
Consumer response to changes in brand essence (dampen/augment) depends on both the degree of self-brand connection and self-identity (actual/ideal). Counterintuitively, when brand connection was linked to the actual self-identity, augmenting brand essence reduced the perceived similarity between the self and the brand, causing brand identification to deteriorate.
Tarje Gaustad, Bendik Samuelsen, Luk Warlop, and Gavan Fitzsimons (2018) ,"Too Much of a Good Thing? Consumer Response to Changes in Brand Essence", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 133-137.
Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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