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.



Citation:

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.

Authors

Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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