Brand Fan(Atic)S: When Excessive Brand Loyalty Sends the Wrong Signal
Observers trust recommendations less from a consumer who has purchased all of one brand ("brand fanatic") versus a consumer who has purchased an array of brands ("brand eclectic"). This is driven by an inference that brand fanatics' decisions are motivated more by brand and less by quality.
Citation:
Isabelle Engeler and Kate Barasz (2018) ,"Brand Fan(Atic)S: When Excessive Brand Loyalty Sends the Wrong Signal", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 536-537.
Authors
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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