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



Share Proceeding

Featured papers

See More

Featured

The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

Read More

Featured

Signaling Fun: Anticipated Sharing Leads to Hedonic Choice

Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.