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.


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.


Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School


NA - Advances in Consumer Research Volume 46 | 2018

Share Proceeding

Featured papers

See More


E8. Perceptions of Out-Group Members: The Effects of Language Abstraction

Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK

Read More


F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More


Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

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.