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
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