The Fighter and the Caregiver: Brands That Help Individuals With Self-Esteem and Social Exclusion Threats

Across multiple studies, we show that individuals with self-esteem threats prefer fighter brands, and individuals with social exclusion threats prefer caregiver brands. Additionally, we demonstrate that these brands help individuals engage in coping mechanisms to mitigate these threats. The findings extend the literature on branding and generate actionable managerial practice.



Citation:

Aulona Ulqinaku, Gulen Sarial Abi, and Jeffrey Inman (2019) ,"The Fighter and the Caregiver: Brands That Help Individuals With Self-Esteem and Social Exclusion Threats", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 117-122.

Authors

Aulona Ulqinaku, Leeds University Business School, UK
Gulen Sarial Abi, Bocconi University, Italy
Jeffrey Inman, University of Pittsburgh, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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