I Desire a Brand When I See the Standard: How to Communicate Brand Rejection

Four studies suggest that compared with the negative consequences of a blatant rejection in previous research, setting an exclusive standard for target consumers of a self-expressive brand makes de-selected consumers feel rejected but have increased brand desire when they perceive the rejecting brand is still attainable.



Citation:

Jun Yan, Fang Wan, and Americus Reed (2019) ,"I Desire a Brand When I See the Standard: How to Communicate Brand Rejection", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 917-918.

Authors

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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