Hands Off My Brand: Strong Self-Brand Connection and Psychological Threat

Dominant paradigm suggests consumers who love the brand happily spread positive word-of-mouth and influence others to try it. We show highly self-brand connected consumers willingly exhibit negative word-of-mouth intentions and feel unhappy about others trying the brand, mediated by psychological threat behind the prospect of others using the coveted brand.


Nari Yoon and Mansur Khamitov (2020) ,"Hands Off My Brand: Strong Self-Brand Connection and Psychological Threat", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1080-1085.


Nari Yoon, Indiana University, USA
Mansur Khamitov, NTU Singapore/Indiana University


NA - Advances in Consumer Research Volume 48 | 2020

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