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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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