Differences Between Consumers’ Sense of Community and Brand Attitudes Against Different Brand Rejection Types
When marketers select a target market, they are implicitly rejecting consumers who are not in the target market. Prior research examined individuals' negative reactions to brand rejection. Extending this scope from individual to community perspectives, we examine how brand rejection shapes consumers' sense of community and, in turn brand attitudes.
MEHMET YANIT, Wendy Yan, and Fang Wan (2021) ,"Differences Between Consumers’ Sense of Community and Brand Attitudes Against Different Brand Rejection Types", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 917-917.
MEHMET YANIT, University of Manitoba
Wendy Yan, Futurpreneur
Fang Wan, University of Manitoba
NA - Advances in Consumer Research Volume 49 | 2021
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