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Me, my brand and I: Consumer responses to luxury brand rejection
被引:26
作者:
Khalifa, Dina
[1
]
Shukla, Paurav
[2
]
机构:
[1] Glasgow Caledonian Univ, GCU London, 40-48 Fash St, London E1 6PX, England
[2] Univ Essex, Essex Business Sch, Colchester CO4 3SQ, Essex, England
关键词:
Brand threat;
Rejection;
Brand identification;
In-group;
Out-group;
Luxury brands;
SOCIAL EXCLUSION;
GROUP LOYALTY;
SELF;
IDENTIFICATION;
IDENTITY;
THREAT;
DISTINCTIVENESS;
CONNECTIONS;
MOTIVATION;
OSTRACISM;
D O I:
10.1016/j.jbusres.2017.05.032
中图分类号:
F [经济];
学科分类号:
02 ;
摘要:
Integrating the social rejection and brand threat literatures, this research examines how consumers respond when the luxury brand they identify with is rejected by their social peers. Across two studies, it is observed that, consumers who identify with a brand, a threat to the brand elicit defensive behavioral response whether it's stemming from an in-group or an out-group. However, consumers who dis-identify with the brand only adopt defensive behaviour when the brand is rejected by an out-group. High brand identifiers report higher need for belonging and negative affect following threat while brand dis-identifiers are not affected. The findings further delineate consumer responses to luxury brand related rejection in reflexive and reflective stages of rejection. The study extends previous work on rejection and offers a number of managerial implications.
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页码:156 / 162
页数:7
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