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.
引用
收藏
页码:156 / 162
页数:7
相关论文
共 50 条
[41]   The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers' preferences for loud versus quiet luxury? [J].
Greenberg, Darla ;
Ehrensperger, Elena ;
Schulte-Mecklenbeck, Michael ;
Hoyer, Wayne D. ;
Zhang, Z. John ;
Krohmer, Harley .
JOURNAL OF BRAND MANAGEMENT, 2020, 27 (02) :195-210
[42]   Building consumer-brand relationships through brand experience and brand identification [J].
Kumar, Vikas ;
Kaushik, Arun K. .
JOURNAL OF STRATEGIC MARKETING, 2020, 28 (01) :39-59
[43]   My brand identity lies in the brand name: personified suggestive brand names [J].
Kara, Selcan ;
Gunasti, Kunter ;
Ross, William T., Jr. .
JOURNAL OF BRAND MANAGEMENT, 2020, 27 (05) :607-621
[44]   The effect of sustainable product innovation on the consumer-luxury brand relationship: The role of past identity salience [J].
Hemonnet-Goujot, Aurelie ;
Kessous, Aurelie ;
Magnoni, Fanny .
JOURNAL OF BUSINESS RESEARCH, 2022, 139 :1513-1524
[45]   LUXURY FASHION BRAND'S PERSONALITY [J].
Coric, Dubravka Sincic ;
Roglic, Marina .
EKONOMSKI PREGLED, 2015, 66 (02) :138-155
[46]   Antecedents of luxury brand purchase intention [J].
Hung, Kuang-peng ;
Chen, Annie Huiling ;
Peng, Norman ;
Hackley, Chris ;
Tiwsakul, Rungpaka Amy ;
Chou, Chun-lun .
JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2011, 20 (06) :457-+
[47]   Me versus we: The role of luxury brand managers in times of co-creation [J].
Riedmeier, Julia ;
Kreuzer, Maria .
JOURNAL OF BUSINESS RESEARCH, 2022, 145 :240-252
[48]   Me, like Chanel: Examining Antecedents and Consequences of Consumers' Luxury Brand Engagement on Instagram [J].
Kwon, Eunseon ;
Choi, Tae Rang ;
Ma, Liang .
JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING, 2024, 45 (01) :1-21
[49]   Decoding the Luxury Brand Attachment: The Power of Social Media in Driving Consumer Action in Kuwait [J].
Thanasi-Boce, Marsela ;
Zaidi, Syed Faizan Hussain ;
Kurtishi-Kastrati, Selma ;
Momin, Mujtaba .
HUMAN BEHAVIOR AND EMERGING TECHNOLOGIES, 2024, 2024
[50]   Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior [J].
Godey, Bruno ;
Manthiou, Aikaterini ;
Pederzoli, Daniele ;
Rokka, Joonas ;
Aiello, Gaetano ;
Donvito, Raffaele ;
Singh, Rahul .
JOURNAL OF BUSINESS RESEARCH, 2016, 69 (12) :5833-5841