Me, my brand and I: Consumer responses to luxury brand rejection
Me, my brand and I: Consumer responses to luxury brand rejection
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.
Brand identification, Brand threat, In-group, Luxury brands, Out-group, Rejection
156-162
Khalifa, Dina
33885851-c8fc-4dfb-9c22-36752d7f2cab
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
1 December 2017
Khalifa, Dina
33885851-c8fc-4dfb-9c22-36752d7f2cab
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Khalifa, Dina and Shukla, Paurav
(2017)
Me, my brand and I: Consumer responses to luxury brand rejection.
Journal of Business Research, 81, .
(doi:10.1016/j.jbusres.2017.05.032).
Abstract
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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More information
Accepted/In Press date: 28 May 2017
e-pub ahead of print date: 19 September 2017
Published date: 1 December 2017
Keywords:
Brand identification, Brand threat, In-group, Luxury brands, Out-group, Rejection
Identifiers
Local EPrints ID: 429248
URI: http://eprints.soton.ac.uk/id/eprint/429248
ISSN: 0148-2963
PURE UUID: b98f4229-ea3e-4a64-8caa-384725e087dd
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Date deposited: 25 Mar 2019 17:30
Last modified: 16 Mar 2024 04:39
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Author:
Dina Khalifa
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