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Me, my brand and I: Consumer responses to luxury brand rejection

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
0148-2963
156-162
Khalifa, Dina
33885851-c8fc-4dfb-9c22-36752d7f2cab
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
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, 156-162. (doi:10.1016/j.jbusres.2017.05.032).

Record type: Article

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
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 25 Mar 2019 17:30
Last modified: 26 Nov 2021 03:18

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Contributors

Author: Dina Khalifa
Author: Paurav Shukla ORCID iD

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