Publication: The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal
Program
KU-Authors
KU Authors
Co-Authors
Sayın, Eda
Publication Date
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Embargo Status
Journal Title
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Volume Title
Alternative Title
Abstract
This research provides compelling evidence that consumer reactions toward symbolically incongruent brand behaviors depend on their level of self-brand connection. It challenges the conventional belief that high self-brand connection works as a protecting shield for brands and reveals that consumers with higher (vs. lower) self-brand connection react more negatively toward symbolically incongruent brand behaviors because they feel betrayed by the brand. The results unveil that a sense of betrayal can be incited, when a brand's behavior is symbolically incongruent with its established meaning. This pattern of consumer responses is consistent across four experimental studies, which involved a diverse sample of 563 participants from different countries, including the United States, the United Kingdom, and Spain and used various product categories. The results consistently show that individuals with high self-brand connection display an increased intention to engage in negative word of mouth, along with a decline in their brand attitudes and purchase intentions, driven by feelings of betrayal. This effect is further intensified for consumers with higher self-enhancement need. It is worth noting that prior literature on betrayal has often linked such feelings to more significant transgressions and behaviors with immoral connotations.
Source
Publisher
Wiley
Subject
Business
Citation
Has Part
Source
International Journal of Consumer Studies
Book Series Title
Edition
DOI
10.1111/ijcs.13011