Symbolic drivers of consumer–brand identification and disidentification

The current research examines a new phenomenon, consumer–brand disidentification (CBD), in relation to consumer–brand identification (CBI), their symbolic drivers, and unique outcomes. The model is examined in the context of seven nationally-recognized beer brands. As such, three theoretical contributions are made. First, the concept of CBD is revealed as useful in understanding consumers' brand relationships. Second, CBI and CBD are evidenced...