Original paper
When luxury brand rejection causes brand dilution
Abstract
Integrating the social rejection and brand dilution literatures, this study investigates consumer responses to luxury brand rejection. Across four studies, the findings elaborate that a threat to the luxury brand elicits negative affective responses among consumers with high self–brand connection, while consumers with low self–brand connection are not affected. The findings explain how consumer affective responses mediate behavioral responses to...
Paper Details
Title
When luxury brand rejection causes brand dilution
Published Date
May 1, 2021
Journal
Volume
129
Pages
110 - 121
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Notes
History