Too much of a good thing? Consumer response to strategic changes in brand image

Gaustad Tarje; Samuelsen Bendik M.; Warlop Luk; Fitzsimons Gavan J.

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Too much of a good thing? Consumer response to strategic changes in brand image

机译：太多了一件好事？消费者对品牌形象的战略变化的反应

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The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer-brand bonding. The authors propose a theory of consumer response to changes that either dampen or augment the associations central to brand image (e.g., due to brand acquisitions or repositioning). The results show that consumers with a high degree of self-brand connection respond more negatively than others do to changes that dampen brand associations. Counterintuitively, changes augmenting brand associations can also lead to unfavorable consumer sentiments in certain instances. When brand connection was linked to an ideal self-identity (i.e., self-enhancement motives), changes that augmented the brand image increased the brand's ability to signal an ideal identity. Conversely, when brand connection was linked to the actual self-identity (i.e., self-verification motives), augmenting brand image reduced the perceived similarity between the self and the brand, thus causing brand identification to deteriorate. (C) 2019 Elsevier B.V. All rights reserved.

机译：目前的研究调查了建立与消费者身份的品牌关联的潜在缺点，并促进消费品牌粘合。作者提出了消费者反应的理论，以改变抑制或增强协会核心品牌形象（例如，由于品牌收购或重新定位）。结果表明，具有高度自我品牌联系的消费者比其他人更加负面反应，以改变挫败品牌协会。反外，增强品牌协会的变化也可能导致某些情况下的不利消费者情绪。当品牌连接与理想的自我身份（即自我增强动机）相关联时，增强品牌形象的变化增加了品牌发出理想身份的能力。相反，当品牌连接与实际自我身份（即自我验证动机）相关联时，增强品牌形象减少了自我和品牌之间的感知相似性，从而导致品牌识别恶化。（c）2019 Elsevier B.v.保留所有权利。

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来源
《International Journal of Research in Marketing》 |2019年第2期|264-280|共17页
作者
Gaustad Tarje; Samuelsen Bendik M.; Warlop Luk; Fitzsimons Gavan J.;
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作者单位

Kristiania Univ Coll Kirkegaten 24-26 N-0107 Oslo Norway;

BI Norwegian Business Sch N-0442 Oslo Norway;

BI Norwegian Business Sch N-0442 Oslo Norway;

Duke Univ Fuqua Sch Business 100 Towerview Dr Durham NC 27708 USA;

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正文语种 eng
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关键词
Self-brand connection; Self-identity; Brand image change; Dampened brand associations; Augmented brand associations;

机译：自我品牌联系;自我认同;品牌形象变化;抑制品牌协会;增强品牌协会;

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Too much of a good thing? Consumer response to strategic changes in brand image

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