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首页> 外文期刊>Journal of Business Research >When luxury brand rejection causes brand dilution
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When luxury brand rejection causes brand dilution

机译：当奢侈品牌拒绝导致品牌稀释时

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摘要

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 luxury brand rejection causing brand dilution and further elaborate the moderating role of self-construal and the rejection source (in-group vs. out-group) respectively. Specifically, luxury brand rejection by an in-group significantly causes brand dilution than rejection by an out-group for consumers with an interdependent self-construal, while consumers with an independent self-construal only decrease their behavioral intentions when rejection is initiated by an out-group. The findings offer substantive contributions to the social rejection, brand dilution, luxury branding and self-construal theory and provide important managerial insights.
机译：本研究将消费者对奢侈品牌拒绝的消费反应纳入社会拒绝和品牌稀释作品。在四项研究中，调查结果阐述了对奢侈品牌的威胁引发了具有高自我品牌联系的消费者的负面情感反应，而自我品牌联系的消费者则不影响。调查结果解释了消费者的情感反应如何调解对奢侈品牌拒绝的行为反应，导致品牌稀释，进一步详细阐述了自我构建和拒绝源（组与out-Out-Group）的调节作用。具体而言，奢侈品牌拒绝在集体中拒绝会导致品牌稀释而不是通过相互依存的自我构建的消费者拒绝的拒绝，而独立自我混凝的消费者只会在出局启动时降低他们的行为意图-团体。调查结果为社会拒绝，品牌稀释，奢侈品牌和自我构建理论提供了实质性贡献，并提供了重要的管理见解。

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