Browsing BI Open by Author "Gaustad, Tarje"

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The Perils of Self-Brand Connections: Consumer Response to Changes in Brand Imageoppdrag

Gaustad, Tarje (Series of Dissertations;3/2015, Doctoral thesis, 2015-04-24)

Companies commit considerable resources to build brand associations that resonate with consumers’ identities and facilitate strong consumer-brand bonds. This dissertation investigated a potential disadvantage of this popular ...
Too much of a good thing? Consumer response to strategic changes in brand image

Gaustad, Tarje; Samuelsen, Bendik Meling; Warlop, Luk; Fitzsimons, Gavan J. (Journal article; Peer reviewed, 2019)

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 ...