Blar i BI Open på forfatter "Gaustad, Tarje"
-
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 ...