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dc.contributor.authorGaustad, Tarje
dc.contributor.authorSamuelsen, Bendik Meling
dc.contributor.authorWarlop, Luk
dc.contributor.authorFitzsimons, Gavan J.
dc.date.accessioned2019-08-20T14:29:12Z
dc.date.available2019-08-20T14:29:12Z
dc.date.created2019-04-16T11:31:03Z
dc.date.issued2019
dc.identifier.citationInternational Journal of Research in Marketing. 2019, 36(2) 264-280.nb_NO
dc.identifier.issn0167-8116
dc.identifier.urihttp://hdl.handle.net/11250/2609366
dc.description.abstractThe 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.nb_NO
dc.language.isoengnb_NO
dc.publisherElseviernb_NO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.no*
dc.titleToo much of a good thing? Consumer response to strategic changes in brand imagenb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionacceptedVersionnb_NO
dc.rights.holderCopyright policy of Elsevier, the publisher of this journal. The author retains the right to post the accepted author manuscript on open web sites operated by author or author's institution for scholarly purposes, with an embargo period of 0-36 months after first view online. http://www.elsevier.com/journal-authors/sharing-your-article#nb_NO
dc.source.pagenumber264-280nb_NO
dc.source.volume36nb_NO
dc.source.journalInternational Journal of Research in Marketingnb_NO
dc.source.issue2nb_NO
dc.identifier.doi10.1016/j.ijresmar.2019.01.001
dc.identifier.cristin1692873
cristin.unitcode158,11,0,0
cristin.unitnameInstitutt for markedsføring
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode2


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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal