Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships

Lin, Jhih Syuan; Sung, Yongjun

doi:10.1002/mar.20675

Cited by 88 publications

(139 citation statements)

References 99 publications

(194 reference statements)

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“…In this case, the unblemished corporate identity becomes a source of positive social identity to bolster consumers’ own self‐esteem (Einwiller et al., ). As a result, when the corporation is undergoing crisis (i.e., experiencing threats to the identity), consumers who identify with the corporation may also feel that part of their identity or self‐esteem is threatened by the crisis (Lin & Sung, ). People adopt defensive or coping mechanisms when their self‐esteem is threatened (Pyszczynsk, Greenberg, Solomon, Arndt, & Schimel, ).…”

Section: Literature Reviewmentioning

confidence: 99%

An Examination of Consumer–Company Identification as a Key Predictor of Consumer Responses in Corporate Crisis

Zhang

2016

Contingencies & Crisis Mgmt

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Through an experiment, this study examined how varying degrees of consumer–company identification, crisis severity and different crisis response messages (i.e., two‐sided vs. one‐sided) affected consumers’ responses to corporate crisis and the crisis‐affected company. Results suggested that two‐sided response messages were more effective in reducing the attribution of crisis responsibility than one‐sided positive response messages for weak identifiers, while one‐sided positive response messages were more effective than two‐sided response messages for strong identifiers. But this message effect was only found in low but not high severity crisis. Findings of the study indicated that consumer–company identification may serve as one of the key factors in predicting consumer reactions to crisis.

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Section: Literature Reviewmentioning

confidence: 99%

An Examination of Consumer–Company Identification as a Key Predictor of Consumer Responses in Corporate Crisis

Zhang

2016

Contingencies & Crisis Mgmt

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“…The idea that brands may benefit from shared consumption is intuitively appealing. After all, brands are part of our identity narratives (Chaplin & John, 2005;Escalas, 2004;Escalas & Bettman, 2003;Fournier, 1998;Lin & Sung, 2014;Schembri, Merrilees, & Kristiansen, 2010;Sprott, Czellar, & Spangenberg, 2009), and our identities are shaped by the relationships we forge with others (Andersen & Chen, 2002;Aron, Aron, & Smollan, 1992;Brewer & Gardner, 1996). Thus, it seems likely that consumers may form particularly strong relationships with brands that they consume together with people they love and care for.…”

Section: Introductionmentioning

confidence: 99%

We share; we connect: how shared brand consumption influences relational brand connections

Kara

Vredeveld

Ross

2018

Psychology and Marketing

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This research examines how married consumers form relational brand connections. Findings from two studies contribute to research on identity‐related brand consumption by showcasing how shared brand consumption and marital satisfaction influence relational brand connections and the perceived importance of the brand to the marital relationship. This research has important theoretical contributions and managerial implications. From a theoretical perspective, the authors show how consumers incorporate brands into their interpersonal relationships through shared brand consumption and that relational brand connections influence brand‐related outcomes, such as brand attitudes, purchase intentions, brand affect, and brand separation distress. From a managerial perspective, the findings highlight the importance of considering relational aspects of brand consumption when designing branding strategy and advertising appeals.

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“…More recently, the field has moved beyond the single dimension of loyalty to conceptualize these consumer–brand interactions in terms of relationships (Fournier, 1998). The concept of brand relationship has been influential in the consumer psychology field, providing a framework through which consumer–brand interactions can be understood, including by promoting the application of extant psychological theories— for example, person perception (Kervyn, Fiske, & Malone, 2012) and attachment (Park, Eisingerich, & Park, 2013)—to understand the multifaceted, varied relationships consumers can have with their brands (e.g., Grisaffe & Nguyen, 2011; Lin & Sung, 2014; Park, MacInnis, Priester, Eisingrich, & Iacobucci, 2010; Reimann, Castano, Zaichkowsky, & Bechara, 2012; Thomson, MacInnis, & Park, 2005). Conceptualizing consumer–brand interaction in terms of a relationship allows for a richer characterization of the nature and tone of that connection and characterizes the brand as an active participant in the interaction.…”

mentioning

confidence: 99%

It’s complicated: Examining smokers’ relationships with their cigarette brands.

Johnson¹,

Coleman²,

Schmitt³

2016

Psychology of Addictive Behaviors

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Despite increased restrictions and taxes, decreased social acceptability, and widespread awareness of the harms of tobacco use, many in the U.S. continue to smoke cigarettes. Thus, understanding smokers’ attitudes and motivations remains an important goal. This study adopts the consumer psychology concept of brand relationship to provide a new lens through which to examine smokers’ attitudes about their cigarette use. Twelve focus groups (N = 143) were conducted with adult cigarette smokers from September to November, 2013. Using a semistructured moderator guide and “top of mind” worksheets, the discussion examined participants’ attitudes toward (a) their own cigarette brand and (b) tobacco companies in general. Data were coded and analyzed following principles of thematic analysis. Adult smokers reported positive attitudes toward their cigarette brand, as their brand was strongly associated with the positive experience of smoking (e.g., satisfying craving and relief from withdrawal). In contrast, thinking about tobacco companies in general evoked negative reactions, revealing overwhelmingly negative attitudes toward the industry. Findings reveal a complicated relationship between smokers and their cigarette brand: simultaneously embracing their cigarettes and rejecting the industry that makes them. Taken together, these data suggest smokers maintain largely positive brand relationships, diverting negative feelings about smoking toward the tobacco industry. Finally, they highlight the synergy between branding and the subjective smoking experience, whereby positive brand attitudes are reinforced through withdrawal relief. Ultimately, this information could inform a more complete understanding of how smokers interpret and respond to tobacco communications, including marketing from their brand.

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Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships

Cited by 88 publications

References 99 publications

An Examination of Consumer–Company Identification as a Key Predictor of Consumer Responses in Corporate Crisis

An Examination of Consumer–Company Identification as a Key Predictor of Consumer Responses in Corporate Crisis

We share; we connect: how shared brand consumption influences relational brand connections

It’s complicated: Examining smokers’ relationships with their cigarette brands.

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