Person: Sayin, Eda
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First Name
Eda
Last Name
Sayin
Affiliation
IE University
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IE Business School
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Marketing and Communication
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Publication Feeling Attached to Symbolic Brands within the Context of Brand Transgressions(Emerald, 2015-05-02) Sayin, Eda; Gürhan Canli, Zeynep; https://ror.org/02jjdwm75Purpose We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship. Methodology/approach We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result of their willingness to sustain their brand relationship, highly attached consumers will either discount negative information about a brand or attribute the responsibility for the negative information to some external factors. We propose, on the other hand, that when negative information dilutes the reason for brand attachment, the norm of the consumer–brand relationship is violated (brand transgression). Then we argue that highly attached consumers of that brand will react more negatively (when compared to consumers not feeling highly attached) toward the brand. Findings We introduce a typology of brand transgressions against the (1) expressive, (2) exclusive, (3) expert, and (4) empathic nature of brands. We discuss the possible effects of attachment levels on consumers’ reactions after such brand transgressions. Additionally, we articulate the moderating effects of four consumer motives (need for self-enhancement, need for uniqueness, need for risk avoidance, and need for justice) on consumer reactions. Originality/value Our reasoning counters the literature suggesting that highly attached consumers of a brand will engage in relationship-sustaining behaviors. We contribute to the brand-transgression literature by providing a more structured and detailed definition of brand transgressions by classifying them under four distinct types.Publication The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal(John Wiley and Sons Inc, 2024) Gürhan Canli, Zeynep; Sayin, Eda; https://ror.org/02jjdwm75This research provides compelling evidence that consumer reactions toward symbolically incongruent brand behaviors depend on their level of self-brand connection. It challenges the conventional belief that high self-brand connection works as a protecting shield for brands and reveals that consumers with higher (vs. lower) self-brand connection react more negatively toward symbolically incongruent brand behaviors because they feel betrayed by the brand. The results unveil that a sense of betrayal can be incited,when a brand's behavior is symbolically incongruent with its established meaning. This pattern of consumer responses is consistent across four experimental studies,which involved a diverse sample of 563 participants from different countries,including the United States,the United Kingdom,and Spain and used various product categories. The results consistently show that individuals with high self-brand connection display an increased intention to engage in negative word of mouth,along with a decline in their brand attitudes and purchase intentions,driven by feelings of betrayal. This effect is further intensified for consumers with higher self-enhancement need. It is worth noting that prior literature on betrayal has often linked such feelings to more significant transgressions and behaviors with immoral connotations. © 2024 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd.Publication Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises(Sage, 2023-12-12) Sayin, Eda; Aydınoğlu, Nilüfer ; Özsomer, Ayşegül; Gürhan Canli, Zeynep; https://ror.org/02jjdwm75Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (vs. local) brands. Higher initial expectations for global brands are the underlying cause of this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis than when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.