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The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal

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dc.contributor.authorGürhan Canli, Zeynep
dc.contributor.authorSayin, Eda
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-07-08T13:14:10Z
dc.date.available2024-07-08T13:14:10Z
dc.date.issued2024
dc.description.abstractThis 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.
dc.formatapplication/pdf
dc.identifier.citationSayin, E., & Gürhan-Canl?, Z. (2024). The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal. International Journal of Consumer Studies, 48(2), e13011. https://doi.org/10.1111/ijcs.13011
dc.identifier.doihttps://doi.org/10.1111/ijcs.13011
dc.identifier.issn14706423
dc.identifier.officialurlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85184719282&doi=10.1111%2fijcs.13011&partnerID=40&md5=7ab2b147c19f780e4d05be9805f091fb
dc.identifier.urihttps://hdl.handle.net/20.500.14417/2996
dc.issue.number2
dc.journal.titleInternational Journal of Consumer Studies
dc.language.isoeng
dc.publisherJohn Wiley and Sons Inc
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.subjectbrand extension
dc.subjectcongruency
dc.subjectfelt betrayal
dc.subjectself-brand connection
dc.subjectword of mouth
dc.subject.keywordbrand extension
dc.subject.keywordcongruency
dc.subject.keywordfelt betrayal
dc.subject.keywordself-brand connection
dc.subject.keywordword of mouth
dc.titleThe influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dc.volume.number48
dspace.entity.typePublication
person.identifier.scopus-author-id56175198900
person.identifier.scopus-author-id6603645383
relation.isAuthorOfPublication66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
relation.isAuthorOfPublication.latestForDiscovery66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
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