{"title":"自我品牌联系对消费者对符号不一致和感知背叛的反应的影响","authors":"Eda Sayin, Zeynep Gürhan-Canlı","doi":"10.1111/ijcs.13011","DOIUrl":null,"url":null,"abstract":"<p>This 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.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":null,"pages":null},"PeriodicalIF":8.6000,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.13011","citationCount":"0","resultStr":"{\"title\":\"The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal\",\"authors\":\"Eda Sayin, Zeynep Gürhan-Canlı\",\"doi\":\"10.1111/ijcs.13011\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>This 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.</p>\",\"PeriodicalId\":48192,\"journal\":{\"name\":\"International Journal of Consumer Studies\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":8.6000,\"publicationDate\":\"2024-02-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.13011\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Consumer Studies\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1111/ijcs.13011\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Consumer Studies","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/ijcs.13011","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal
This 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.
期刊介绍:
The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.