Research Repository

Me, my brand and I: Consumer responses to luxury brand rejection

Khalifa, D and Shukla, P (2017) 'Me, my brand and I: Consumer responses to luxury brand rejection.' Journal of Business Research, 81. 156 - 162. ISSN 0148-2963

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Integrating the social rejection and brand threat literatures, this research examines how consumers respond when the luxury brand they identify with is rejected by their social peers. Across two studies, it is observed that, consumers who identify with a brand, a threat to the brand elicit defensive behavioral response whether it's stemming from an in-group or an out-group. However, consumers who dis-identify with the brand only adopt defensive behaviour when the brand is rejected by an out-group. High brand identifiers report higher need for belonging and negative affect following threat while brand dis-identifiers are not affected. The findings further delineate consumer responses to luxury brand related rejection in reflexive and reflective stages of rejection. The study extends previous work on rejection and offers a number of managerial implications.

Item Type: Article
Uncontrolled Keywords: Brand threat Rejection Brand identification In-group Out-group Luxury brands
Subjects: H Social Sciences > HG Finance
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Elements
Date Deposited: 22 Sep 2017 14:03
Last Modified: 19 Mar 2019 02:00

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