The effects of self-brand connections on responses to brand failure: A new look at the consumer-brand relationship

Journal of Consumer Psychology

Volumn 22, Issue 2, 2012, Pages 280-288

  Cheng, Shirley Y Y ^a   White, Tiffany Barnett ^b   Chaplin, Lan Nguyen ^c  

^a HONG KONG BAPTIST UNIVERSITY   (Hong Kong)

^b UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

^c VILLANOVA UNIVERSITY   (United States)

Author keywords

Brand connections; Brand evaluations; Brand failure; Self affirmation; Self concept

Indexed keywords

EID: 84860835217     PISSN: 10577408     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jcps.2011.05.005     Document Type: Article

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