The dark side of brand attachment: A conceptual framework of brand attachment's detrimental outcomes

A. Japutra, Y. Ekinci, Lyndon Simkin, B. Nguyen

Research output: Contribution to journalArticle

Abstract

Brand attachment recently has received great attention among practitioners and academics alike. Scholars consider brand attachment a key requisite in consumer-brand relationships that create favourable consumer behaviours such as positive brand attitudes and brand loyalty. Few studies, however, examine the detrimental outcomes of brand attachment. In this paper, we develop a conceptual framework that explores how brand attachment may explain detrimental consumer behaviours, such as oppositional brand loyalty and antibrand actions. We investigate consumers' trash-talking and schadenfreude in brand communities and their subsequent outcomes. Our framework reveals that the link between brand attachment and oppositional brand loyalty is driven by consumers' social identity and sense of rivalry. Furthermore, we put forward that brand attachment leads to anti-brand actions when relationships deteriorate. We identify two factors behind the deterioration: (1) companies' opportunism activities, and (2) incongruity between consumers' values and the brand's values. Theoretical and managerial implications are discussed arising from our emerging 'dark side' brand attachment framework.
Original languageEnglish
Pages (from-to)245-264
JournalThe Marketing Review
Volume14
Issue number3
DOIs
Publication statusPublished - 2014

Fingerprint

Conceptual framework
Brand loyalty
Consumer behaviour
Brand attitude
Consumer value
Rivalry
Trash
Social identity
Consumer-brand relationships
Deterioration
Brand community
Factors
Brand value
Opportunism

Bibliographical note

This paper is not available on the repository

Keywords

  • ANTI-BRAND
  • ATTACHMENT
  • BRANDING
  • DARK SIDE
  • SCHADENFREUDE
  • TRASH-TALKING

Cite this

The dark side of brand attachment: A conceptual framework of brand attachment's detrimental outcomes. / Japutra, A.; Ekinci, Y.; Simkin, Lyndon; Nguyen, B.

In: The Marketing Review, Vol. 14, No. 3, 2014, p. 245-264.

Research output: Contribution to journalArticle

@article{b26c0770ad41471b86596b003d47c3dd,
title = "The dark side of brand attachment: A conceptual framework of brand attachment's detrimental outcomes",
abstract = "Brand attachment recently has received great attention among practitioners and academics alike. Scholars consider brand attachment a key requisite in consumer-brand relationships that create favourable consumer behaviours such as positive brand attitudes and brand loyalty. Few studies, however, examine the detrimental outcomes of brand attachment. In this paper, we develop a conceptual framework that explores how brand attachment may explain detrimental consumer behaviours, such as oppositional brand loyalty and antibrand actions. We investigate consumers' trash-talking and schadenfreude in brand communities and their subsequent outcomes. Our framework reveals that the link between brand attachment and oppositional brand loyalty is driven by consumers' social identity and sense of rivalry. Furthermore, we put forward that brand attachment leads to anti-brand actions when relationships deteriorate. We identify two factors behind the deterioration: (1) companies' opportunism activities, and (2) incongruity between consumers' values and the brand's values. Theoretical and managerial implications are discussed arising from our emerging 'dark side' brand attachment framework.",
keywords = "ANTI-BRAND, ATTACHMENT, BRANDING, DARK SIDE, SCHADENFREUDE, TRASH-TALKING",
author = "A. Japutra and Y. Ekinci and Lyndon Simkin and B. Nguyen",
note = "This paper is not available on the repository",
year = "2014",
doi = "10.1362/146934714X14024779061875",
language = "English",
volume = "14",
pages = "245--264",
journal = "The Marketing Review",
issn = "1469-347X",
publisher = "Westburn Publishers",
number = "3",

}

TY - JOUR

T1 - The dark side of brand attachment: A conceptual framework of brand attachment's detrimental outcomes

AU - Japutra, A.

AU - Ekinci, Y.

AU - Simkin, Lyndon

AU - Nguyen, B.

N1 - This paper is not available on the repository

PY - 2014

Y1 - 2014

N2 - Brand attachment recently has received great attention among practitioners and academics alike. Scholars consider brand attachment a key requisite in consumer-brand relationships that create favourable consumer behaviours such as positive brand attitudes and brand loyalty. Few studies, however, examine the detrimental outcomes of brand attachment. In this paper, we develop a conceptual framework that explores how brand attachment may explain detrimental consumer behaviours, such as oppositional brand loyalty and antibrand actions. We investigate consumers' trash-talking and schadenfreude in brand communities and their subsequent outcomes. Our framework reveals that the link between brand attachment and oppositional brand loyalty is driven by consumers' social identity and sense of rivalry. Furthermore, we put forward that brand attachment leads to anti-brand actions when relationships deteriorate. We identify two factors behind the deterioration: (1) companies' opportunism activities, and (2) incongruity between consumers' values and the brand's values. Theoretical and managerial implications are discussed arising from our emerging 'dark side' brand attachment framework.

AB - Brand attachment recently has received great attention among practitioners and academics alike. Scholars consider brand attachment a key requisite in consumer-brand relationships that create favourable consumer behaviours such as positive brand attitudes and brand loyalty. Few studies, however, examine the detrimental outcomes of brand attachment. In this paper, we develop a conceptual framework that explores how brand attachment may explain detrimental consumer behaviours, such as oppositional brand loyalty and antibrand actions. We investigate consumers' trash-talking and schadenfreude in brand communities and their subsequent outcomes. Our framework reveals that the link between brand attachment and oppositional brand loyalty is driven by consumers' social identity and sense of rivalry. Furthermore, we put forward that brand attachment leads to anti-brand actions when relationships deteriorate. We identify two factors behind the deterioration: (1) companies' opportunism activities, and (2) incongruity between consumers' values and the brand's values. Theoretical and managerial implications are discussed arising from our emerging 'dark side' brand attachment framework.

KW - ANTI-BRAND

KW - ATTACHMENT

KW - BRANDING

KW - DARK SIDE

KW - SCHADENFREUDE

KW - TRASH-TALKING

U2 - 10.1362/146934714X14024779061875

DO - 10.1362/146934714X14024779061875

M3 - Article

VL - 14

SP - 245

EP - 264

JO - The Marketing Review

JF - The Marketing Review

SN - 1469-347X

IS - 3

ER -