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

✍ Scribed by Shirley Y.Y. Cheng; Tiffany Barnett White; Lan Nguyen Chaplin

Book ID
116624798
Publisher
Elsevier Science
Year
2012
Tongue
English
Weight
460 KB
Volume
22
Category
Article
ISSN
1057-7408

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## Abstract In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word‐of‐mouth, and forgiveness. The effect is pron