کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
880060 1471426 2016 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
It's not us, it's you: How threatening self-brand association leads to brand pursuit
ترجمه فارسی عنوان
این مربوط به ما نیست، مربوط به شماست: چگونه تهدیدات ارتباط خود با نام تجاری منجر به پیگیری نام تجاری می شود
کلمات کلیدی
هویت؛ اضطراب؛ ارتباط خود با نام تجاری. مصرف
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی

This research demonstrates that information threatening a consumer's self-association with a brand can increase preference for the threatened brand, an effect termed brand pursuit. Summing across a field study and three experiments, the research shows that experienced anxiety mediates the effect of threat on brand pursuit, that a-priori self-brand association strength moderates the effect of threat (since those with stronger association experience more anxiety in response to threat), and that reinforcing the self on other dimensions eliminates the effect of threat on brand pursuit. In addition, this research proposes that self-concept threats are best understood if conceptualized in terms of the specific associations they target. The key implication of these findings is that threats to self-brand associations can be an effective strategy for increasing brand preference, a tactic contrary to marketing convention.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 33, Issue 1, March 2016, Pages 183–197
نویسندگان
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