... reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact...

... choice. © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Brand evaluation Purchase intention Self-esteem Celebrity endorsement Katarina Hellén is the corresponding author and can be contacted at: katarina.hellen@uva.fi 03...