Keywords: Symbolic self-completion
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Compensatory word of mouth as symbolic self-completion: When talking about a brand can restore consumers’ self-perceptions after self-threat

Christina Saenger, Veronica L. Thomas, Dora E. Bock
Journal: European Journal of Marketing
European Journal of Marketing (2020) 54 (4): 671–690.
https://doi.org/10.1108/EJM-03-2018-0206
Published: 27 February 2020
... information online, this research suggests firms can align their brand messages with relevant identity-related discrepancies. Originality/value This research extends the symbolic self-completion compensatory consumption strategy to the word-of-mouth context, showing that consumers can achieve the same...
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