... and consumption goal. Design/methodology/approach This paper uses online surveys to test the interactions between consumer-brand values deviation and cause controversy and consumption goal, which subsequently impacts consumer–brand identification. Findings Consumer–brand values deviation negatively...

...., 2001) and is particularly useful when prior knowledge allows different plausible justifications (Chaker et al., 2019 ; Sawyer and Peter, 1983). Brand activism Brand attitude Consumer–brand identification Political ideology Perceived marginalization Recently, an increasing...

... dissatisfaction and brand anger when self-relevant, symbolic failures happen. Moreover, strong consumer-brand identification triggers brand-detrimental effects. It is shown to influence the connection between consumers’ inward- (i.e. brand shame) and resulting outward-directed (i.e. brand anger) negative emotions...

...Bangwool Han Purpose This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top...

... identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical...

... that the importance of the brand is a primary source for consumers to engage in the brand community. Therefore, the social demonstrance of a brand (external, social) as well as the consumer-brand identification (internal, personal) construct are used as drivers of brand community engagement. Second, this research...