When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference

• Published in: Journal of theoretical and applied electronic commerce research Vol. 19; no. 4; pp. 3123 - 3136
• Main Authors: Zhao, Taiyang, Liang, Ziwei, Du, Yuqi, Huang, Ershuai, Zou, Yun
• Format: Journal Article
• Language: English
• Published: 12.11.2024
• ISSN: 0718-1876; 0718-1876
• DOI: 10.3390/jtaer19040151

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection on consumers’ in-group brands (e.g., local brands) preference and the corresponding mediating mechanism and boundary condition through four experiments. The results demonstrated that consumers who experienced brand rejection were less likely to purchase products from that brand and showed a greater preference for other in-group brands than out-group brands (foreign brands). This relationship was mediated by consumers’ sense of control. Moreover, brand familiarity moderated the relationship between brand rejection and sense of control, affecting consumers’ in-group brand preference. These findings expand the research area of brand rejection and in-group brand preference and provide a practical reference for the development of local brands.