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

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 thi...