Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal

Consumers use brands in many combinations from mixing-and-matching multiple brands (multi-brand combination) to using only a single brand (mono-brand combination). Albeit its relevance in everyday life, it is yet a "largely ignored area of branding research". Here, Engeler and Barasz exami...

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Bibliographic Details
Published inAdvances in Consumer Research Vol. 46; pp. 536 - 537
Main Authors Engeler, Isabelle, Barasz, Kate
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2018
Subjects
Brand loyalty
Brands
Consumer behavior
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Summary:Consumers use brands in many combinations from mixing-and-matching multiple brands (multi-brand combination) to using only a single brand (mono-brand combination). Albeit its relevance in everyday life, it is yet a "largely ignored area of branding research". Here, Engeler and Barasz examine how such brand combinations (mono- vs. multi-brand) affect observers' trust in the target consumers' recommendations.
ISSN:0098-9258