The Fighter and the Caregiver: Brands That Help Individuals With Self-Esteem and Social Exclusion Threats

Aulona Ulqinaku; Gülen Sarial Abi; Jeffrey  Inman

The Fighter and the Caregiver: Brands That Help Individuals With Self-Esteem and Social Exclusion Threats

Aulona Ulqinaku, Gülen Sarial Abi, Jeffrey Inman

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning

Abstract

Across multiple studies, we show that individuals with self-esteem threats prefer fighter brands, and individuals with social exclusion threats prefer caregiver brands. Additionally, we demonstrate that these brands help individuals engage in coping mechanisms to mitigate these threats. The findings extend the literature on branding and generate actionable managerial practice.

Originalsprog	Engelsk
Titel	Proceedings of the Association for Consumer Research 2019
Redaktører	Rajesh Bagchi, Lauren Block, Leonard Lee
Antal sider	5
Udgivelsessted	Duluth, NM
Forlag	Association for Consumer Research
Publikationsdato	2019
Sider	117-122
ISBN (Trykt)	9780915552801
Status	Udgivet - 2019
Udgivet eksternt	Ja
Begivenhed	50th Annual Conference of the Association for Consumer Research. ACR 2019 - Atlanta, USA Varighed: 17 okt. 2019 → 20 okt. 2019 Konferencens nummer: 50 https://www.acrwebsite.org/web/conferences/overview

Konference

Konference	50th Annual Conference of the Association for Consumer Research. ACR 2019
Nummer	50
Land/Område	USA
By	Atlanta
Periode	17/10/2019 → 20/10/2019
Internetadresse	https://www.acrwebsite.org/web/conferences/overview

Navn	NA - Advances in Consumer Research
Vol/bind	47
ISSN	0098-9258

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Adgang til dokumentet

https://www.acrwebsite.org/volumes/2551062/volumes/v47/NA-47Licens: Ikke-specificeret
https://www.acrwebsite.org/assets/PDFs/vol47.pdfLicens: Ikke-specificeret

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Citationsformater

Ulqinaku, Aulona ; Abi, Gülen Sarial ; Inman, Jeffrey . / The Fighter and the Caregiver : Brands That Help Individuals With Self-Esteem and Social Exclusion Threats. Proceedings of the Association for Consumer Research 2019. red. / Rajesh Bagchi ; Lauren Block ; Leonard Lee. Duluth, NM : Association for Consumer Research, 2019. s. 117-122 (NA - Advances in Consumer Research, Bind 47).

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author = "Aulona Ulqinaku and Abi, {G{\"u}len Sarial} and Jeffrey Inman",

year = "2019",

language = "English",

isbn = "9780915552801",

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publisher = "Association for Consumer Research",

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editor = "Bagchi, {Rajesh } and Block, {Lauren } and Lee, {Leonard }",

booktitle = "Proceedings of the Association for Consumer Research 2019",

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Ulqinaku, A, Abi, GS & Inman, J 2019, The Fighter and the Caregiver: Brands That Help Individuals With Self-Esteem and Social Exclusion Threats. i R Bagchi, L Block & L Lee (red), Proceedings of the Association for Consumer Research 2019. Association for Consumer Research, Duluth, NM, NA - Advances in Consumer Research, bind 47, s. 117-122, 50th Annual Conference of the Association for Consumer Research. ACR 2019, Atlanta, Georgia, USA, 17/10/2019. <https://www.acrwebsite.org/volumes/2551062/volumes/v47/NA-47>

The Fighter and the Caregiver: Brands That Help Individuals With Self-Esteem and Social Exclusion Threats. / Ulqinaku, Aulona; Abi, Gülen Sarial; Inman, Jeffrey .
Proceedings of the Association for Consumer Research 2019. red. / Rajesh Bagchi; Lauren Block; Leonard Lee. Duluth, NM: Association for Consumer Research, 2019. s. 117-122 (NA - Advances in Consumer Research, Bind 47).

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning

TY - ABST

T1 - The Fighter and the Caregiver

T2 - 50th Annual Conference of the Association for Consumer Research. ACR 2019

AU - Ulqinaku, Aulona

AU - Abi, Gülen Sarial

AU - Inman, Jeffrey

N1 - Conference code: 50

PY - 2019

Y1 - 2019

N2 - Across multiple studies, we show that individuals with self-esteem threats prefer fighter brands, and individuals with social exclusion threats prefer caregiver brands. Additionally, we demonstrate that these brands help individuals engage in coping mechanisms to mitigate these threats. The findings extend the literature on branding and generate actionable managerial practice.

AB - Across multiple studies, we show that individuals with self-esteem threats prefer fighter brands, and individuals with social exclusion threats prefer caregiver brands. Additionally, we demonstrate that these brands help individuals engage in coping mechanisms to mitigate these threats. The findings extend the literature on branding and generate actionable managerial practice.

M3 - Conference abstract in proceedings

SN - 9780915552801

T3 - NA - Advances in Consumer Research

SP - 117

EP - 122

BT - Proceedings of the Association for Consumer Research 2019

A2 - Bagchi, Rajesh

A2 - Block, Lauren

A2 - Lee, Leonard

PB - Association for Consumer Research

CY - Duluth, NM

Y2 - 17 October 2019 through 20 October 2019

ER -