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/rapportKonferenceabstrakt i proceedingsForskning

Abstrakt

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.
OriginalsprogEngelsk
TitelProceedings of the Association for Consumer Research 2019
RedaktørerRajesh Bagchi, Lauren Block, Leonard Lee
Antal sider5
UdgivelsesstedDuluth, NM
ForlagAssociation for Consumer Research
Publikationsdato2019
Sider117-122
ISBN (Trykt)9780915552801
StatusUdgivet - 2019
Udgivet eksterntJa
Begivenhed50th Annual Conference of the Association for Consumer Research. ACR 2019 - Atlanta, USA
Varighed: 17 okt. 201920 okt. 2019
Konferencens nummer: 50
https://www.acrwebsite.org/web/conferences/overview

Konference

Konference50th Annual Conference of the Association for Consumer Research. ACR 2019
Nummer50
LandUSA
ByAtlanta
Periode17/10/201920/10/2019
Internetadresse
NavnNA - Advances in Consumer Research
Vol/bind47
ISSN0098-9258

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