The Fighter and the Caregiver: Brands that Help Individuals with Psychological Threats

Aulona Ulqinaku; Gülen Sarial Abi; Jeffrey  Inman

The Fighter and the Caregiver: Brands that Help Individuals with Psychological Threats

Aulona Ulqinaku, Gülen Sarial Abi, Jeffrey Inman

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

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.

Original language	English
Title of host publication	NA - Advances in Consumer Research
Editors	Rajesh Bagchi, Lauren Block, Leonard Lee
Number of pages	6
Place of Publication	Duluth, MN
Publisher	Association for Consumer Research
Publication date	2019
Pages	117-122
Publication status	Published - 2019
Externally published	Yes
Event	50th Annual Conference of the Association for Consumer Research. ACR 2019 - Atlanta, United States Duration: 17 Oct 2019 → 20 Oct 2019 Conference number: 50 https://www.acrwebsite.org/web/conferences/overview

Conference

Conference	50th Annual Conference of the Association for Consumer Research. ACR 2019
Number	50
Country/Territory	United States
City	Atlanta
Period	17/10/2019 → 20/10/2019
Internet address	https://www.acrwebsite.org/web/conferences/overview

Keywords

Psychological threats
Brands
Self-esteem
Social exclusion

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

https://www.acrwebsite.org/volumes/v47/acr_vol47_2551062.pdfLicence: Unspecified

Handle.net

Persistent link

Cite this

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title = "The Fighter and the Caregiver: Brands that Help Individuals with Psychological Threats",

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.",

keywords = "Psychological threats, Brands, Self-esteem, Social exclusion, Psychological threats, Brands, Self-esteem, Social exclusion",

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

year = "2019",

language = "English",

pages = "117--122",

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

booktitle = "NA - Advances in Consumer Research",

publisher = "Association for Consumer Research",

address = "United States",

note = "50th Annual Conference of the Association for Consumer Research. ACR 2019 ; Conference date: 17-10-2019 Through 20-10-2019",

url = "https://www.acrwebsite.org/web/conferences/overview",

}

Ulqinaku, A, Abi, GS & Inman, J 2019, The Fighter and the Caregiver: Brands that Help Individuals with Psychological Threats. in R Bagchi, L Block & L Lee (eds), NA - Advances in Consumer Research. Association for Consumer Research, Duluth, MN, pp. 117-122, 50th Annual Conference of the Association for Consumer Research. ACR 2019, Atlanta, Georgia, United States, 17/10/2019. <https://www.acrwebsite.org/volumes/v47/acr_vol47_2551062.pdf>

The Fighter and the Caregiver: Brands that Help Individuals with Psychological Threats. / Ulqinaku, Aulona; Abi, Gülen Sarial; Inman, Jeffrey .
NA - Advances in Consumer Research. ed. / Rajesh Bagchi; Lauren Block; Leonard Lee. Duluth, MN: Association for Consumer Research, 2019. p. 117-122.

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

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.

KW - Psychological threats

KW - Brands

KW - Self-esteem

KW - Social exclusion

KW - Psychological threats

KW - Brands

KW - Self-esteem

KW - Social exclusion

M3 - Conference abstract in proceedings

SP - 117

EP - 122

BT - NA - Advances in Consumer Research

A2 - Bagchi, Rajesh

A2 - Block, Lauren

A2 - Lee, Leonard

PB - Association for Consumer Research

CY - Duluth, MN

Y2 - 17 October 2019 through 20 October 2019

ER -