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

Aulona Ulqinaku, Gülen Sarial Abi, Jeffrey Inman

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearch


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 languageEnglish
Title of host publicationProceedings of the Association for Consumer Research 2019
EditorsRajesh Bagchi, Lauren Block, Leonard Lee
Number of pages5
Place of PublicationDuluth, NM
PublisherAssociation for Consumer Research
Publication date2019
ISBN (Print)9780915552801
Publication statusPublished - 2019
Externally publishedYes
Event50th Annual Conference of the Association for Consumer Research. ACR 2019 - Atlanta, United States
Duration: 17 Oct 201920 Oct 2019
Conference number: 50


Conference50th Annual Conference of the Association for Consumer Research. ACR 2019
Country/TerritoryUnited States
Internet address
SeriesNA - Advances in Consumer Research

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