Customer-brand disidentification: Conceptualization, scale development and validation

Nwamaka A. Anaza, José Luis Saavedra, Joe F. Hair, Ramin Bagherzadeh, Monika Rawal and Christian Nedu Osakwe

Journal of Business Research, 2021, vol. 133, issue C, 116-131

Abstract: Research suggests that customer-brand disidentification is a pertinent source for the breakdown of consumer-brand relationships and a reason why consumers turn against brands. However, practical and theoretical interest in the study of customer-brand disidentification has been hindered by the absence of a reliable scale with confirmed predictive validity. As a result, the purpose of this study is to develop, operationalize, and test a measure of customer-brand disidentification based on a theoretically valid definition. Drawing on data from six samples, as well as a thorough literature review, the authors develop and validate a scale for measuring customer-brand disidentification. Furthermore, via the application of a nomological net, the authors reveal that customer-brand disidentification is predicated on negative customer emotions after being violated by a brand in a contract breach. Various consumer-based outcomes including patronage reduction and negative word of mouth are found to be consequences of customer-brand disidentification.

Keywords: Customer-brand disidentification; Negative emotions; Patronage reduction; Scale development; Social identity theory (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:133:y:2021:i:c:p:116-131

DOI: 10.1016/j.jbusres.2021.03.064

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