Published on October 13, 2020
This study focused on the idea of brand identity fusion, the the merging of individual (customer) and identity of the brand in the mind of the customer such that the individual may see threats to the brand as a threat to one’s self, to examine how it may act as a figurative shield against the negative impacts of misconduct allegations. We found that people whose identities are fused with a brand are more willing not only to forgive the brand for environmental misconduct, but also support the brand by intending to buy more of their products.
Publisher: Journalism and Mass Communication Quarterly (2020)
Co-author: Soojin Kim, University of Technology Sydney