“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret |
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| Institution: | 1. University of Portsmouth, Department of Marketing and Sales, Portland Street, PO13DE, United Kingdom;2. University of Piemonte Orientale “A. Avogadro”, Department of Economics and Business, Via Perrone 18, 28100 Novara, Italy;1. Marketing Department, University of Ljubljana, Kardeljeva plo??ad 17, 1000 Ljubljana, Slovenia;2. Department of International Marketing, University of Vienna, Oskar-Morgenstern-Platz 1, 1090 Vienna, Austria;3. Department of Applied Psychology: Work, Education, Economy, University of Vienna, Universitätsstraße 7 (NIG), 1010 Vienna, Austria;1. University of Vienna, Faculty of Business, Economics and Statistics, Department of International Marketing, Oskar-Morgenstern-Platz 1, 1090 Vienna, Austria;2. School of Economics and Business, University of Sarajevo, Trg oslobo?enja 1, 71000 Sarajevo, Bosnia and Herzegovina;3. Warwick Business School, University of Warwick, Coventry, West Midlands CV4 7AL, United Kingdom;4. Loughborough University, School of Business and Economics, Loughborough LE11 3TU, UK;1. University of Vienna, Faculty of Business, Economics and Statistics, Department of International Marketing, Oskar-Morgenstern Platz 1, 1090, Vienna, Austria;2. Delft University of Technology, Faculty of Technology, Policy and Management, Department of Values, Technology and Innovation, Jaffalaan 5, 2628, BX, Delft, The Netherlands |
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| Abstract: | Extending the study of consumer-brand relationships in the post-purchase stages of consumer decision making and in situations involving unfavorable comparisons with foregone brands, this research investigates the role of consumer-brand identification on consumer responses to purchase regret. Drawing on regret theory and consumer-brand relationship literature, the authors argue that consumer-brand identification immunizes the brand from the negative consequences of purchase regret through the amplification of consumers' cognitive regret regulation and the attenuation of consumers' behavioral regret coping. An empirical study using scenario manipulation of regret for participants' favorite brands provides support to the protective role of consumer-brand identification. The results indicate that consumer-brand identification attenuates the negative effects of regret on satisfaction and behavioral intentions and strengthens the positive impact of satisfaction on brand repurchase/recommendation intent. The findings enrich regret and consumer-brand relationship theories and provide managerial insights for effective branding strategy development under conditions of intense competitive pressure. |
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