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Customer-brand disidentification: Conceptualization, scale development and validation

Author

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

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.

Suggested Citation

  • Anaza, Nwamaka A. & Luis Saavedra, José & Hair, Joe F. & Bagherzadeh, Ramin & Rawal, Monika & Nedu Osakwe, Christian, 2021. "Customer-brand disidentification: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 133(C), pages 116-131.
    • Handle: RePEc:eee:jbrese:v:133:y:2021:i:c:p:116-131
    DOI: 10.1016/j.jbusres.2021.03.064
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