Abstract:
Enterprises tend to attach importance to consumer brand relationship in the marketing
context, especially the establishment and culture of attachment relationship,
and they try to maintain brand loyalty through consumers’ high self-connection. But
they ignore the possibility that brand attachment leads to anti-brand behavior; however,
previous study was less involved in the negative effects of brand attachment and
negative brand behavior. So on the basis of relevant research literature review, we
firstly illustrate two kinds of incentive of anti-brand behavior: 1) the loss of functional
benefit; 2) the violation of self-concept, and then discussed the theoretical framework
that brand attachment leads to anti-brand behavior from the perspective of
consumers’ individual characteristics. The purpose of this paper is to explore the
strong brand attachment relationship between consumers and brand when and why
it will be transformed into a strong negative brand behavior, and thus provide a new
perspective on the study of brand attachment.
