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ISSN : 1229-8778
This study examines effect of self-brand connection(SBC), brand performance and self-esteem on consumer’s explicit and implicit brand attitudes. The study consisted of a three-way factorial design of 2 (SBC: high/ low) X 2 (brand performance: success / failure) X 2 (self-esteem: high / low). Explicit brand attitude changed significantly according to performance, SBC, and self - esteem level, but implicit brand attitude did not change easily due to one single event. Consumers with high SBC have lowered explicit brand attitude after exposure to negative brand information when their self-esteem is high (vs. low self-esteem).
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