Escalas, Jennifer Edson; Gallo, Iñigo & Gaustad, Tarje (2019)

Reminiscing on self_brand connections: differentiating experiential versus symbolic origins.

Reed II, Americus & Forehand, Mark (red.). Handbook of Research on Identity Theory in Marketing.

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2019)

Too much of a good thing? Consumer response to strategic changes in brand image.

International Journal of Research in Marketing, 36(2), s. 264- 280. Doi: 10.1016/j.ijresmar.2019.01.001 - Fulltekst i vitenarkiv

Gaustad, Tarje; Utgård, Jakob & Fitzsimons, Gavan J. (2018)

When accidents are good for a brand

Journal of Business Research, s. 1- 9. Doi: 10.1016/j.jbusres.2018.10.040

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2018)

The perils of self-brand connections: Consumer response to changes in brand meaning

Psychology & Marketing Doi: 10.1002/mar.21137

Companies commit considerable resources to building brand associations that resonate with consumers’ identities and facilitate strong consumer–brand bonds. The current research investigates a potential disadvantage of this popular strategy. The results from three studies show that consumers with a high degree of self‐brand connection respond negatively to brand developments (e.g., brand acquisitions and repositioning) that change brand meaning. The authors show that this effect is due to a change in the identity signaled by the brand. The results contrast with existing research, which has consistently found that brand connections promote probrand behavior and serve as a buffer against negative brand information.

Olsen, Lars Erling; Samuelsen, Bendik Meling & Gaustad, Tarje (2014)

Same Service, Different Ad Claims: The Moderating Role of Need for Cognition

Psychology & Marketing, 31(12), s. 1064- 1073. Doi: 10.1002/mar.20753

Olsen, Lars Erling; Samuelsen, Bendik M. & Gaustad, Tarje (2014)

Same message, different ad framing: The moderating role of need for cognition

[Academic lecture]. 43rd EMAC Conference Proceedings.

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2014)

The Perils of Self-Brand Connections: Consumer Response to Changes in Brand Image

[Academic lecture]. EMAC conference.

Utgård, Jakob & Gaustad, Tarje (2013)

Employee Misbehavior: The Effect of Employee Typicality on Brand Evaluations

[Academic lecture]. Johan Arndt-konferansen.

Gaustad, Tarje; Utgård, Jakob & Fitzsimons, Gavan J. (2013)

How Accidents Can Be Good For the Brand: The Role of Accident-Brand Stereotype Match and Self-Brand Congruity in User Accidents

[Academic lecture]. Emac.

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2013)

The Perils of Self-Brand Connections: Consumers' Response to Changes in Brand Image

[Academic lecture]. AMA Winter Marketing Educator's Conference 2013.