Brand Embarrassment: Antecedents and Outcomes Variables


  • Paterne Micha MBELANGANI MBAN Katip Çelebi University
  • Sevtap ÜNAL Katip Çelebi University



Brand Embarrassment, Brand Hate, Brand Detachment, Brand Image, Need for Social Approval, Negative Brand Self-Expressiveness, Interpersonal Influence.


The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.


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