Purpose: This study aims to introduce the concept of dissociative threat, which is the fear of being associated with an undesirable (dissociative) group as a result of demonstrating ability in a domain that is stereotypically linked to that group. Consumers experiencing dissociative threats use...

Purpose: This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach: The authors used a quantitative approach consisting of within-subjects (Study 1)...