Purpose – The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand. Design/methodology/approach – Two longitudinal studies in banking and insurance were used. These...

Purpose – The paper seeks to investigate the incremental value of a construct termed “undesired self‐image congruence”, and capture consumers' perceived closeness to negatively valenced brand‐related attributes over and above established self‐image congruence factors known to affect...