Purpose: When consumers experience a self-threat that calls their self-concept into question, the ensuing psychological discomfort motivates them to restore their self-perceptions on the threatened attribute. Although consumers can restore a threatened self-perception by consuming products and...

Purpose: This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically, studies examine how informational versus entertaining content interact with the content’s brand image...

Purpose The purpose of this paper is to examine the conflict between consumers’ need to spread word-of-mouth about brands to express identity and the motivation to protect identity-linked brands from outside adoption that could dilute the brand’s symbolic associations. Current studies...