Abstract
The current research examines a new phenomenon, consumer–brand disidentification (CBD), in relation to consumer–brand identification (CBI), their symbolic drivers, and unique outcomes. The model is examined in the context of seven nationally-recognized beer brands. As such, three theoretical contributions are made. First, the concept of CBD is revealed as useful in understanding consumers' brand relationships. Second, CBI and CBD are evidenced as capturing an attraction/repulsion dynamic by which brands simultaneously attract and repulse segments of consumer. Third, the results suggest that the influence of self-motives, as represented by the symbolic drivers, differs for CBI and CBD. Overall, the research suggests that capitalizing off of the symbolic properties of a brand is a difficult task as strong brand identities can alienate consumer segments.
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