Brand Stress and How Consumers Cope with it? An Exploratory Analysis

Abstract

We explore a relatively new concept in marketing, namely brand stress. In the current study, brand stress in understood as strain caused by the felt pressure to own and consume certain branded products. We first conceptualize the construct of perceived brand stress and suggest how we can operationalize it. Furthermore, we attempt to shed light on the various ways in which consumers cope with perceived brand stress.

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