Customer-brand disidentification: Conceptualization, scale development and validation

Research suggests that customer-brand disidentification is a pertinent source for the breakdown of consumer-brand relationships and a reason why consumers turn against brands. However, practical and theoretical interest in the study of customer-brand disidentification has been hindered by the absence of a reliable scale with confirmed predictive validity. As a result, the purpose of this study is to develop, operationalize, and test a measure of customer-brand disidentification based on a theoretically valid definition. Drawing on data from six samples, as well as a thorough literature review, the authors develop and validate a scale for measuring customer-brand disidentification. Furthermore, via the application of a nomological net, the authors reveal that customer-brand disidentification is predicated on negative customer emotions after being violated by a brand in a contract breach. Various consumer-based outcomes including patronage reduction and negative word of mouth are found to be consequences of customer-brand disidentification.