Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences

Abstract The present research addresses an area of brand behavior that is under studied to date but has important implications for national and international brands. Brand prominence, is, the extent which a product reveals visible identifiers, plays fundamental role in determining consumer signaling towards social groups requires accurate management decisions. Integrating literatures on prominence groups, this study proposes presence (vs. absence) dissociative desire out‐group increases preference products featuring more prominent signs relevant in‐group. self‐verification explains relationship between preferences. Moreover, effect disappears when used by minority majority) other in‐group members identification with lower. Results two experiments one survey support our conceptual framework suggest managers should use attract consumers desiring dissociate from out‐groups. Our thus provides defining branding strategies according consumers' identity goals are becoming as brands assume global roles tension identities marketing strategy.