When luxury brand rejection causes brand dilution

Integrating the social rejection and brand dilution literatures, this study investigates consumer responses to luxury rejection. Across four studies, findings elaborate that a threat elicits negative affective among consumers with high self–brand connection, while low connection are not affected. The explain how mediate behavioral causing further moderating role of self-construal source (in-group vs. out-group) respectively. Specifically, by an in-group significantly causes than out-group for interdependent self-construal, independent only decrease their intentions when is initiated out-group. offer substantive contributions rejection, dilution, branding theory provide important managerial insights.