Nothing can tear us apart: The effect of brand identity fusion in consumer-brand relationships

Jhih Syuan Lin, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

68 Citations (Scopus)


While existing literature describes strong brand relationships along several dimensions, this research sheds light on the identity perspective of consumer-brand relationships through the lens of brand identity fusion. Specifically, this research examines the effect of brand identity fusion on consumers' responses to different brand transgressions. By comparing brand identity fusion with brand identification, this research also provides evidence that brand identity fusion is more predictive and enduring in explaining consumers' relationship-serving biases and prorelationship behaviors in the face of brand transgressions. The applicability of brand identity fusion for understanding connections between consumers and brand relationship partners in consumer-brand relationships is presented, followed by discussions of theoretical and managerial implications and directions for future research.

Original languageEnglish
Pages (from-to)54-69
Number of pages16
JournalPsychology and Marketing
Issue number1
Publication statusPublished - 2014 Jan
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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