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Brand stigmatization: how do new brand users influence original brand users?

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Abstract

This study examines how new brand users with stigma influence original brand users. This study investigates the negative impact of new brand users with stigma on the repurchase intention of original brand users, the mechanism of this effect, and the boundary conditions. Four experiments with 472 participants are conducted in the present study. Results from these experiments indicate that new brand users with stigma have a negative impact on the repurchase intention of original brand users, which is mediated by original brand users’ self-identity threats. In addition, the negative effect of new brands users with stigma on original brand users is strengthened by the degree of group similarity between the original and new stigmatized brand users. In contrast, this negative effect will be attenuated by original brand users’ group affirmation. Finally, managerial implications and limitations are discussed.

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Acknowledgements

The authors acknowledge the financial support provided by the National Social Science Fund of China (No. 19BGL102).

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  1. Defeng Yang, ** Lei, Liang Hu, Yu Sun and **aodan Yang have contributed equally to this paper.

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  1. School of Management, **an University, Guangzhou, China

    Defeng Yang, ** Lei & **aodan Yang

  2. School of Management, **amen University, **amen, China

    Liang Hu

  3. **an University, Guangzhou, China

    Yu Sun

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Appendices

Appendix 1

Pretest

Measurement of stigma toward target group

People around you discriminate against the members of this group;

People around you show prejudice against the members of this group;

People around you devalue the members of this group.

Experiment 1a

The manipulation of new brand users

In the condition of new brand users with stigma, the participants were asked to imagine according to the following scenario: “Assume that you bought a pair of sneakers of your favorite brand (the brand that the participants mentioned in the first step) when you were shop**. You think it had a good price and quality. After a period of time, you noticed that square-dancing grannies (the stigmatized group) were also buying sneakers of that brand.” In the condition of new brand users with non-stigma, a similar scenario was also assumed. However, it was vegetarians (the non-stigmatized group) rather than square-dancing grannies that were buying the brand.

Measurement of willingness to abandon the brand

Next time when I choose sports shoes, I plan to give up this brand and choose other brands;

I want to choose other sports brands instead of continuing to buy sports shoes of this brand;

I am willing to continue to choose this brand (reversed coding).

Measurement of self-identity threat

Overweight (normal weight) people’s purchasing this brand undermines my sense of self-worth;

Overweight (normal weight) people’s purchasing this brand makes me feel less competent;

I would have to change who I am as overweight (normal weight) people are purchasing this brand;

Overweight (normal weight) people’s purchasing this brand makes me feel less unique as a person.

Experiment 1b

The manipulation of new brand users

Participants in the stigma condition (vs. non-stigma condition) were presented as follows: “You are the user of the brand (the watch brand they mentioned in the first part) and have always been concerned about its news. Recently, it launched a new product. You like it, but you find that many homosexual (vs. vegetarians) also like this product. When you talk to people around you, you find that they think this is a brand that homosexual/vegetarian groups will like.”

Measurement of repurchase intention

To what extent you are willing to repurchase the brand?

Experiment 2

Manipulation of similarity between original and stigmatized groups

Based on the answers that participants finished in the survey about consumption preferences, they were presented with a list of new brand users’ (homosexuals vs. vegetarians) consumption preferences. In the high-similarity group, there were 8 of 10 similar preferences between their and the new brand users’ answers, whereas in the low-similarity group, 2 of 10 similarities were listed in the description. Aiming to strengthen the manipulation, participants were required to count the number of items and the (dis-)similarities between themselves and the new brand users.

Manipulation check of similarity perception

To what extent do you think that you are similarity with the vegetarians (homosexuals).

Measurement of repurchase intention

To what extent you are willing to repurchase the brand?

Experiment 3

Manipulation of new brand users

Participants in the stigma condition (vs. non-stigma condition) were presented as follows: “Imagine you are a loyal customer of Mardi, and you have always been concerned about its news. Recently, you discover that many overweight/obese people (versus Normal-weight people) begin using the brand. The media reports that overweight people are lower (versus higher) in conscientiousness, intelligence, skill, and capability. Similar to the media, the people around you also think overweight people (versus normal-weight people) are lower (versus higher) in conscientiousness, intelligence, skill, and capability. When you discuss with other people around you, they say they notice that many overweight/obese people (versus Normal-weight people) are using Mardi.”

Manipulation of group affirmation

Participants in the group-affirmation condition were asked to rank a list of eight values in order of importance to their group (normal-weight people). Then, they wrote three reasons to explain why their top-rated value was the most important to normal-weight people and one example of their experience to demonstrate its importance, whereas participants in the no-affirmation condition were not presented with these values and were asked to complete a short essay related to a recent shop** experience.

Measurement of repurchase intention

Next time when I choose sports shoes, I plan to give up this brand and choose other brands (reversed coding);

I want to choose other sports brands instead of continuing to buy sports shoes of this brand (reversed coding);

I am willing to continue to choose this brand.

Manipulation check of stigmatization

Overweight (normal weight) people lack self-discipline and self-control;

Overweight (normal weight) people are lazy;

Overweight (normal weight) people put forth less effort than others;

Overweight (normal weight) people have poorer work habits;

Overweight (normal weight) people are slower and sloppier.

Manipulation check of group affirmation

Being a member of normal-weight people is an important reflection of who I am;

In general, I am glad to be a normal-weight person.

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Yang, D., Lei, X., Hu, L. et al. Brand stigmatization: how do new brand users influence original brand users?. J Brand Manag 30, 77–94 (2023). https://doi.org/10.1057/s41262-022-00294-6

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