Consumer-brand relationships in politically polarized market environments: Development of an intergroup conflict framework of consumer behavior

Abstract

Across two essays comprising eight experimental studies, this dissertation demonstrates that partisan identity-based motivations influence consumer-brand relationships in politically polarized market environments. Essay 1 shows that when a brand aligns with the out-party on a culture war issue, partisans experience identity threat and marginalization, increasing their intention to punish the brand. Conversely, when the brand endorses the in-party’s position, partisans experience identity affirmation and a heightened sense of connection with fellow brand users, leading to a greater intention to support the brand. Essay 2 finds that partisan bias also influences identification with green brands. Democrats tend to view green brands as political allies, whereas Republicans are more likely to perceive them as adversaries. Manipulating coalition detection through a shared superordinate identity in pro-environmental messaging increases perceived allyship among both groups, thereby enhancing identification with the green brand. Stronger consumer-brand identification subsequently spills over into greater sustainable consumption intention and support for a related policy initiative. Together, these findings advance an intergroup conflict framework for understanding consumer behavior under conditions of political polarization. Results underscore the importance of strategically managing the risks and opportunities presented by partisanship in the marketplace. Failing to do so could harm not only financial performance but also the brand’s ability to promote consumer, societal, and environmental well-being.