Tiffany Barnett White, University of Illinois at Urbana-Champaign (IMAGE)

University of Illinois at Urbana-Champaign, News Bureau

Tiffany Barnett White, University of Illinois at Urbana-Champaign

Caption

Consumers with close ties to a brand respond to negative information about the beloved brand as they do to personal failure -- they experience it as a threat to their self-image, according to a new study by Tiffany Barnett White, a professor of business administration at Illinois.

Credit

L. Brian Stauffer

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