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Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships


  • Jhih-Syuan Lin,

    Corresponding author
    1. University of Georgia
    • Correspondence regarding this article should be sent to: Jhih-Syuan Lin, Assistant Professor, Department of Advertising & Public Relations, Grady College of Journalism & Mass Communication, University of Georgia, Athens, GA 30602-3018 (; Yongjun Sung, Associate Professor, Temerlin Advertising Institute, Southern Methodist University, Dallas, TX 75275-0113 (

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  • Yongjun Sung

    1. Southern Methodist University
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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.