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

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.