Anaza, Nwamaka A.Saavedra, Jose LuisHair, Joe F., JrBagherzadeh, RaminRawal, MonikaOsakwe, Christian Nedu2022-07-042021-09Anaza, N.A., Luis Saavedra, J., Hair, J.F., Jr, et al. 2021, 'Customer-brand disidentification: conceptualization, scale development and validation', Journal of Business Research, vol. 133, pp. 116-131, doi : 10.1016/j.jbusres.2021.03.064.0148-296310.1016/j.jbusres.2021.03.064https://repository.up.ac.za/handle/2263/86039Research suggests that customer-brand disidentification is a pertinent source for the breakdown of consumer-brand relationships and a reason why consumers turn against brands. However, practical and theoretical interest in the study of customer-brand disidentification has been hindered by the absence of a reliable scale with confirmed predictive validity. As a result, the purpose of this study is to develop, operationalize, and test a measure of customer-brand disidentification based on a theoretically valid definition. Drawing on data from six samples, as well as a thorough literature review, the authors develop and validate a scale for measuring customer-brand disidentification. Furthermore, via the application of a nomological net, the authors reveal that customer-brand disidentification is predicated on negative customer emotions after being violated by a brand in a contract breach. Various consumer-based outcomes including patronage reduction and negative word of mouth are found to be consequences of customer-brand disidentification.en© 2021 Elsevier Inc. All rights reserved. Notice : this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. A definitive version was subsequently published in Journal of Business Research, vol. 133, pp. 116-131, 2021. doi : 10.1016/j.jbusres.2021.03.064.Customer-brand disidentificationNegative emotionsPatronage reductionScale developmentSocial identity theoryPostprint Article