Negative self-conscious (SC) emotions are important to examine in the field of consumer behavior. These emotions have been identified as drivers of social behavior; each day consumers make decisions and form attitudes and thoughts based on the negative self-conscious emotions they experience....

The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the...