This thesis begins by reviewing extant literature on the self-concept in consumption, and then extends to the formation of a relationship between one’s self-concept and a given brand (self-brand relationships). The paper subsequently addresses the shortcomings of the literature with regards to how these relationships might be affected by symbolic brand transgressions. More precisely, the author examines the self-brand relationship through the theory of cognitive dissonance, where undesirable dissonance arises as a result of symbolic brand failure.  Based on Festinger’s (1957) dissonance reducing strategies, three consumer strategies are proposed: coping, defending, and abandoning. Through the manipulation of three transgression variables, this research does not find empirical support for the hypothesized relationships between different transgressions and these three consumer strategies, aside from that related to defense and relationship strength.