Who Blames But Forgives When Brands Err? Applying Attachment Theory to Explain Consumer Responses to Brand Failures and Recovery Efforts

Sara Dommer, Georgia Institute of Technology, USA
Vanitha Swaminathan, University of Pittsburgh, USA
Zeynep Gürhan-Canli, Koç University, Turkey
This research examines how attachment styles affect responses to a brand failure. The results suggest that avoidant and fearful consumers perceive greater stability and subsequently lower brand attitudes, while fearful and secure individuals report a greater willingness to spread negative word mouth because of severity and controllability attributions, respectively.
[ to cite ]:
Sara Dommer, Vanitha Swaminathan, and Zeynep Gürhan-Canli (2015) ,"Who Blames But Forgives When Brands Err? Applying Attachment Theory to Explain Consumer Responses to Brand Failures and Recovery Efforts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 12-17.