Consumer Reactions to Brand Moral Failures: the Mediating Role of Shame

Hua Chang, Philadelphia University, USA
Lingling Zhang, Towson University, USA
This research examines the role of brand ownership in consumers’ reactions to brand failures. We find that consumers who have a strong brand ownership have more negative brand evaluations towards brand moral failures, but not towards product failures. We show the mediating role of feelings of shame in the relationship.
[ to cite ]:
Hua Chang and Lingling Zhang (2015) ,"Consumer Reactions to Brand Moral Failures: the Mediating Role of Shame", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 780-780.