Effects of Brand Personality and Response to Consumer Criticism in Social Media
Social media is changing the power balance as well as the communication between manufacturers/retailers, its brands, and consumers. In this research we examine the effects of companies’ response to consumer criticism in social media. We found that a vulnerable response is perceived to be more appropriate and leads to more positive behavioral consequences comparing to a defensive response without damaging product quality perceptions. This effect is moderated by brand personality and existing relationship strength.
Lan Xia (2011) ,"Effects of Brand Personality and Response to Consumer Criticism in Social Media", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 302-303.
Lan Xia, Bentley University
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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