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.



Citation:

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.

Authors

Lan Xia, Bentley University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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