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
Share Proceeding
Featured papers
See MoreFeatured
L6. The Influence of Social Exclusion on Consumers’ Perceptions of and Responses to Consumer-Dense Retail Environments
Veronica Thomas, Towson University
Christina Saenger, Youngstown State University
Featured
How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College
Featured
P3. Cash Costs You: The Pain of Holding
J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia