How Accidents Can Be Good For the Brand: the Role of Accident-Brand Stereotype Match and Self-Brand Congruity in User Accidents

This research investigates how exposure to accidents caused by users influence brand evaluations. We find an interaction between characteristics of the accident (stereotypical or non-stereotypical of the brand) and participants’ self-brand congruity. Low brand-congruity participants decrease and high brand-congruity participants increase their brand evaluations following a stereotypical accident.



Citation:

Tarje Gaustad, Jakob Utgård, and Gavan J. Fitzsimons (2012) ,"How Accidents Can Be Good For the Brand: the Role of Accident-Brand Stereotype Match and Self-Brand Congruity in User Accidents", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 956-957.

Authors

Tarje Gaustad, BI Norwegian Business School, Norway
Jakob Utgård, BI Norwegian Business School, Norway
Gavan J. Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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