Stay Or Leave: Examining the Effect of Brand Identity Fusion on Consumers’ Responses to Brand Transgressions
This research examines factors that qualify or limit the effectiveness of self-brand connection variables and demonstrates the motivational processes underlying consumers’ coping responses to brand transgressions of different magnitudes, types, and product categories. Empirical findings of two studies are discussed; theoretical implications and ideas for future research are offered.
Citation:
Jhih-Syuan Lin, Yongjun Sung, and Kuan-Ju Chen (2015) ,"Stay Or Leave: Examining the Effect of Brand Identity Fusion on Consumers’ Responses to Brand Transgressions", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 177-178.
Authors
Jhih-Syuan Lin, University of Georgia, USA
Yongjun Sung, Korea University, South Korea
Kuan-Ju Chen, University of Georgia, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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