Who Blames But Forgives When Brands Err? Applying Attachment Theory to Explain Consumer Responses to Brand Failures and Recovery Efforts

This research examines how attachment styles affect responses to a brand failure. The results suggest that avoidant and fearful consumers perceive greater stability and subsequently lower brand attitudes, while fearful and secure individuals report a greater willingness to spread negative word mouth because of severity and controllability attributions, respectively.



Citation:

Sara Dommer, Vanitha Swaminathan, and Zeynep Gürhan-Canli (2015) ,"Who Blames But Forgives When Brands Err? Applying Attachment Theory to Explain Consumer Responses to Brand Failures and Recovery Efforts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 12-17.

Authors

Sara Dommer, Georgia Institute of Technology, USA
Vanitha Swaminathan, University of Pittsburgh, USA
Zeynep Gürhan-Canli, Koç University, Turkey



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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