Consumer Reactions to Brand Moral Failures: the Mediating Role of Shame

This research examines the role of brand ownership in consumers’ reactions to brand failures. We find that consumers who have a strong brand ownership have more negative brand evaluations towards brand moral failures, but not towards product failures. We show the mediating role of feelings of shame in the relationship.



Citation:

Hua Chang and Lingling Zhang (2015) ,"Consumer Reactions to Brand Moral Failures: the Mediating Role of Shame", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 780-780.

Authors

Hua Chang, Philadelphia University, USA
Lingling Zhang, Towson University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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