#Noboysallowed: Consumer Response to Brand Infidelity

This research explores consumer response to brands that shift their focus to different customers, a concept we term brand infidelity. We propose that consumers who identify strongly with a brand experience more betrayal - yet are more likely to forgive - when a brand “cheats” on them with other customers.


Justin Angle, Kathryn Mercurio, and Eric Setten (2016) ,"#Noboysallowed: Consumer Response to Brand Infidelity", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 717-717.


Justin Angle, University of Montana, USA
Kathryn Mercurio, University of Oregon, USA
Eric Setten, University of Oregon, USA


NA - Advances in Consumer Research Volume 44 | 2016

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