2-J: Consumer Brand Sabotage: When and Why Does It Cause Damage Among Other Consumers?
This article shows that consumer brand sabotage (CBS) can damage the brand by decreasing consumers’ brand attitude and purchase intention and by increasing negative word-of-mouth. Indirect effects of CBS on consumers’ attitude and behavior through their cognitions were significant for consumers with high (vs. low) brand relationship quality only.
Andrea Kähr, Bettina Nyffenegger, Harley Krohmer, and Wayne D. Hoyer (2017) ,"2-J: Consumer Brand Sabotage: When and Why Does It Cause Damage Among Other Consumers?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1037-1037.
Andrea Kähr, University of Bern, Switzerland
Bettina Nyffenegger, University of Bern, Switzerland
Harley Krohmer, University of Bern, Switzerland
Wayne D. Hoyer, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 45 | 2017
Cues to Sincerity: How People Assess and Convey Sincerity in Language
Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA
I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication
Moon-Yong Kim, Hankuk University of Foreign Studies
J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats
Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, USA