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

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