Where Do We Go From Here? Consumer-Brand Relationships After Brands Do Bad

While prior work has identified factors that prompt consumers to continue relationship with brands that engage in misdeeds, this paper illuminates repair processes consumers may engage in to enable relationship continuation. An analysis of online consumer posts after Volkswagen’s “Dieselgate” scandal identifies three such processes: contextualizing, recalibrating, and refocusing.


Luciana Velloso and Eileen Fisher (2017) ,"Where Do We Go From Here? Consumer-Brand Relationships After Brands Do Bad ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 57-62.


Luciana Velloso, York University, Canada
Eileen Fisher, York University, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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