Airing Dirty Laundry in the Public Square: an Examination of Public Complaining

“Customer created complaining websites” (CCCW’s) are a potentially serious threat to brands. At least 50% of Fortune 1,000 companies have been targeted by CCCW’s. Extant studies provide useful descriptions, but surprisingly, related empirical research does not exist. This paper attempts to fill this gap by empirically investigating effects on consumers’ behavioral intentions, and the potential protection of strong branding. Results indicate a significant interaction between exposure to CCCW and strong branding, suggesting that CCCW’s reduce consumer perceptions, but strong brands offer some protection. Consistent with reactance theory, if the targeted brand is among a consumer’s favorites, perceptions are ironically increased.



Citation:

Andrew Wilson, Michael Giebelhausen, and Michael Brady (2008) ,"Airing Dirty Laundry in the Public Square: an Examination of Public Complaining", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1019-1021.

Authors

Andrew Wilson, Florida State University
Michael Giebelhausen, Florida State University
Michael Brady, Florida State University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Why Do People Who Have More Enjoy Horror More?

Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore

Read More

Featured

Ritual Scholarship in Marketing: Past, Present and Future

Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA

Read More

Featured

R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.