The Antecedents and Consequences of Brand Betrayal
The current paper suggests that consumers’ anthropomorphize tendency, high-arousal positive states that they have experienced over the course of their past typical weeks, and types of apology—unrelated to a brand experience and brand evaluation—would influence the feeling of brand betrayal and behavioral outcomes during a brand transgression.
Citation:
Teck Ming Tan (2018) ,"The Antecedents and Consequences of Brand Betrayal ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 289-289.
Authors
Teck Ming Tan, University of Oulu, Finland
Volume
E - European Advances in Consumer Research Volume 11 | 2018
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