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



Share Proceeding

Featured papers

See More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

Read More

Featured

N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement

Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University

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.