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

The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA

Read More

Featured

Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Featured

Liminality, Portals, and Narratives of Transformation

Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK

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.