The Different Roles of the Two Dimensions of Brand Perception - Warmth and Competence After Service Failures

After service failure customers not complaining are likely to switch to a competitor. Yet, in our pilot study, we found that sometimes non-complaining customers may still return. We identified that brand perception along warmth and competence dimensions influences differently on customers’ intentions to provide constructive suggestions and to return.



Citation:

Shannon X. Yi, Chloe Y. Qiu, and Lisa C. Wan (2018) ,"The Different Roles of the Two Dimensions of Brand Perception - Warmth and Competence After Service Failures", 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: 290-290.

Authors

Shannon X. Yi, The Chinese University of Hong Kong, Hong Kong
Chloe Y. Qiu, The Chinese University of Hong Kong, Hong Kong
Lisa C. Wan, The Chinese University of Hong Kong, Hong Kong



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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