A Conceptual Framework of the Role of Shameduring Violation of Trust in a Consumer-Brand Relationship
A conceptual framework describing the role of shame during violation of trust in a consumer-brand relationship is developed drawing from theories of trust and cognitive-appraisal of self-conscious emotions. Further, the moderating role of brand-attachment on consumer experience of shame, and various affective and behavioural outcomes of this emotion are described.
Karthik Selvanayagam and Varisha Rehman (2018) ,"A Conceptual Framework of the Role of Shameduring Violation of Trust in a Consumer-Brand Relationship", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 9-10.
Karthik Selvanayagam, Indian Institute of Technology Madras, India
Varisha Rehman, Indian Institute of Technology Madras, India
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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