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.



Citation:

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.

Authors

Karthik Selvanayagam, Indian Institute of Technology Madras, India
Varisha Rehman, Indian Institute of Technology Madras, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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