When Consumer Brand Sabotage Harms Other Consumers Relationship With the Brand
This article shows that consumer brand sabotage can damage the brand by decreasing consumers’ brand attitude and purchase intention through their perceived betrayal and social identity threat. The indirect effects were strongest for consumers with high brand trust and consumer-brand identification.
Citation:
Andrea Kähr, Bettina Nyffenegger, Harley Krohmer, and Wayne Hoyer (2018) ,"When Consumer Brand Sabotage Harms Other Consumers Relationship With the Brand", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 170-176.
Authors
Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Featured
R7. How and Why Life Transition Influences Brand Extension Evaluation
lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University
Featured
Indigenous Trust and Readiness Towards Development
Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS