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
The Impact of Product Type on Disposal Intentions
MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey
Featured
How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration
Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada
Featured
A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making
JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University