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.
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.
Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 46 | 2018
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